20.500.12556/RUL-116766 Privlačnost delodajalca – razlike med generacijama X in Y razlike med generacijama X in Y Employer attractiveness – the differences between generations X and Y Prihod vsake nove generacije na trg dela prinaša drugačne vrednote, stališča, način dela, nova pričakovanja in znanja. S prihodom generacije Y na trg dela, še bolj pa s pričakovanjem generacije Z, se porajajo vprašanja, kakšen je pravilen pristop predstavnikov generacije Baby boom in generacije X pri vodenju in sodelovanju z njimi. Še pred tem pa se je potrebno vprašati, kako jih pritegniti v svoje podjetje in kaj jih privlači v primerjavi s starejšimi generacijami. Magistrsko delo se osredotoča na raziskovanje dimenzij privlačnosti delodajalca, vrednotenje le-teh s strani generacije X in generacije Y ter primerjavo med njima. Vpogled v generacijske razlike na tem področju v Sloveniji je lahko izhodiščna točka za slovenska podjetja pri grajenju, upravljanju in komuniciranju svoje znamke delodajalca, na kateri temelji ponudba delodajalca potencialnim kandidatom. Empirični del magistrskega dela temelji na kvantitativni raziskavi, ki je bila prirejena po lestvici merjenja privlačnosti delodajalca Berthona in drugih (2005). Rezultati kažejo, da generaciji X in Y najbolj vrednotita socialno dimenzijo in nato dimenzijo zanimanja za delodajalca. Generacija X za njima kot pomembno ocenjuje ekonomsko dimenzijo; sledita dimenzija družbene odgovornosti in razvojna dimenzija; generacija Y na tretje mesto po pomembnosti postavlja dimenzijo družbene odgovornosti, nato razvojno in potem ekonomsko dimenzijo. The arrival of every new generation at the labour market carries different values, attitudes, the method of work, new expectations, and knowledge. By the arrival of generation Y to the labour market and even more with the expectation of generation Z, the questions arise what the appropriate approach of the representatives of the baby boom generation and generation X in leading and cooperation with them is. Even before that, it is necessary to ask a question about how to attract them in the company and what attracts them in comparison to older generations. The master’s thesis is focused on the research of the dimensions of employer attractiveness, valuing them by generation X and generation Y, and the comparison between them. An insight into generational differences in this field in Slovenia can be a starting point for the Slovenian companies in building, managing, and communicating their employer brands on which the employer’s offer to potential candidates is based. The empirical part of the master’s thesis is based on the quantitative research which was adapted from the Employer Attractiveness Scale of Berthon et al. (2005). The results show that generations X and Y value the social dimension and then dimension of interest of an employer the most. Generation X then as important evaluates the economic dimension. The dimensions of social responsibility and the developmental dimension follow. Generation Y puts the dimension of social responsibility to the third place of the importance, then the developmental, and the economic dimension after that. znamčenje delodajalca privlačnost delodajalca generacija X generacija Y employer branding employer attractiveness generation X generation Y true false false [N. Hrovat] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2020-06-10 07:30:32 2020-06-10 07:30:39 2022-08-29 03:39:01 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 85 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 331.5:005.7(043.2) 116384 20125187 3140.pdf 3140.pdf 1 1EB6752A5E1BB39D4AD114040B29557B efdab4d12253da7a6581bda442d758ab1fc9d63ebf9a60692c1ba989d2cc35c5 015ffd3e-a1b9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=130450 Fakulteta za družbene vede 0 0 0