Re-envisioning Organizations through Transformational Change

Chapter 2Hybrid Work: Gen Z Expectations and Internal Employer Branding Implications

Leyla Yacine and Heikki Karjaluoto

University of Jyväskylä, Finland

DOI: 10.4324/9781003267751-3

Contents

• 2.1 Introduction

• 2.2 Literature Review and Theoretical Framework

  • 2.2.1 Gen Z Profile

  • 2.2.2 Internal Branding Targeted to Gen Z in New Working Models

  • 2.2.3 Hybrid Work: Multi-Located and Connected Work

• 2.3 Theoretical Framework

• 2.4 Methodology

  • 2.4.1 Data Collection

  • 2.4.2 Data Analysis

• 2.5 Findings: Gen Z Expectations for Hybrid Work

• 2.6 Internal Branding Implications for Hybrid Work

• 2.7 Research Limitations and Future Research

• References

2.1 Introduction

Gen Z – also known as “Generation Z” or “iGeneration” born between 1997 and 2009 – has been ...