Perfil de propuesta de valor del empleador para atraer candidatos de la generación Z a las empresas en México
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En la actualidad se reporta una escasez de talento en las empresas (Manpower Group, 2022), situación que ha puesto en alerta a las organizaciones para tratar de conseguir a los mejores colaboradores disponibles en el mercado laboral. Uno de los métodos más usado para reclutar talento joven es la captación de candidatos en las universidades. Los estudiantes que están egresando forman parte de la generación Z o centennial y, por tal motivo, es de interés de las empresas entender los atributos que son atractivos para este grupo generacional con la intención de contar con una propuesta de valor adecuada para fomentar la captación de los mejores candidatos. En este estudio se desarrolló una investigación en una muestra de 423 estudiantes de los últimos dos semestres de licenciatura en carreras afines a los negocios, en dos universidades en la Ciudad de México, una pública y otra privada, ambas líderes en México de acuerdo con QS (2024).
Como resultado se encontró el perfil de los 10 atributos más valorados por los estudiantes de negocios centennials, con los que se puede construir una propuesta de valor atractiva para captar candidatos talentosos de este grupo generacional. Adicionalmente, se presenta un análisis detallado sobre los seis factores que resultan atractivos (integrados por 27 atributos) para el grupo generacional centennial cuando evalúan a un empleador, lo que ofrece a las organizaciones la oportunidad de revisar su propuesta de valor y, con ello, mejorar la percepción de los candidatos sobre la marca del empleador.
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