The Influencing Factors to Attract Thai Generation Z to Work Effectively in an Organization

Abstract

Generation Z (Gen Z) holds a unique set of expectations, having grown up in a digital era that has shaped their perspectives and work styles. Estimates suggest that Gen Z constitutes 20% of the Thai population and is more willing to embrace job changes. Consequently, employers face turnover, recruitment, and employee retention challenges. This research investigates the influencing factors that effectively attract, recruit and retain Thai Gen Z individuals in organizational settings. The survey engaged 307 respondents, conducted online among GenZ individuals aged between 20 and 28, holding diplomas, bachelor's degrees, or higher qualifications, and employed in private companies in Bangkok, Thailand. Pearson correlation analysis revealed relationships between variables, while multiple regression analysis (MRA) was used to test hypotheses. The results highlight significant correlations between income packages, leadership culture, company culture, work-life balance, work environment and attraction, recruitment, and retention of Thai Gen Z to work in an organization. Income packages, leadership culture, company culture, work-life balance, and work environment significantly influence this demographic's attraction, recruitment, and retention. This study offers valuable insights into the mindset of Thai GenZ individuals. These recommendations for organizations aiming to attract, recruit, and retain employees in a highly competitive job market are necessary based on quantitative and qualitative research for comprehensive analysis regarding further studies.