Digital channels for attraction and hiring generation Z: Research results from Serbia


  • Jelena Lukić Nikolić Modern Business School, Belgrade, Serbia
  • Snežana Lazarević College of Sports and Health, Belgrade, Serbia



human resource management, recruitment, Generation Z, digital channels, digital economy


The aim of this paper is to point out on the key digital channels for attraction and hiring Generation Z. During 2021 and 2022 a total of 339 members of Generation Z that study economics, finance, management, and marketing in Serbia participated in research. Results showed that the largest number of members of Generation Z use digital channels during job seeking, such as social networks (Instagram, Facebook, Twitter, LinkedIn), job boards, online reviews, and company websites. Furthermore, results showed that only a small number of members of Generation Z are oriented toward employment agencies, student and youth employment organizations, career centers at faculties, radio, TV, and career magazines. Generation Z is entering the labor market and employers should consider its characteristics and expectations if they want to be adequately prepared to attract, hire, and retain members of this generation.


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How to Cite

Lukić Nikolić, J., & Lazarević, S. (2023). Digital channels for attraction and hiring generation Z: Research results from Serbia. BizInfo (Blace) Journal of Economics, Management and Informatics, 14(1), 17–23.