Branding municipal employment within Metro Vancouver to enhance appeal to Generation Y post-secondary students

This study uses primary research to examine the attitudes of Generation Y post-secondary students towards municipal employment in the Metro Vancouver region of British Columbia, Canada. Secondary research is used to define the individual elements of the research question outline the importance of attracting younger workers to the municipal sector examine what attracts Generation Y to an employer investigate methods of employer branding define the value proposition offered by Metro Vancouver municipal employers and recommend branding strategies that municipal employers can use to enhance their attractiveness as employers to Generation Y. The research shows that the Generation Y post-secondary students surveyed held both positive and negative perceptions of municipal employment. The final section of the study makes recommendations on how to strengthen the positive perceptions and eliminate the misconceptions through an employer branding campaign.--P.ii.