how to attract and retain gen z - as told by a gen z.

Having grown up in a world of constant change, from tech revolutions to global crises, Gen Z (born 1997 – 2012) approach work with a different mindset. Yet for many employers and older generations in the workforce, trying to understand Gen Z can feel like learning a new language – one spoken in values, vibes, lowercase letters and a demand for authenticity. There are plenty of perceptions about us: we’re lazy workers, allergic to hierarchy, or job hoppers, breezing through roles and companies without direction. But these labels are unfair. Gen Zers aren’t afraid to leave a job that doesn’t serve us, but we’re looking for reasons to stay. 

Social media is the new job board

Traditional job search methods are less effective for Gen Z. Nearly 40% of us prefer TikTok over Google for search, and platforms like Instagram and TikTok are quickly becoming our go-to sources for discovering job opportunities. In fact, 64% of Gen Z have found jobs through Instagram and 46% have done so via TikTok. 

If you want to attract Gen Z talent, start by showing up where we are. That means creating authentic, scroll-stopping recruitment marketing content that reflects your culture, values, employee value proposition, and what it actually feels like to work at your company. We’re not just watching – we’re deciding.  

Prioritise purpose over pay

For Gen Z, a job isn’t just a paycheck – it’s a reflection of our values. 86% of us say we’d choose purpose over salary. We want to work for companies that stand for something, contribute to social and environmental causes, and make a positive impact beyond profit. 

That means companies that lead with purpose and live it day in day out are the ones that will earn our loyalty. Make sure your mission isn’t just written on a wall, but visible in your actions, culture and decision-making. Gen Z want to be part of something real and meaningful.  

Build real connections, not just digital ones

We’re comfortable with technology, but in a post-Covid world, we want those personal, in-the-moment interactions that you can’t get through a screen. That’s why we flocked in our thousands to see Taylor Swift’s Eras Tour. 

87% of us care more about experiences than things, and when it comes to work, that means we want to feel part of a team where we can collaborate face-to-face, learn from each other and socialise together. 

Under [financial] pressure

With rising living costs and student loads to pay back, financial pressure is a real reality for many Gen Zers. Salaries have not increased with inflation in recent years, and as a result, over half (54%) still live at home, and nearly 70% have a side hustle just to make ends meet. 

Consider how you can ease the financial burden of this generation. If you can’t afford to increase salaries, perks that ease everyday costs like travel allowances, gym memberships, or even free lunches can go a long way.  

Here for a good time, not a long time

We’re not the employees of the past who stayed with one employer for decades. We grew up seeing our parents being made redundant during the global financial crisis. Gen Z isn’t disloyal - we’re adaptive. We move around because we’re looking for experiences, growth, and values that align with our own. The corporate ladder is no longer the only path.

Give us a great experience while we’re there, and we might come back. The rise of boomerang employees is proof: if you treat us well, we’ll remember. We’ll leave after a couple of years (on average one to three), but that doesn’t mean it’s goodbye forever. We’ll take what we’ve learned elsewhere and maybe find our way back, bringing even more to the table the next time around. Companies, consider how you keep your alumni engaged – they could be an effective talent pool. 

So, what can employers do?

If you want to attract and retain Gen Z, don’t just think about the skills we bring to the table, think about the environment we need to thrive. Challenge the old ways of thinking and create a space where we can grow, contribute, and feel seen. The more you do to understand us and what we need, the more likely you’ll have Gen Z talent not just for the short term, but for the long haul. 

At Emperor, we're all about helping our clients genuinely connect with the next generation. If you’re looking to attract (and keep) Gen Z, we’d love to chat. Reach out to [email protected]