This thesis investigates Generation Z’s perceptions of employer branding in the high-tech sector, where talent shortages intensify competition for skilled professionals. Gen Z enters the workforce with distinct expectations around growth, purpose, inclusion, and authenticity. Prior research often relies on student samples and treats Gen Z as a homogeneous group. This study instead examines young professionals already employed in high-tech industries, exploring how they interpret employer branding signals and form expectations of employers.

Using Q-methodology, 31 Gen Z employees in the Netherlands sorted statements based on the EmpAt model dimensions. Six distinct factors emerged, showing diverse patterns of employer attractiveness. Across all factors, participants valued growth opportunities and transferable skills, while nearly a quarter prioritized economic value through financial stability and job security. Unexpectedly, all participants who emphasized social value identified as male. A post-survey further revealed whether workplace expectations had been met, offering insight into how branding signals align with lived experiences.

The findings highlight Gen Z’s heterogeneity and the role of personalized psychological contracts. Trusted signals centered on empowerment and development, whereas prestige claims and vague innovation narratives were distrusted. Limitations include the small, Netherlands-based sample, underrepresentation of women and younger Gen Z participants, and the cross-sectional design.