What makes hospitality employers attractive to Gen Z? A means-end-chain perspective

Success in attracting talent in the hospitality industry rests on employers’ ability to project value proposition that closely corresponds with the requirements of its target employees. Despite their importance to the hospitality industry, Gen Z perspectives on employer attractiveness received limited attention in the academic literature. This study applies an employee-centric approach to employer brands to identify motivational structures which determine Gen Z hospitality employer choices. Underpinned by means-end-chain theory, the study uncovers the hierarchical knowledge structures that link employer attributes, the benefits derived from these attributes, and personal values. Findings confirm the usefulness of the means-end-chain theory in generating insights into motivational structures of potential employees. The value structures of Gen Z are psychological, development and social value. Findings are relevant to hospitality employer brands as it allows them to understand how attributes are interpreted by potential employees, and lead to benefits and higher value forms. In turn, this enables employers to tailor their value proposition to match their offer to Gen Z and employers’ resource base.