Purpose-Fit as a Driver of Employer Attraction in the Future of Work

Abstract

This research project investigates a gap in the employer attraction literature and proposes a new concept of Purpose-Fit to affect employer attraction and that this effect is influenced by generation (Generation Z, Millennials, Generation X, and Baby Boomers) and economic stability. A qualitative study conducted 23 semi-structured interviews of current and recent job seekers in the knowledge economy across various demographics investigating which employer attributes are most attractive to job seekers. Analysis of interview data identifies opportunity for career advancement as the prevailing driver of employer attraction among Generations X, Y, and Z. The importance of people in networking, signaling, and similarity also proved prevalent across generations. Reconciling the research findings with existing literature and theory, a new concept of Purpose-Fit is proposed which combines perceived fit and organizational purpose. Purpose-Fit emerges as driver of employer attraction, undersurface, and elicits high emotion response observed among the interview participants. As a higher order need, Purpose-Fit competes with lower order needs of compensation and stability. Purpose-Fit is found to be influenced by generation albeit nuanced, and by economic stability deeming the pursuit of Purpose as potentially privilege.