Employer Brands Across Borders: Generation Z Expectations in Lithuania and the USA

This article explores how Generation Z in Lithuania and the USA perceives employer brands, focusing on the employer value proposition (EVP) as a marketing tool. Based on 25 qualitative interviews, the study identifies key attractiveness attributes: work–life balance, economic value, and career growth. U.S. respondents emphasized core benefits and organizational culture, while Lithuanians highlighted wellness perks and branding communication. Framing employer branding as a marketing challenge, the study provides insights for adapting brand positioning across cultures to attract and retain Generation Z talent. It contributes to cross-cultural marketing and employer branding research.