Editorial Record: Submitted February 12, 2024. Revised March 5, 2024. Accepted April 11, 2024. Published June 2024.

Author

ABSTRACT

The recent Commission on Public Relations (2023) report contains a chapter recommendation calling on PR educators to help students understand their priorities and values that might impact job searches and career plans. However, knowledge of their priorities and values is only helpful if the job information discusses them. Numerous studies have investigated employer expectations of PR job applicant’s skills based on analysis of the advertisement content. Few, if any, have examined the subject from the job candidate’s perspective, in this case, Generation (Gen) Z, those born from the mid-1990s to 2010. Employers need to understand the characteristics of Gen Z that differentiate them from previous generations if they are to effectively recruit and retain them in an increasingly competitive job market. This study examines the content of 102 employment advertisements being used by organizations to fill entry-level public relations positions to ascertain if they effectively communicate organizational values, priorities, and culture that would attract Gen Z candidates, such as the organization’s commitment to society and to the employees. Content analysis found that out of ten expectations and priorities important to Gen Z, only a mean of 2.7 were included in each ad. The four most common expectations and priorities included were doing meaningful/impactful work, commitment to diversity, inclusion, equity and belonging, providing modern technology, and workplace flexibility. Surprisingly, only seven ads mentioned the organization’s commitment to the environment.

Keywords: Generation Z, PR job advertisement, work-life balance, CPRE-Commission on Public Relations Education, DEIB, workplace expectations

To cite this article: Lubbers, C.A., Davis, D., George, A., Still, M., & Bacon, V. (2024). Are we speaking their language: The presence of content important to Gen Z in entry-level PR job advertisements. Journal of Public Relations Education, 10(1), 47-78. https://journalofpreducation.com/?p=4632