Atraktivita zaměstnavatele pohledem jednotlivých generací

The aim of the thesis was to identify and analyse factors of employer attractiveness preferred by economically active generations and to find out whether and, if so, what are the differences between generations. The research was conducted using an online questionnaire survey, in which 240 respondents participated. The main part of the questionnaire was focused on finding out respondents' preferences for 25 factors of employer attractiveness, which were divided into five values. For all generations, the most important value was the social value with factors: having good relations with colleagues and superiors. Baby Boomers perceive job security and recognition from management as important factors. Generation X is attracted to companies that value and make use of creativity of employees. For Generation Y, the most significant factors in choosing a potential employer are an above average basic salary and an attractive overall compensation package. Generation Z considers gaining career-enhancing experience and good promotion opportunities within the organisation to be the most important factors. The results of the research, together with recommendations, can contribute to the implementation of an effective employer brand strategy and increase of employer attractiveness, which can help attract potential and retain current talented employees.