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Introduction
Today, everyone knows that each successive generation differs substantially from its predecessors regarding their needs, preferences, thought process, expectations from an employer or the preferred working style. Every new generation’s impact is very swift and profound as they play a significant social role by creating and interpreting trends. So, it becomes essential for organizations to understand their behavior and mindset to attract the best talent in the future to sustain in this competitive era. The rising lack of skilled employees and attrition in the labor market has put pressure on organizations to position themselves as one of the most attractive employers, significantly when technology is changing at a swift pace. Because a high-quality workforce is one of the most critical drivers of a successful business, it becomes necessary for organizations to build their brand and locate the correct applicants who possess the required skillset. Creating a pool of young talent ensures good health of the business and provides sustenance in the following years (Briganti and Samson, 2019).
This paper is based on the grounded theory approach. This grounded theory research’s conceptual framework is a generational theory, Herzberg’s hygiene and motivational factors and psychological contract theory. A qualitative grounded theory study is necessary to develop an understanding of how Gen Z decides to join a certain company to establish a substantive approach, thus probing deeper to construct a theory to make it more insightful and incisive (Charmaz, 2014).
The companies have been, therefore, focusing on millennials for a long time. Still, it is time that organizations now turn their attention to their future coworkers; Gen Z. Gen Z comprises those born between 1995 and 2010, which means that the oldest is about 22 years and is about to enter the stage of the workplace. According to Bloomberg’s research, in 2019, Generation Z will become the largest living generation and make 32% of the population. Also, Gen Z might not be completely different from its previous generations, but indeed, it approaches the workplace in a very different manner. Hence, it is of the utmost need that the organizations warm up themselves to rethink their employer brand and present it to appeal to this young talent cohort in the coming years. This study’s motivation is to understand the...