Samenvatting

This document, also referred to as Justification Logfile aims to present the research process on the topic of attracting and recruiting Generation Z at DSK Bank. The Justification Logfile consists of an introduction with a company and problem analysis, followed by thorough explanation on the research approach along with the data collection and analysis, highlights the most important finding and derives conclusion from them.
To begin with, the company in question is DSK Bank, the largest retail bank in Bulgaria which the student interns for during their Graduation Internship. After assessing the situation in the bank from the perspective of their internship position, the student identifies an issue related to the recruitment of people of Generation Z (later also referred to as Gen Z).
The research approach is divided in two separate parts – desktop research and field research.
The desk research reviews relevant to the topic of Generation Z recruitment literature and aims to identify more precisely the customer profile of Gen Z as they are considered to be customers in the particular situation. The field research is subdivided into two parts – conducting a survey via Microsoft Forms with a total of six questions aiming to identify the various patterns of job search behaviour of Gen Z. The second subpart of the research is interviewing students from two economy universities and faculties in Sofia which the student has visited and interviewed on-site students on the principles of random samplings on their expectations regarding their future employment.
The main findings comprise the expectations of Generation Z to be provided with various benefits at the workplace additional to their salary, clear career paths, hence career development options and learning and development opportunities as well. What else attracts Generation Z as employees are focus of companies on diversity (along with inclusion and equity), social media marketing and overall presence, given that the targeted group spend
significant amount of time online and prioritized by the company employee well-being and work-life balance maintenance.
These six main findings are later translated into a six-step plan for action, also referred to as Professional product and is to serve as a recommended problem solution with six different increments for the company to make use of. Each step is backed up by either factual and/or financial data in the Professional product.
The conclusions derived from the research are somewhat surprising because the general understanding is that Generation Z are only interested in receiving high salaries for their work.
It turned out that the situation is completely different and the six main findings, in fact, have nothing to do with the compensation directly.