IR 5.0: A CONCEPTUAL STUDY ON THE IMPLICATIONS FOR EMPLOYER BRANDING FOR GEN Z

Abstract [English]

This paper explores the intersection of Industry 5.0 (IR 5.0) and employer branding, with a specific focus on how organizations can leverage IR 5.0 principles to attract, engage, and retain Generation Z (Gen Z) talent. The study aims to provide insights into how the human-centric and sustainability-focused aspects of IR 5.0 reshape employer branding strategies, aligning them with the values and expectations of Gen Z. A conceptual framework was developed by reviewing existing literature on Industry 5.0, employer branding, and generational workforce preferences, particularly those of Gen Z. The paper employs a qualitative approach, synthesizing key themes from the literature to propose strategic employer branding adaptations. Insights were gathered from case studies, secondary data, and industry reports to illustrate real-world applications and potential outcomes. The study identifies several key areas where IR 5.0 enhances employer branding for Gen Z, including the emphasis on personalized work experiences, sustainability, ethical practices, innovation-driven cultures, and human-machine collaboration. It also highlights Gen Z's demand for flexible work arrangements, continuous learning, and purpose-driven roles. These alignments present opportunities for companies to differentiate themselves in a competitive job market. However, a successful alignment requires a comprehensive and authentic integration of IR 5.0 principles into the company’s branding strategy. The conceptual nature of this study limits empirical testing of the proposed framework. Further quantitative research and case studies are needed to validate the findings across different industries and regions. Additionally, rapid technological advancements may require continuous updates to the proposed model as IR 5.0 evolves. Organizations looking to enhance their employer brand and appeal to Gen Z should integrate IR 5.0 principles into their strategic approach. This includes fostering a culture of sustainability, promoting lifelong learning, and leveraging advanced technologies for human-centric innovation. Adopting these practices can strengthen employer branding and attract tech-savvy, value-driven Gen Z talent. This paper is among the first to conceptually link Industry 5.0 with employer branding for Gen Z, offering fresh insights into how the next industrial revolution impacts talent management strategies. It adds to the emerging discourse on how technological and human-focused innovations can reshape workforce dynamics and recruitment practices.