Lena completed a part-time Master's degree in Business Administration. She wrote her Master’s thesis in collaboration with RKW. Lena has been working at the RKW site in Echte since 2018. She began her career with a double degree in business administration, which she combined with an apprenticeship as an Industrial Management Assistant. After successfully graduating, she gained initial practical experience in Customer Service and, in parallel, began her part-time Master’s program.

What was the topic of your Master's thesis and how did you choose it?

The topic of my Master's thesis was: “Discussion on Employer Branding for recruiting and binding Generation Z using RKW as an example.” It was important to me to choose a topic that appeals to and affects me personally, as I belong to Generation Z and have noticed from my own experience that expectations of the workplace and employers have changed significantly.

Why did you decide to write your Master's thesis in collaboration with RKW?

I already wrote my Bachelor's thesis in collaboration with RKW and had an entirely positive experience. The support I received assured me that my topics and ideas were in good hands. That is why I wanted to write my Master's thesis in collaboration with RKW as well.

What were the most important insights gained during the process? Were there any challenges?

An important insight for me was the enormous potential of Employer Branding, especially when it comes to engaging Generation Z. It became clear that traditional measures are often no longer sufficient and that authenticity and value orientation are becoming increasingly important.
Of course, there were challenges, especially when it came to organizing everything alongside my work. Effective time management was crucial. Coordinating interviews and gathering internal information also required patience. Nevertheless, thanks to RKW’s support, I never felt alone.

What value did you gain from working with RKW?

As part of Generation Z, I was able to contribute my perspective – both from an academic point of view and from personal experience. At the same time, working closely with others allowed me to gain new insights and expand my network within the company.

What advice can you give to people who want to complete a part-time Master's program?

A part-time Master's program requires a lot of discipline, as long periods of study often follow a working day. Despite the workload, it was worth the effort for me, as I was able to apply what I learned in my studies directly in practice and, vice versa, benefit from my professional experience in my studies.