NEW APPROACHES IN HRM

71 · Work; · Work content; · Work design; · Loyalty to the company; · Leadership , etc. Figure 6 . Generation Z: Values (example Switzerland) Source: Strategic & Creative Marketing Inc., 2015 It is therefore a priority task of HR Marketing, together with the management, to have a clear common understanding of the strategically important values of the company, which are communicated to the customers, adapted in a way that they are basically identical to the values for which the company also stands as an employer. Examples could be: · Quality; · Sustainability; · Fairness. Some examples of topics/values to be covered by employer branding and employer image maintenance: · Corporate culture; · Working atmosphere / working environment; · Remuneration / benefits; · Future prospects of the industry; · Future prospects of the company; · Development opportunities; · Sustainability; · Fairness, etc.