Recruiting the next generation: insights from a corpus study of job advertisements targeting Gen Z

In a context marked by complex and rapidly changing circumstances, Generation Z (Gen Z) – comprising individuals born between 1995 and 2010 – is entering the workforce in increasing numbers. As the newest cohort of labour market participants, Gen Z has gained growing attention in discussions about workplace needs, expectations, and values. It has been observed that this generation places a high value on cultural alignment with their prospective workplace, making it essential for companies to engage effectively with them from the very first point of contact, namely the job posting. Job advertisements not only inform potential applicants about vacancies but also reflect contemporary employment culture and organisational values. These texts project an image of the company, its workforce, and the nature of the expected collaboration. In the specific context of organisational research on recruitment practices, person-organisation (P-O) fit can be considered as the match between an applicant and the broader organisational traits. This study investigates the relationship between the profile of the Generation Z workforce and the organisational identity, values, and culture conveyed through job advertisements targeting this generation, focusing on whether there is fit or misfit between the two. To effectively respond to the research question, a Corpus-Assisted Discourse Studies (CADS) approach is proposed to analyse a corpus of online job advertisements collected from a job board designed for students and recent graduates. Preliminary findings provide insights into how companies approach job advertising for Gen Z, identifying areas of alignment with young people's values as well as elements of misalignment.