Open Access Conference Proceedings

Human capital is currently a highly debated topic both among scholars and company managements. Companies are now directly confronted with the impacts of changing structure of the job market brought about by globalization, changes in demography and Generation Z entering the job market. Generation Z is the first highly interconnected generation: most of Generation Z have used communication and media tools and the Internet throughout their lives. Another phenomenon often considered a result of globalization is the rapid technology development. The present article deals with human capital from the perspective of recruitment procedures that target new employees, who determine the human capital value of a company. The article presents results of research done by the authors, whose aim was to analyze the currently preferred trends in recruitment communication strategies used by companies to attract Generation Z. Respondents of the survey were students of technical and logistics high school programs. Presented results make it possible to define areas that will require elevated attention to increase the value of human capital through suitable communication with potential employees.

Keywords: Human capital, Generation Z, recruitment, communication, technical high schools

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