In our master's thesis, we focused on young people, who we classify as generation Z and who are slowly entering the labor market. Adapting to new target groups of potential candidates and finding new ways to attract them is a topic that more and more organizations are paying attention to. Due to the relevancy of this topic, we researched how HR professionals in the chosen company view the strategic recruitment of young people and what challenges they recognize in this regard. Through interviews with HR experts in the selected company X we gained insight into their definition of the concept and the role of strategic human resource management in the organization and which HR activities they classify in strategic management of human resources. In addition, we obtained information about who, in their opinion, are the main stakeholders in the design and implementation of HR strategy and what importance the alignment of HR strategy with business strategy has for the overall success of the organization. We talked with the interviewees about the youth recruitment strategy, their challenges in attracting generation Z and the importance of building an employer brand. The results showed that in the selected company X, the HR strategy is planned by the senior management based on the set goals at the international level. At the same time, as HR experts, they are enabled to be involved in the recruitment strategy with national projects, such as the career internal program for young people. Despite the clear goals of the program, it was a challenge for them how to recruit young people and present themselves as an attractive employer. In order to achieve this they put a lot of emphasis on activities that help build an attractive employer brand.
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