Human Resource Management Strategies to Attract Generation Z: A Study of Interest Differences Between Europe and the Middle East
Abstract:
Generation Z is becoming one of the most influential groups in today’s workforce, yet their expectations and values differ across regions. Understanding these differences is essential for organizations that aim to attract and retain young professionals. This study investigates how Human Resource (HR) strategies can meet the needs of Gener ation Z in Europe and the Middle East, two regions that differ strongly in their cultural and economic contexts. A mixed-methods approach was used to provide both breadth and depth. Quantitative data were collected through a survey of 204 participants, and qualitative insights were obtained from six semi-structured interviews. Descriptive statistics, Chi-Square test, and Mann-Whitney U test were used for analysis. The findings also reveal some stark differences: Gen Z respondents in Europe were more likely to rely on online job portals, express stronger interest in hybrid or remote work, and consider diversity, inclusion, corporate social responsibility (CSR), and sustainability as very important. When it came to social media networks, Middle East respondents used them more than their counterparts in the West, focusing on job security and financial stability, and were keener on office-based work. Regardless of these regional distinctions, however, both groups considered career progression opportunities and online recruitment tools to be equally important. The findings show that HR strategies cannot be applied in the same way everywhere. European strategies should emphasize flexibility and value-driven initiatives, while Middle Eastern strategies should stress stability, financial security, and trusted networks. These insights contribute to cross-regional HR research and provide practical guidance for organizations engaging the next generation of employees.
