Arbeitsmarktsegmentierung von Lehrlingen der Generation Z am Beispiel von Hartlauer für das Personalmarketing

Abstract

The increasing shortage of skilled workers and demographic changes pose considerable challenges for companies, particularly when it comes to recruiting and retaining young talent. This problem is exacerbated by the strong competition for suitable skilled workers, which has triggered a “war of talents”. Generation Z, which is currently entering the labor market, has specific values and expectations that companies must take into account in order to remain attractive. This bachelor thesis examines the labor market segmentation of Generation Z apprentices using the example of the Austrian company Hartlauer and aims to create a sound basis for targeted HR marketing. The thesis is divided into seven chapters, beginning with an introduction that sets out the problem, objectives and research questions. Industry behavior is then analyzed, followed by a detailed look at Generation Z as employees. A central chapter is dedicated to the segmentation of Generation Z, whereby various segmentation variables are examined and analyzed. In the empirical part of the thesis, a quantitative survey of existing apprentices at Hartlauer is conducted in order to identify and profile motivational segments. The methodology includes the creation and implementation of a standardized questionnaire as well as the subsequent data analysis using cluster analysis in order to identify the different segments. The results of the cluster analysis led to the identification of three main segments among Generation Z apprentices at Hartlauer: firstly, the group of “team-oriented stability seekers”, who attach great importance to a good relationship with colleagues, a family-like working atmosphere and team cohesion; secondly, the “performance-oriented, security-conscious subordinates”, who value a good relationship with trainers, the use of the latest technology in their jobs and further training opportunities. They attach particular importance to recognition and visible results. Thirdly, the “financially motivated”, for whom monetary remuneration comes first, followed by a good relationship with colleagues and the manager. Other important motivators are the opportunity to help other people. These results provide valuable insights for personnel marketing at Hartlauer.

Date of Award	2024
Original language	German (Austria)
Supervisor	Wolfgang Jonas Weitzl (Supervisor)