Gen Z (those born between 1997 and 2012) is rapidly reshaping the workforce. By the end of 2025, they will make up more than a quarter of the global workforce, and by 2030, nearly a third.
Their influence extends beyond employment - Gen Z wields over $7 trillion in purchasing power - shaping industries, workplace expectations, and employer branding.
Unlike previous generations, Gen Z values flexibility, purpose-driven work, and career growth over traditional perks. They expect inclusive cultures, strong work-life balance, and companies that align with their values. As digital natives, they also seek tech-driven workplaces that embrace innovation and collaboration.
The future of work is changing - and organisations must evolve to secure, and retain, the best talent.
What Gen Z wants at work (and what they won’t tolerate)
Gen Z prioritises purpose-driven work, seeking careers that align with their values and make a tangible impact. They want employers who are socially responsible - 21% would consider leaving a job if their company wasn’t engaged in social issues. Businesses that champion sustainability, ethical leadership, and meaningful work will have the edge in attracting and retaining them.
Flexibility and work-life balance are non-negotiables. Hybrid work, flexible hours, and mental health support are now expectations, not perks. Gen Z is 1.9x more likely than other generations to report struggling with mental health, making workplace well-being initiatives critical for retention. A company that offers rigid structures with little focus on employee welfare will struggle to keep them engaged.
Career growth and continuous learning are essential. Imagine a young employee, eager to expand their skills, aware of what they can add to their skillset if given the opportunity, but stuck in a stagnant role - they won’t stay long. Gen Z wants mentorship, development opportunities, and clear career progression to feel invested in their future.
A technology-first environment is another expectation. Growing up with seamless digital experiences, Gen Z won’t tolerate outdated systems and inefficient workflows. Picture a company still reliant on clunky software and excessive email chains - to Gen Z, this signals inefficiency. They expect automation, AI-driven tools, and modern collaboration platforms.
Diversity, inclusion, and social responsibility are paramount for Gen Zers. They expect genuine commitment to DEI and sustainability, rejecting workplaces that treat it as a tick-box exercise. They are 82% more likely than previous generations to reject traditional gender norms, making inclusivity a core expectation rather than a nice-to-have.
How to hire Gen Z (and actually get their attention)
A strong employer brand is crucial in attracting and retaining Gen Z talent. They want to work for companies that authentically showcase their values and culture, not just through corporate statements but via social media, employee testimonials, and real workplace stories. Our Employer Brand blog [LINK WHEN POSTED] explores how businesses can position themselves as top employers in a competitive market.
Transparent communication is also essential. Gen Z expects upfront conversations about salary, career progression, and company mission. According to Robert Half’s 2025 Salary Guide, 67% of hiring managers feel that Gen Z candidates have become more demanding about salary expectations compared to last year. Employers who provide clear salary structures and progression pathways will earn their trust.
Authentic company culture matters more than ever. Gen Z values mental health initiatives, community impact, and workplace inclusivity. While they trust print and broadcast news, 60% get their news from social media and influencers, meaning companies must engage in genuine conversations online to connect with this generation. Businesses that live their values - not just advertising them - will win their loyalty.
How to keep Gen Z interested
Personalised career paths are key to keeping Gen Z engaged. They want mentorship, coaching, and clear growth opportunities tailored to their skills and ambitions. Imagine a new hire full of potential, but instead of meaningful projects and mentorship, they’re stuck in repetitive tasks with no clear next step - they’ll check out, and fast. Companies that invest in individualised learning, leadership pathways, and skill development will retain top talent.
Encouraging feedback and participation is equally important. Gen Z expects their voices to be heard and their ideas to be valued. Picture a company that only seeks feedback in annual reviews - a Gen Zer would disengage. Instead, giving real-time feedback, open discussions, and employee-led initiatives creates a culture where they feel empowered and invested in the business.
Prioritising wellbeing is non-negotiable. This generation is 44% more likely to believe that when you’re young, it’s better to enjoy life than work excessively. Companies that offer mental health benefits, wellness programs, and flexible work policies will attract and retain talent by supporting their need for balance and purpose beyond the workplace.
The future of work
Gen Z is redefining the workplace, demanding purpose, flexibility, career growth, and authenticity.
Companies that fail to evolve will lose out on the next generation of talent. Retaining them isn’t just about perks - it’s about culture, values, and opportunity.
At Orbis, we help businesses build workplaces where Gen Z thrives. Get in touch to refine your employer brand and retention strategy for the future.
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