Employer branding in social media as a way to attract Generation Y to a company

It seems natural that managing a company where people from different age groups work together may encounter certain difficulties, and one management style does not suit everyone to the same extent. Modern technologies are changing the way we communicate and work. The doubts that management had in the past regarding whether all employees should be provided with access to a personal computer seem strange to us today. A common practice at the end of the 1990s was for only those in management positions to receive their own company email address – it was believed that ordinary employees could use it to reveal company secrets. As ridiculous as this may seem to us, modern enterprises face similar choices, and many of them forbid employees from, for example, using social media and instant messengers. For Generation Y, which is just entering the labor market and bringing with them completely different values and ways of working than their superiors, such bans constitute a significant limitation of their freedom and disrupt the way they normally communicate and obtain information.
The purpose of this article is to describe how Generation Y will influence the way enterprises function over the coming years and to propose recommendations on what managers can do to achieve a synergy effect and utilize the talent and knowledge that young people bring to the organization, rather than alienating them.
Generation Y in the workplace
Technology is an integral part of the life of Generation Y, including relationships and interpersonal connections not only at home, school, or university, but also at work. Its representatives therefore expect access to technologies that will make their work more efficient. At the same time, due to their habit of communicating via text messages, Facebook, and chats, many of them also prefer electronic communication at work over face-to-face or even telephone communication – according to research, as many as 44%. [4]Young people do not turn to libraries and books for information, but first and foremost to the Google search engine. They choose it because of the speed of access to the data they need.
Raised in this way, they are impatient. This manifests itself, among other things, in a desire for rapid promotion. It is the opportunity for personal development offered by a company that, in many cases, determines the choice of employer. (…)

Employer branding in social media as a way to attract Generation Y to a company – PDF file for download