Christopher Benedict Buckert

Christopher Benedict Buckert is a master student of business administration and student assistant at the Research Group of Marketing and Retail Management at the Philipps-University of Marburg.

In his master's thesis, Benedict is focusing on the concept of Employer Branding for Generation Z (born after 1995). In particular, the COVID-19 crisis, demographic change, and shortage of skilled workers have had a major impact on the world of labor and thus led to a change in the needs and expectations of an employer. The aim of his thesis is to find out what influence selected job characteristics have on Generation Z's choice of employer. Therefore, he plans to measure the evaluation of selected job characteristics from the perspective of students with an economical or engineering background. In order to measure their utility, Benedict wants to set up a Choice-based Conjoint Analysis (CBC) to simulate employers' elections.