A marketing perspective on youth preferences in job choice: implications for employer strategies

The aim of this study was to examine the preferences of young people when choosing a job and to consider the implications of the obtained results for employers’ marketing strategies. The research was conducted through a questionnaire on a sample of 81 respondents, and included an assessment of the importance of key job characteristics, including salary levels, job security, work-life balance, work atmosphere and professional development opportunities. The collected data were analyzed using descriptive statistics. The results indicate that young people attach the greatest importance to material security and quality of the working environment, with a pronounced need for personal development. The observed differences in preferences indicate the possibilities of segmentation of the target group, which has important implications for the design and communication of employers’ marketing strategies.