Work values and perceptions change parallel to the way our society and the prevailing representations and ideologies change. Career beginners are subject to different mass influences (e.g. media, education, parents) and thus develop different expectations and work-related perceptions during adolescence. With a qualitative study we aimed to establish the predominant social representations small business leaders have about career beginners. Nine leaders participated in the study. The main areas with regard to the perception of career beginners proved to be the following: the expectation of an active mentor role, self-centeredness, unrealistic expectations and a dual approach towards work. The influence of broader factors (including education and economic regulation) on today's career beginners was also identified. The master's thesis also contains a preliminary survey in which future career beginners (N = 24) answered five vignettes that were designed based on interviews with leaders. The results show the desire of future career beginners for advancement and growth as well as highlight the importance of monetary rewards and incentives. The study can serve as a starting point for further research on the relationship between leaders and career beginners, while its findings can also contribute to the awareness of some mutual representations and the development of more effective collaborations.
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