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Selling retailing to Generation Y graduates: recruitment challenges and opportunities

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This article broadens our understanding of the key factors held important by Generation Y graduates at the beginning of their career and in the longer term. Using the results of a questionnaire with 340 undergraduate business school respondents across two universities, students' experiences of, and attitudes towards, retail employment while a student are explored. The article moves on to consider the employment factors considered by these Generation Y students to be most important immediately after graduation and then in their longer term career. The findings demonstrate the value systems held by Generation Y and recommendations are made to retailers on how to better attract potential graduates to the sector.

Keywords: Generation Y; UK; graduate employment; retail; students

Document Type: Research Article


Affiliations: 1: Department of Marketing, University of Stirling, Stirling, UK 2: Division of People Management and Leadership, Glasgow Caledonian University, Glasgow, UK 3: Division of Strategy, Innovation & Enterprise, Glasgow Caledonian University, Glasgow, UK

Publication date: 2009-09-01

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