Has the Irish millennial’s definition of a good employer changed pre and post pandemic? An investigation into Irish millennial’s relationship with employer branding post pandemic

Meade, Fiona (2022) Has the Irish millennial’s definition of a good employer changed pre and post pandemic? An investigation into Irish millennial’s relationship with employer branding post pandemic. Masters thesis, Dublin, National College of Ireland.

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Abstract

Employer branding is a field that has been gaining significate attention over the last ten years, with the academic community and the corporate world. Employer branding essentially means the reputation of an organisation, both internally and external. With the war on talent commencing in post pandemic Ireland, employer branding is a tool which can be utilized by employers to gain dominants in the labour market. The study found that millennials are estimated to be the leading demographic in the workforce. In order to attract this top talent employers need to understand the need or brand equity required within the key demographic.

In the wake of the pandemic, there has been significate change to the work environment for Irish employees, with an overnight role out of work from home and hybrid work the landscape of work culture has permanently changed. Due to the recent nature of the pandemic, little research as be conducted into how these workplace changes will impact the labour market. This study hypothesis Has Irish millennial’s definition of a good employer changed pre and post pandemic? In order to legitimist this question the researcher conducted a quantitative research strategy in the form of an online survey, 77 respondent completed the self-guided survey. The result found that yes the Irish millennials description of a good employer has changed post pandemic, the major change been, millennials did not want to return to pre covid in office work culture and the significates of flexibility over work ranked slightly higher than compensation. In terms internal employer branding the topic of management styles was the key differencing metric from internal and external branding.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing > Branding D History General and Old World > DA Great Britain > Ireland H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Organisational Behaviour > Organisational Culture
Divisions:	School of Business > Master of Arts in Human Resource Management
Depositing User:	Clara Chan
Date Deposited:	19 Nov 2022 14:07
Last Modified:	19 Nov 2022 14:07
URI:	https://norma.ncirl.ie/id/eprint/5893

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