EMPLOYER BRAND ELEMENTS IN AGRIBUSINESS JOB ADVERTISEMENTS

FEKETE ISTVÁN – DAJNOKI KRISZTINA – SZŐLLŐSI LÁSZLÓ

Keywords: Keywords: agriculture, HR, employer branding, agricultural enterprises, employee benefits, employer attractiveness, Generation Z JEL codes: E24, J23, J30

Teljes cikk
In the past 10-15 years in Hungary, too - and the agricultural sector is no exception - it has become increasingly urgent for companies to adopt innovative tools and strategies in addition to the classic human resource management (HR) methods. Winning the battle for talent is one of the keys to the future competitiveness of agribusiness firms, and this is particularly true in a sector of high strategic importance at national economic level. The aim of the research is to systematically explore employee benefits appearing in job advertisements of Hungarian agricultural companies and to examine the extent to which these correspond to Generation Z preferences identified in the literature. To this end, a quantitative content analysis of agricultural job advertisements was conducted. One of the largest job portals in Hungary, profession.hu, was chosen as the source of job advertisements. The criteria for the inclusion of the advertisements in the research sample were full-time employment and the suitability of the job for graduates.
Based on our research, we found that agricultural enterprises should place much more emphasis in employer branding, through the job advertisements they display, on family-life balance, flexible working hours, autonomy at work, opportunities to support quality leisure time, employee catering, and benefits to reconcile work and family life. It is proposed that more emphasis should be placed in job advertisements on the offer of leisure time and financial benefits, which could help to attract young talent to the agricultural sector. It would also be essential to communicate more effectively the specificities and benefits of individual benefits in job advertisements and on company careers websites, so that applicants know more effectively what they can expect. DOI: https://doi.org/10.53079/GAZDALKODAS.70.1.t.pp_35-46