Digital-sector SMEs, the Eldorado of Generation Z?

Laïla Benraiss-Noailles (1) , Olivier Herrbach (1) , Catherine Viot (2)

1 IRGO - Institut de Recherche en Gestion des Organisations
2 LSAF - Laboratoire de Sciences Actuarielles et Financières [Lyon]

It has always been more difficult for SMEs to attract candidates than larger organizations, whose arguments can be more convincing. This article compares the factors that influence the attractiveness of SMEs and large enterprises (LEs) in the digital sector, as perceived by members of Generation Z. To this end, a study was conducted with young people from Generation Z as future employees in the digital sector. The results show that attractiveness factors differ between LEs and SMEs. Digital-sector SMEs are seen as employers that pay lower wages than large companies but promote creativity and innovation. This study was conducted prior to the COVID crisis.

Mots clés: attractiveness; SMEs; large companies; GenZ.; Digital-sector

Domaines: Sciences de l'Homme et Société

Laïla Benraiss-Noailles, Olivier Herrbach, Catherine Viot. Digital-sector SMEs, the Eldorado of Generation Z?. International Marketing Trends Conference, 2022, ROME, Italy. ⟨hal-03714706⟩