The IRIS Augenpraxis AG, a family-owned eye clinic in Bern, Switzerland, has recently relocated to larger facilities to accommodate its expanding operations and deliver advanced eye care services. To better appeal to Generation Z, the clinic seeks to adjust its recruitment and retention measures accordingly. Consequently, the research question of this thesis is: How can the IRIS Augenpraxis AG be an attractive employer for Generation Z?

To answer this research question, a mixed methods approach was employed. This involved analyzing existing quantitative and qualitative research on Generation Z and collecting qualitative data through a focus group interview with Generation Z opticians to develop practical recommendations for Gen Z recruitment and retention for the IRIS Augenpraxis AG.

The key findings of this bachelor thesis reveal important insights into attracting and retaining Generation Z employees for SMEs such as the IRIS Augenpraxis AG. Firstly, to be an appealing employer for Generation Z, SMEs need to leverage their unique strengths in comparison to larger companies. It is crucial for SMEs to identify and communicate these advantages effectively through their Employer Value Proposition and Employer Branding strategies. By highlighting the specific benefits that align with Generation Z's values and preferences, the IRIS Augenpraxis AG can position itself as an attractive employer for this demographic. Furthermore, the IRIS Augenpraxis AG can adapt its job advertisements to align with their Employee Value Proposition and the overall characteristics and values of Generation Z. Moreover, the findings suggest that passive recruiting strategies are insufficient for attracting Generation Z employees. SMEs like the IRIS Augenpraxis AG can adopt Active Sourcing techniques to proactively reach out to potential candidates. In terms of Generation Z retention, the findings emphasize the importance of acknowledging and supporting a healthy work-life balance.