Employee Branding als neue Personalstrategie

If companies want to attract prospective managers, they need to consider how young academics’ priorities in life have changed. What do the young elite focus on when they embark on a career after finishing their training or education? Do they want to combine advancing their careers with starting a family? Or do they merely want to do something entirely different from their studies and have many new experiences? There is no longer a typical job applicant among young academics and other skilled workers because what each of them wants and demands is highly diverse and until now has remained largely unknown. This study reveals the new priorities in the lives of chemistry and pharmacy graduates and undergraduates, the highest of which is managing to reconcile work and private life. Family, friends and health are more important than a career, self-realisation, pleasure and consumption. The findings of this study offer companies the chance to gain a more astute understanding of young academics’ priorities so that they can implement measures which create a finer balance between work and life and thus enhance their attractiveness as employers.