Employer branding and employee value proposition for Generation Z in digital economy

Every generation of people has needs, incentives, desires, intentions, attitudes and values that make it distinguishable, specific and unique. Generation Z is entering the labour market and beginning its search for an ideal employer in order to obtain outstanding experience and optimal employee value proposition. Members of Generation Z have specific traits and characteristics that set them apart from other generations. In order to build a brand as a successful and desirable employer in digital economy, one should take into account these specific traits and characteristics in order to attract and retain members of Generation Z in the long term. This paper points out the key factors of employer branding and employee value proposition that influence Generation Z's decision-making regarding employment. The results of an empirical research, which included 339 members of Generation Z from the Republic of Serbia, indicated the following three key factors that influence their choice of an employer: the opportunity for career advancement, a pleasant and interesting work environment, and the opportunity for personal development (acquiring new knowledge and skills). The conducted research provides important information on the basis of which employers can better conceptualize value proposition for members of Generation Z and establish their branding of a desired employer.