Gen Z is officially entering the workforce. The generation famously known for reshaping consumer markets with TikTok trends is now looking for jobs. By 2030, they’ll make up nearly 30% of the U.S. workforce, according to the U.S. Bureau of Labor Statistics, so if they’re not part of your team now, they’ll arrive pretty soon.
Like with everything they do, Gen Z-ers are changing how we think about work. Primarily, they want a workplace that reflects their values, supports their well-being, and offers clear career advancement opportunities.
And they’re not shy about walking away if those expectations aren’t met. So, it may take some adjusting on your part to attract top young talent. The good news is that these changes are beneficial for everyone, including your bottom line.
So, let’s see what Gen Z workers want and what you can do to put your business on their map.
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Flexibility is an Expectation, Not a Perk
Zoomers are the first generation of true digital natives, which means they’re perfectly at ease using technology to connect with coworkers, clients, and business partners alike. They also experienced the global experiment of remote work, and unlike older generations, they loved it.
Of course, this doesn’t mean they don’t understand and appreciate in-person collaboration and connection. But, following the idea that “too much of anything isn’t good,” they’d rather have the freedom of flexible hours and working remotely.
This attitude is not necessarily a defiance of norms and traditions. It’s just the natural conclusion of technological advancements. We don’t have to be chained to an office or a desk from 9 to 5 anymore.
Even professions once thought to be permanently tied to a physical location, like healthcare, are adapting. Thanks to telehealth platforms, patients can consult with an online doctor from the comfort of their homes and receive adequate treatment. Doctors are also at an advantage because they can work according to their own schedule, regardless of location.
This is why positions like Telehealth Provider pop up in job ads a lot more often these days.
A job post for Telehealth Provider
When you grew up in a digital-first world, where collaboration happens on Slack, FaceTime, and Google Docs, it’s no wonder recent surveys say 72% of Gen Z workers put flexible work options as a top priority when choosing an employer.
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Career Growth and Development are Non-Negotiable
A recent Deloitte survey found that only 6% of Zoomers want to reach a leadership position. However, this doesn’t mean these youngsters are not ambitious. It simply means their ambitions are taking a different shape.
When asked, they placed learning and development as one of the most important reasons for being in the workforce. Gen Zs want guidance, support, mentorship, and inspiration from their managers and companies.
As for financial perks, even though Zoomers are known to care more about values and authenticity, employee benefits packages are still a good method to attract talent. These are especially critical for those graduating from colleges and universities.
Approximately 50 to 60% of recent graduates struggle with student loan debt (which is roughly $1.8 trillion in the US), so employer-assisted debt relief programs that target Gen Z-ers are quite appealing.
A great example to follow in this scenario comes from NVIDIA, which launched an initiative to help Gen Z employees repay student loans of up to $30,000.
Screenshot of Nvidia’s initiative
For entrepreneurs, the message is clear: the most effective way to attract and retain top talent from this generation is through structured training programs, mentorship, financial support, and clear career paths for professional growth.
Authenticity in Branding via Social Media
When you grow up surrounded by online ads and intricate marketing schemes, it becomes second nature to recognize disingenuous or performative corporate image. If you want to attract Gen Z talent, you need to build a reputable online presence that values authenticity and transparency.
This is where social media platforms come in. Zoomers use these platforms for everything, from entertainment to research and job searching. Plus, young adults are highly skeptical of traditional advertising and use social media as a tool to verify a brand’s claims and see if it’s “walking the talk.”
Companies of all sizes and from all industries are already taking note of this preference. Even brands from traditionally stiff industries, such as law firms, are using social media to show their values and attract candidates.
Take this ‘We’re hiring’ post from Osbornes Law as an example. They’re recruiting conveyancing solicitors for their Property Law team through LinkedIn. The post is well-optimized with relevant hashtags like #solicitorjobs and #conveyancingjobs, making it easy for Gen Z candidates to discover. On top of that, their LinkedIn company profile is fully built out, featuring strong visuals and regular posts that drive engagement.
Screenshot of Osbornes Law hiring post on LinkedIn
Lastly, Gen Z-ers know to trust people, not ads. Seeing a friend, an influencer they trust, or a community member use a product holds far more weight than a professionally produced ad. Social media is the engine that drives this “word-of-mouth” marketing. The best thing a company can do is build a powerful, authentic reputation that feels more like a community recommendation than a corporate message.
Skill-Based Hiring Over Traditional Degrees
Gen Z is less focused on a college degree primarily due to the rising cost of tuition and mounting student debt. They’ve seen older generations struggle with loan repayments, leading them to question the return on investment of a four-year degree.
Instead, they are prioritizing skill-based learning and exploring alternative pathways like trade schools, certifications, and apprenticeships that offer faster entry into the workforce.
This is where local companies in the trades industry can cash in big time by offering certified apprenticeship programs for new employee development. Let’s take the case of Bates Electric. The company offers its own apprenticeships to shape the future line of skilled electricians in St Louis, MO.
Screenshot of Bates Electric’s offer for new employees
Companies that need mostly knowledge-based work can tap into this trend by offering in-house courses or access to online courses and micro-certifications. Overall, Gen Z prefers to learn on platforms like Coursera and Udemy because these offer focused, job-ready credentials in high-demand fields such as data analytics, cybersecurity, and digital marketing.
Mental Health & Well-Being Are Non-Negotiable
Once their basic needs (salary, benefits, perks) are met, the most effective way to motivate Gen Z employees is by prioritizing mental health and well-being in the workplace.
This generation grew up amid economic uncertainty, climate anxiety, and the pressures of social media, so they’re highly attuned to stress and burnout. They want workplaces that recognize these realities and actively support employee well-being.
Young adults entering the workforce are increasingly choosing employers that offer robust mental health support, including counseling services, mental health days, and a culture that openly discusses well-being.
They see a healthy work-life balance as integral to their overall success and are quick to leave a job that contributes to burnout. This is why companies that prioritize mental health see tangible benefits in productivity and retention.
If you want to attract younger top talent (now or in the near future), here are a few things to consider implementing, as an entrepreneur:
Accessible mental health resources: counseling, Employee Assistance Programs (EAPs), and mental health days.
Normalize open conversations: Encourage managers to discuss mental well-being and create a stigma-free environment.
Flexible workloads: Align responsibilities with realistic expectations to prevent burnout.
The Takeaway
Every new generation brings something different into the workplace, and now it’s Zoomers’ time. They have clear expectations around flexibility, purpose, mental health, growth, and technology, and are not shy about standing their ground.
The takeaway is simple: understand what drives this generation, act on it, and position your company as a place where Gen Z wants to grow, thrive, and stay.
Image by Freepik
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