Utjecaj percipirane inovativnosti poduzeća na atraktivnost poslodavca među generacijom z

master's thesis

• Title (english): The influence of the perceived innovativeness of the company on the attractiveness of the employer among generation Z
• Author: Barbara Šebalj
• Mentor: Goran Vlašić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Dubravka Sinčić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2025-02-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Percepcija inovativnosti poduzeća postaje sve važniji faktor pri odabiru poslodavca, posebno među pripadnicima generacije Z. S obzirom na njihovu sklonost prema dinamičnim i tehnološki naprednim radnim okruženjima, važno je ispitati na koji način inovativnost utječe na atraktivnost poslodavca.
U svrhu utvrđivanja povezanosti između percipirane inovativnosti poduzeća i atraktivnosti poslodavca među generacijom Z provedeno je primarno empirijsko istraživanje u kojemu je sudjelovao 121 ispitanik, od čega 114 ispitanika u dobi između 18 i 27 godina, a podaci su prikupljeni putem anketnog upitnika podijeljenog u četiri dijela. Prvi dio ispituje individualne stavove ispitanika o percepciji inovativnosti poduzeća korištenjem Likertove ljestvice od pet stupnjeva. Drugi dio istražuje percepciju atraktivnosti poduzeća kao poslodavca primjenom EpmAt skale (Berthon i sur., 2005), također uz Likertovu ljestvicu. Treći dio analizira povezanost između inovativnosti i atraktivnosti poslodavca, dok četvrti dio obuhvaća demografske podatke ispitanika, uključujući spol, obrazovanje, poslovni status i raspoloživi mjesečni prihod.
Rezultati pokazuju da su inovativna radna okolina, mogućnosti profesionalnog razvoja i fleksibilnost u radu ključni čimbenici koji utječu na percepciju atraktivnosti poslodavca. Također, ispitanici su izrazili sklonost prema poslodavcima koji potiču kreativnost i primjenu novih tehnologija. Poduzeća koja naglašavaju inovativnost u svom poslovanju imaju veće šanse za privlačenje i zadržavanje talenata iz generacije Z. Kako bi ojačali svoj employer brand, poslodavci se trebaju usmjeriti na strategije koje promiču inovativne radne prakse i razvoj zaposlenika.

Abstract (english)

The perception of corporate innovativeness is becoming an increasingly important
factor in employer selection, particularly among Generation Z. Given their preference for
dynamic and technologically advanced work environments, it is essential to examine how
innovation impacts employer attractiveness.
To determine the relationship between perceived corporate innovativeness and
employer attractiveness among Generation Z, a primary empirical study was conducted
with 121 respondents, 114 of which were aged 18 to 27. Data were collected through a
questionnaire divided into four sections. The first section assessed respondents’ individual
perceptions of corporate innovativeness using a five-point Likert scale. The second section
examined employer attractiveness perceptions using the EpmAt scale (Berthon et al.,
2005), also employing a Likert scale. The third section analyzed the correlation between
corporate innovativeness and employer attractiveness, while the fourth section covered
demographic data, including gender, education, employment status, and available monthly
income.
The results indicate that an innovative work environment, professional development
opportunities, and workplace flexibility are key factors influencing employer
attractiveness. Additionally, respondents expressed a preference for employers who foster
creativity and implement new technologies. Companies that emphasize innovation in their
operations have a greater chance of attracting and retaining Generation Z talent. To
strengthen their employer brand, employers should focus on strategies that promote
innovative work practices and employee development

• Keywords: inovativnost poduzeća; atraktivnost poslodavca; generacija Z
• Keywords (english): corporate innovativeness; employer attractiveness; Generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:571689
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2025-02-26 16:06:47