The Role of Employer Branding and Stress Management in the Employment of Generation Z

Abstract

The success of the employers can be found in the labour force, as a factor of production. In the reflection of the national economic indicators, it can be seen that many companies face several difficulties in the field of HRM. These can be the excessive demand for the well-educated working force or the negative consequences of the ageing society. The situation is getting more serious as the generation Z which has already entered or entering the labour market differ from every earlier generation, this is the first digital generation. Their socialization and relation to the world differ from the elderly ones. The occupational stress has already been rolling serious obstacles in front of the companies. Stress is getting a greater challenge nowadays, as the generation Z is more inclined to stress and anxiety than the earlier generation. Because of that the fluctuational problems of the companies are growing. In our view the solution is the use of the employer branding, which aims the development and growth of the commitment to the company and to the employer. In our paper we would like to study the relation of employer branding, occupational stress and the employment of generation Z.