Izvorni znanstveni članak
https://doi.org/10.38190/ope.16.1.6
A marketing perspective on youth preferences in job choice: implications for employer strategies
Marina Guzovski
Sažetak
The aim of this study was to examine the preferences of
young people when choosing a job and to consider the implications
of the obtained results for employers’ marketing strategies. The
research was conducted through a questionnaire on a sample of 81
respondents, and included an assessment of the importance of key job
characteristics, including salary levels, job security, work-life balance,
work atmosphere and professional development opportunities. The
collected data were analyzed using descriptive statistics. The results
indicate that young people attach the greatest importance to material
security and quality of the working environment, with a pronounced
need for personal development. The observed differences in preferences
indicate the possibilities of segmentation of the target group, which
has important implications for the design and communication of
employers’ marketing strategies.
Ključne riječi
preferences in choosing a job; labor market; marketing strategies; employer branding
Hrčak ID:
347803
URI
Datum izdavanja:
12.6.2026.
Posjeta: 0 *