Abstract
Background/Purpose
This paper investigates employer attractiveness from the perspective of different employee cohorts in Slovakia. The study aims to identify which employer attributes are perceived as most important and to investigate how these perceptions vary across different generational and educational segments. The research addresses current labour market challenges, including shortages of both highly and moderately skilled labour, further exacerbated by demographic ageing.
Methods
A quantitative research design was applied, using a questionnaire survey with a final sample of 481 respondents. A two-step cluster analysis using SPSS software was employed to group respondents with similar preferences.
Results
The results reveal that younger cohorts prioritise opportunities for development and reputation, while older generations emphasise salary and job security. Differences in perception were also observed across education levels. The findings highlight the need for a segmented approach in employer branding strategies, tailored to demographic and regional labour market specifics.
Conclusions
The study contributes to the literature by contextualising employer branding within the Slovak labour market and providing practical insights for organisations seeking to attract and retain diverse talent. These findings are relevant for both academics and HR practitioners aiming to develop more effective employer value propositions.