Clout Culture - Youth Cultures in Changing Societes Conference

et al., 2014). The participants were chosen from a pool of members of the
Hungarian active labor market who belong to Generation Z, aged 18 to 26 years
old. Thus, the research combines qualitative and quantitative methods to explore
the phenomenon in-depth, and also to gain a consistent sample size for analysis.
For the latter, we conducted statistical analysis while narrative analysis
(Riessman, 1993) is used to investigate the qualitative data.
The results indicate that Generation Z prioritizes values rather than salaries when
looking for a workplace, they expect less flexibility and responsibility at their
workplace, and their motivation factors differ from those who entered the job
market before or only shortly after the COVID-19 pandemic. Moreover, the
analysis shows the importance of personal touch in job descriptions, as the youth
seeks to understand the company's environment and culture before applying to
open positions. Furthermore, subgroups within Generation Z, based on their ages,
have different job preferences, motivations, and experiences. Finally, these
findings can support companies in the creation of successful employer branding
strategies to attract and keep younger workers from the Hungarian labor market.
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WORLD CAFÉ DISCUSSION