Social Media & Employer Branding: Mit welchen Inhalten können IT-Unternehmen auf Social Media die Generation Z erreichen?

Abstract

The ongoing shortage of skilled professionals presents significant challenges, particularly
for knowledge-based companies in the IT sector. Attracting and retaining qualified employees has become a key factor for success in an increasingly competitive environment.
Generation Z, the first generation to grow up entirely in a digital world, is shaping employer expectations in a profound way. To effectively reach this target group, companies
must adapt their employer branding strategies to the values and communication habits
of this new generation.
This thesis is based on a qualitative study using guided interviews with members of
Generation Z working in the IT industry. The aim was to identify their expectations
and preferences regarding employer attractiveness and social media communication.
The interviews were systematically analyzed. The findings show that trust, job security,
authentic corporate values, flat hierarchies, and appreciative leadership are especially
important to Generation Z. Flexibility and work-life balance such as remote work, flexible hours, and the option of a four-day workweek are also considered key factors in
employer choice. In terms of employer branding on social media, Generation Z favors
authentic insights into daily work life, team presentations, and humorous but credible
content. Humor is almost essential, as long as it doesn’t become overwhelming and the
company’s professional image remains intact. A balanced approach between humor and
professionalism is crucial. Platforms like Instagram and LinkedIn are seen as particularly
effective, while TikTok and YouTube may serve as complementary channels.
This thesis contributes to the existing body of research in employer branding by developing a practice-oriented guide for IT companies that aim to position themselves as
attractive employers for Generation Z. At the same time, the study reveals a continued
need for further research.
Keywords: Employer Branding, Social Media, Generation Z, IT sector, IT companies,
employer attractiveness, employer branding content, Instagram, LinkedIn, TikTok, Youtube

Date of Award	2025
Original language	German (Austria)
Supervisor	Julia Zuber (Supervisor)