Gen Z is rapidly entering the workforce, bringing with them a new set of expectations that are already transforming the job market. For anyone working with Employer Branding, recruitment, or Talent Acquisition, it's essential to understand what truly appeals to this generation. Perks like company cars, free snacks or flashy offices no longer carry the same weight.
So, what does Gen Z really want from an employer? And how should you adapt your Employer Branding strategy to attract them? Here are 5 key insights to help you attract and retain the workforce of the future.
1. Gen Z is not a homogenous group
First things first: Gen Z is not a homogenous group. Born between 1997 and 2012, Gen Z includes people who right now are anywhere from 13 to 28 years old. Some are still in school, others have just entered the workforce, and a some have already stepped into senior leadership roles.
This means they’re at very different stages of life, with varying motivations, needs, and expectations. To attract Gen Z, it’s not enough to focus on age or other demographics. You need to understand their values, digital habits, and what they genuinely expect from an employer – then tailor both your messaging and channels accordingly.
2. Gen Z wants a "Safe Space," not just job security
For previous generations, security often meant financial stability, a permanent contract, and a clear career path. For Gen Z, these are baseline expectations – not differentiators.
What Gen Z truly seeks is emotional security: feeling seen, respected, and welcomed by their peers. They want employers who genuinely care about employee wellbeing – not just in words, but in company culture, communication, and leadership.
A safe and supportive work environment is essential. Trends like nostalgia (re-watching childhood shows, replaying old games) reflect a desire for stability and familiarity. At work, this translates to being able to show up authentically, try new things, and make mistakes without fear of judgment.
This need for security also shapes how Gen Z wants to be led. Instead of yearly performance reviews, they prefer microdoses of feedback – like weekly check-ins or one-on-ones. In fact, 73% of Gen Z say they would consider leaving an employer if they don’t receive regular feedback and communication.
To meet these expectations, organizations must invest in leadership and systems that support continuous dialogue and psychological safety.
3. Balance over burnout – Gen Z wants a slower pace
Gen Z doesn’t buy into the old hustle narrative. They don’t want to work themselves to exhaustion for 20 years just to enjoy life later. They want to live now while doing meaningful work.
Did you know that 46% of Gen Z would like to be “severed”? According to a study by Unmind, the term references the show Severance, where characters undergo a procedure that completely separates work from personal life. It highlights Gen Z’s strong need for boundaries and mental detachment from work.
Work-life balance is non-negotiable. Trends like quiet quitting, bare minimum Mondays, and task masking aren’t signs of laziness – they’re responses to a culture that has long prioritized productivity over wellbeing. Gen Z is ambitious, but not at the expense of their mental health.
Remote work or wellness stipends alone aren’t enough. Gen Z wants proof that balance is embedded in your culture – clear work hours, leadership that leads by example, and a culture that encourages both short and extended breaks.
Career breaks and micro-retirements are also on the rise. LinkedIn even offers a Career Break feature to normalize and highlight them as part of one’s professional journey.
This shift isn’t just about Gen Z. Building a workplace where recovery is encouraged will create a more sustainable culture for everyone.
4. Transparency and authenticity earn trust
Raised on social media, Gen Z can spot overly curated content and inauthentic messaging from a mile away. They value transparency and realness in everything – including your Employer Brand.
In fact, 73% of Gen Z say they’ve quit a job because it didn’t live up to their expectations.
These expectations are often shaped long before the first day – through social media, careers pages, and Employer Branding content. If the reality doesn’t match the image, trust is quickly lost. Want to create a consistent experience from first impression to onboarding? Check out our blog post on Employer Branding and the candidate journey.
Gen Z is allergic to polished facades. They want the truth about what it’s like to work at your company – even if that includes challenges. It's better to show the full picture than to try to appear flawless.
One of the most effective ways to reach Gen Z is through Employee Generated Content (EGC). Content created by employees is shared 8x more often than corporate content, and 80% of Gen Z trust influencers or individuals sharing real experiences.
Want to earn Gen Z’s trust? Let your employees tell the real story.
5. Meet Gen Z where they are
Gen Z is the first generation to fully grow up with social media, using it not just for entertainment but for making career decisions. So, simply being present isn’t enough – you need to understand where they are, what they value, and how to influence their perception of your brand.
While LinkedIn remains a key platform in many recruitment strategies, the landscape is shifting:
- 76% of Gen Z use Instagram for career advice – more than twice the number using LinkedIn (34%)
- 52% of Gen Z use TikTok for career advice
- 92% trust career advice from TikTok
- 95% consider a company’s social media presence before applying
- 75% follow career-focused creators or influencers
Content that makes Gen Z more likely to apply includes:
- Company achievements and successes (62%)
- Insights into workplace culture (61%)
- "Day in the life" employee content (50%)
- DEI initiatives (48%)
- Job posts (43%)
(Source: Zety)
To reach Gen Z, you need to show up where they spend their time. That means more than just a LinkedIn page – it means understanding their digital behavior, being active on TikTok and Instagram, and creating content that reflects your culture authentically.
Gen Z wants to connect with employers the same way they connect with other brands – in their feed. Show up with real, relevant content, and you’ll attract their attention.
Employer Branding for Gen Z demands a fresh approach
There’s no one-size-fits-all formula to attract Gen Z. But one thing is clear: they expect respect, inclusion, and a genuine focus on wellbeing. They don’t just want to know what you offer – they want to know why it matters.
Summary – 5 Things to Keep in Mind to Attract Gen Z:
- Go beyond demographics – understand their values and needs
- Offer psychological safety and regular feedback
- Emphasize balance and recovery as part of your culture
- Communicate authentically – let employees share their reality
- Be active where they are, like: TikTok, Instagram, and other creator-driven platforms
Want to dive deeper into how to build an attractive Employer Brand for the next generation of talent? Download our e-book: 7 Steps to a More Inclusive Employer Branding Strategy.
