Employer branding e estética organizacional: um estudo sobre a escolha da geração Z pela empresa ideal para se trabalhar

Abstract

Generation Z, comprising individuals born between the late 1990s and the early 2000s, came of age in a context defined by social and historical transformations and, above all, by the advancement of the internet and digital technologies. As this generation enters the workforce, it encounters a professional landscape equally marked by shifts in relationships, expectations, and work organization models. In this context, new perspectives on careers and organizational environments are influencing the choices made by professionals of this generation, particularly regarding the search for organizations that align with their values, expectations, and professional purpose. Thus, this study aims to analyze how organizational aesthetics and employer branding strategies influence Generation Z's attraction to and selection of an ideal employer. To this end, an exploratory qualitative study based on a literature review was conducted. The literature analysis reveals that attracting Generation Z relies on a combination of employer branding strategies and organizational aesthetics, resulting in organizational values and narratives that are communicated consistently with institutional reality. This combination helps build an image capable of fostering a sense of identification, belonging, and a desire to join the company among members of this generation.