Employer Branding on LinkedIn: A Content Analysis Selected Companies’ Posts in the Context of Generation Z

Abstract

The aim of this article is to examine employer branding communication on LinkedIn conducted by three selected companies—mBank, Allegro, and PZU—with particular emphasis on content addressed to Generation Z. The study employs a mixed-method
content analysis (quantitative and qualitative) of posts published over a three-month period, supported by a critical review of the literature on the presence and expectations of Generation Z in the labour market, as well as employer branding strategies in social media. Preliminary findings indicate that the analysed companies make efforts to adapt their communication to the characteristics of this generational group, although the scope and intensity of these activities vary. In the next stages of the study, the analysis is planned to be extended to a full year and to include the perspective of the audience, namely representatives of Generation Z.