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Generace Z a její motivace k práci v oblasti marketingových agentur
Šišmová, Anna
Šišmová, A. Generation Z and its motivation to work in marketing agencies. Ba-chelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis deals with research on the expectations of Generation Z students of economic faculties from the labour market with an emphasis on working in a marketing agency. The research is carried out by means of an indicative analysis of Generation Z, then verified by means of a questionnaire survey and then supplemented by real offers from 4 unnamed marketing agencies. The results of the individual researches were compared to create a simple manual with recommendations for making Generation Z recruitment more effective. Based on the research, it was found that Generation Z prefers non-financial benefits over financial ones. Generation Z expects an adequate starting salary of at least CZK 30,000. Furthermore, Generation Z prefers career growth, holiday beyond the law, flexible working hours and other non-monetary benefits over pay increases. For Generation Z, good teamwork is more important then financial rewards. On the other hand, familiarity of the company and clients is not so important to Generation Z. Generation Z prefers to work in smaller marketing agencies because of the more family workteam and faster career growth.
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