They’re ambitious, purpose-driven, and unafraid to prioritize their needs. Now 2025, Gen Z will make up over 27% of the global workforce, reshaping how organizations attract and retain top talent. Yet, many employers find it challenging to connect with this unique generation. organizations.
As part of our Cracking the Talent Code series, we’re exploring today’s most pressing workforce challenges—starting with Gen Z. Why is this generation so difficult to win over? Because what resonated with previous generations no longer works. Winning over Gen Z requires companies to adapt to their values and expectations.
Here’s what Gen Z wants—and how you can deliver.
1. Purpose Over Paychecks
For Gen Z, a paycheck alone won’t cut it. A recent LinkedIn study found that 80% of Gen Z employees want jobs that align with their values and provide a sense of purpose. They are also more likely than previous generations to leave a job if they feel it lacks meaning.
What Employers Can Do:
- Showcase your mission: Highlight your company’s values and purpose in job descriptions, on your website, and during interviews.
- Back it up with action: If you promote sustainability or DEI initiatives, provide evidence of your efforts—such as volunteering programs or progress reports on key goals.
2. Growth and Development Opportunities Matter Most
Gen Z places immense value on professional growth. According to LinkedIn’s Future of Recruiting Report, Gen Z employees are 36% more likely than previous generations to prioritize advancement opportunities and 34% more likely to seek skill development programs.
What Employers Can Do:
- Offer clear career paths: Outline advancement opportunities early in the recruitment process. Show how employees can grow within your organization.
- Invest in upskilling: PwC’s Workforce Hopes and Fears study found that 77% of employees are willing to retrain to stay employable—and Gen Z leads this trend. Certifications, training programs, and mentorship are powerful retention tools.
- Revamp onboarding: Research shows that effective onboarding can boost retention by 82% and productivity by over 70%.
3. Flexibility Isn’t a Perk—It’s a Necessity
Work-life balance is a non-negotiable for Gen Z. A John Hopkins study revealed that 73% of Gen Z candidates want permanent flexible work arrangements, whether hybrid or remote. They’re less likely to accept roles with rigid schedules that don’t align with their expectations.
What Employers Can Do:
- Customize flexibility: Not every role requires a 9-to-5 schedule. Offer hybrid options, flexible hours, or perks like “Flex Fridays.”
- Respect boundaries: Encourage unplugged time and avoid after-hours communication to show respect for work-life balance.
4. Transparency Builds Trust
Gen Z values transparency in all aspects of work, from pay to culture. Recent research shares that 86% of job seekers prefer upfront salary ranges in job descriptions, and 62% of Gen Z employees are more likely to apply to companies with visible DEI commitments.
What Employers Can Do:
- Be upfront: Include clear salary ranges, benefits, and role expectations in job postings. Transparency shows respect for candidates’ time.
- Lead with authenticity: Share employee testimonials, team stories, and real examples of how your company lives its values.
5. Recognition and Feedback Are Essential
Gen Z thrives on frequent recognition and feedback. SurveyMonkey data shows that 63% of employees say feeling recognized increases their likelihood to stay. Gen Z wants to feel seen, heard, and valued.
What Employers Can Do:
- Build a culture of recognition: Whether it’s a quick thank-you email or a shoutout in a meeting, consistent acknowledgment goes a long way.
- Give ongoing feedback: Traditional annual reviews don’t cut it. Offer real-time or monthly feedback to keep Gen Z engaged and growing.
6. Technology Is a Dealbreaker
As the first digitally native generation, Gen Z expects seamless, modern tools at work. Slow technology or outdated systems can push them away.
What Employers Can Do:
- Invest in user-friendly tech: From recruitment platforms to communication tools, simplify processes and reduce friction.
- Streamline hiring: Gen Z candidates are more likely to ghost companies if they encounter delays. Use automated tools for scheduling, follow-ups, and updates to keep the process efficient.
Final Thoughts: Adapt to Attract Gen Z Talent
Gen Z talent isn’t looking for just another job—they’re looking for alignment, purpose, and growth. By focusing on what this generation truly values, companies can attract top talent, reduce turnover, and build forward-thinking teams.
Start by asking yourself:
- Does your company culture align with Gen Z’s expectations?
- Are you transparent, flexible, and growth-focused?
- Are you investing in the tools and strategies to engage this next generation of workers?
With the right approach, cracking the code on Gen Z isn’t just possible—it’s the key to building a dynamic, thriving workforce.
Ready to take action? Learn more about how Hoops can help you attract and retain Gen Z talent. Visit us at hoopshr.com or call 877-262-7358 to get started!
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