Attracting Gen Z Workforce: The Effects of Organizational Social Media Policy

Keywords

Cue utilization theory; Generation Z; Labor challenge; Organization attractiveness; Pursuit intention; Social media policy

Abstract

Purpose: Considering Gen Z's unique formative experience with social media, this study aims to apply the cue utilization theory to investigate the effects of social media policy as an organizational cue in attracting this cohort to hospitality and tourism (H&T) companies. Design/methodology/approach: A 2 (policy frame: promotion/prevention) × 2 (policy boundary: distinct/permeable) experiment was conducted with 243 Gen Z H&T job seekers. ANCOVA analyses were performed to analyze the effects of policy frame and boundary on perceived organization attractiveness and pursuit intention, respectively. Findings: This study found that when a company policy promoted social media usage, Gen Z job seekers reported higher attractiveness and pursuit intention in the distinct boundary condition. However, when a company's social media policy emphasized a prevention frame, Gen Z job seekers reported a similar level of perceived attractiveness and pursuit intention, regardless of the policy boundary conditions. Originality/value: This study addressed the literature gaps of limited research on the Gen Z workforce and the effects of social media policy on talent attraction. Based on the cue utilization theory, this study identified the policy clause combinations that generated positive recruitment impacts among Gen Z members. The study provided unique theoretical and practical implications for H&T managers to use social media policy as a novel and cost-effective tool to attract Gen Z talents.

Publication Date

1-1-2024

Original Citation

Zhong, Y., Zhang, L., Wei, W., & Chang, J. C.-J. (2024). Attracting Gen Z workforce: the effects of organizational social media policy. Tourism Review, 79(1), 54–68. https://doi.org/10.1108/TR-11-2022-0582.

Document Type

Paper

Language

English

Source Title

Tourism Review

Volume

79

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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