Internal Communication Strategies and the Generation Z Professionals: Aligning Perception and Expectations of the Newest Workforce - An Exploratory Study on Engagement and Retention through Qualitative Thematic Analysis

As Generation Z enters the global labor market, organizations face the critical challenge of adapting traditional internal communication (IC) frameworks to meet the expectations of the first truly digital-native cohort. This research explores the strategic role of internal communication in shaping employer branding to foster engagement and long-term retention, uncovering patterns in preferences, perceptions and expectations based on a multi-industry and multicultural landscape. Adopting mixed method research design, this study applies a Reflexive Thematic Analysis (RTA) to examine a diverse sample of forty-one participants from Italy and Brazil. The sample was gathered via qualitative semi-structured interview followed by a quantitative survey to triangulate the results and validate findings that elucidated a significant misalignment between corporate communication tactics and the cultural habits of the youngest workforce, despite the proliferation of digital tools. This study dives into Gen Z lived experiences to provide insights for communication strategies that align generational expectations and cultural nuances. Ultimately, this thesis aims to bridge organizational requirements and generational needs to foster a more authentic, human-centric and effective work partnership in the contemporary workplace.