A multi-country person-centered approach to work preferences: insights for segment-based employer branding

This study proposes that employer branding effectiveness can be enhanced by adopting segment-based and persona-based approaches. Specifically, a benefit-based job seeker segmentation is put forth. Using latent class analysis on survey data from 8,017 professionals across eight countries, the research identifies four job preference segments: Comfort & Harmony-Oriented High-Earners, Philanthropic Business & Pleasure Lovers, Inspiration & Benefit-Oriented Achievers, and Intrinsically-Motivated Purpose-Seekers. Each segment is characterized by preferences for specific instrumental and symbolic organizational attributes. The study further examines segment distribution across generational cohorts, genders, and countries. Key findings include that intra-generational variation surpasses inter-generational differences, although younger cohorts (Generation Z and Y) are more likely to belong to the Philanthropic Business & Pleasure Lovers and Inspiration & Benefit-Oriented Achievers segments. U.S. respondents are more frequently classified as Philanthropic Business & Pleasure Lovers and less likely to be Intrinsically-Motivated Purpose-Seekers, compared to respondents from certain European countries. Gender analysis indicates that women are underrepresented in financially and prestige-driven segments. The study contributes conceptually by integrating benefit-based segmentation and corresponding persona thinking into employer branding research, methodologically by introducing a person-centered approach to employer branding research, and empirically by offering actionable insights for targeted employer branding.