The Impact of Demographic Changes on Employer Branding: Challenges for Employers Caused by Age Diversity
This paper presents the challenges employers encounter because of their employees’ age diversity and its purpose
is to verify whether employers are prepared to manage extreme age diversity of employees. As shown by the analysis of
statistical data, the society is growing older. Deficiency of young people on the labour market imposes higher activity among
people over 50 and over 60. In the future, most workplaces will have five generations working side by side. The objective of
the presented research is to analyse what differences there are in the needs of different age groups of employees and whether
employers meet these diversified needs equally, or focus on the needs of the selected group(s). The hypothesis based on
observation and informal interviews with employers assumes that they forget about the needs of Baby Boomers generation,
usually focus on generation X, offering less for generation Y and have no idea how to prepare job places for generation
Z.Therefore, in order to attract and retain employees from different generations, employers should implement a thoughtful
employer branding strategy based on different tools targeting different generations’ needs.
Index Terms - Employer branding, demographic change, workforce generations, age diversity.