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Mémoire
Bachelor thesis

Understanding how the Swiss banking industry can attract and retain millennials by strengthening employer branding strategies

SONAR|HES-SO

    2020

86 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2020

English This report aims to analyse how the Swiss Banking industry can strengthen its Employer Branding strategies to attract and retain late Millennials from Business Schools in Geneva by identifying which characteristics shape their workplace expectations, preferences, and needs. This research will provide recommendations based on the outcomes and findings collected, which will be linked to fundamental theorical backgrounds such as Maslow’s pyramid of needs and Branding concepts. While we live in times of extreme changes; companies are facing high levels of competition and consumers are considerably developing purchasing skills with all the information at their fingertips. Thus, our perceptions are affected by these changes and influence how they interact with consumers. Nowadays, fulfilling consumers’ needs is not sufficient, organizations need to foresee their demands and be a step ahead of the competition. Consequently, this also applies to the labour market. Therefore, future employees are able to select the companies in which they want to apply for. Yet, the banking industry seems to struggle more than other industries, and especially when it comes to talent attraction. A decade after the global recession, this sector continues to tackle with its image. The principal objectives are to analyse and understand how banking companies can adapt their Employer Branding strategies to strengthen attractiveness and engagement alongside the Millennial generation. The analysis will be based on Business School graduates from GSEM, HEC, UNIL, HEG to understand how the banking sector in Geneva is perceived and whether it is biased by the expectations of this generation as the Banking industry is strongly attached to the Swiss image. In order to answer these identified challenges and to provide concrete recommendations, the author will primarily provide theoretical concepts relating to Employer Branding and in the second part of the research analyse the results collected from both qualitative and quantitative interviews. The qualitative interviews will be held among experts working in the banking industry or experienced in Branding, furthermore a focus group with Millennials graduating from Business Schools in Geneva will be conducted to understand their needs. Finally, the quantitative survey will be collected online through social media platforms to compare the findings between the whole generation and a segmented part of it towards their workplace expectations.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 329840
Persistent URL
https://folia.unifr.ch/global/documents/314997
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