World Media Economics and Management Conference 2016

In the last couple of years, in Germany as well as in other parts of Europe, startup companies have become more and more attractive for young professionals of Generation Y. Especially in the realm of digital media, new ventures that aim at innovation, scalability and growth are launched at a rapid pace. For this study we asked German students from the field of media and communication where they prefer to work after graduation: Do students decide in favor of entrepreneurial media startups or well-established corporates? The study addresses this question by investigating the critical impact factors that explain the decision to work for a future employer. Based on a literature review, a theoretical framework is developed bringing together the following dimensions: (a) psychological, (b) economical and (c) functional benefits as well as (d) personal characteristics. Results show that startup companies have to be recognized as strong competitors for established corporates. The big media players do not appear to be as attractive now as they were several years ago. An innovative working environment is a critical factor in decision finding in our sample. However, salary as well as status symbols and prestige of the company still play a vital role, too. Therefore, it depends on personal views, preferences and previous work experiences, whether students find a company attractive or not. Nevertheless, we advise media companies – startups as well as corporates – to focus more on employer branding, since loyalty for an employer is rapidly decreasing under todays’ conditions of “War for talent”.