What employers does the young generation prefer?

Values and expectations of the young generation

Generation Z is the first generation to consciously focus on work–life balance, finding meaning in work, and identifying with their employer. When choosing a company, young people often ask themselves: “Will this job allow me to support myself, grow, and still have time for myself and my loved ones?”

“A young person from Gen Z, when entering cooperation with an employer, asks: ‘Will this job allow me to support myself, develop, and still have time for myself and my loved ones?’”

As a result, working conditions involve more than salary or the type of contract — they include training opportunities, career guidance, and an organizational culture aligned with personal values. Companies that provide space for meaningful work and allow employees to feel their impact gain an advantage in attracting talent. Even in large, structured companies, it is increasingly important that each young employee has a tailored development path rather than participating in generic “one-size-fits-all” training.

Choosing an employer has become part of a personal strategy: not just “where to get a job,” but “where to grow in a way that aligns with who I am and who I want to become.” Companies ignoring these expectations risk losing candidates not only to competitors but also to freelancing or independent professional paths, which many young individuals consider.

What a “green company” means and why it matters

Environmental awareness is high among Generation Z. Young people express strong interest in climate and environmental protection. However, despite their motivation, many lack knowledge about so-called green skills — professional competencies related to sustainable development.

As many as 73% of surveyed young people do not know what green skills are.

A “green company” is not defined by symbolic gestures but by a business strategy that incorporates environmental considerations — reducing negative environmental impact, reporting ESG activities, using resources efficiently, and engaging employees in sustainable transformation.

Why does this matter to a young employee? First, it strengthens identification with the employer: when a company embodies values aligned with one’s worldview, job satisfaction increases. Second, it provides development opportunities: the future job market will increasingly demand sustainable skills, meaning companies oriented toward green transformation can offer growth and long-term career prospects.

Although young people are open to working for such employers, they still expect support from the company — accessible training, clear pathways, and tools for skill development. Without these, ecological declarations are perceived merely as empty slogans.

Working conditions and benefits that attract Gen Z

For Generation Z, desirable employers offer not only appealing values but also specific working conditions and benefits. Among the most appreciated are flexible work hours, remote work options, mental health and wellbeing programs, transparent employment rules, and an emphasis on maintaining a healthy balance between work and private life.

Non-financial factors, particularly various benefits, are very important for Gen Z.

Beyond flexibility and wellbeing, skill development plays a key role. Training, mentoring, and understanding an employee’s career goals build a sense of partnership rather than hierarchy. Companies that neglect this risk high turnover and low engagement among young employees.

Authenticity also matters. If a company promotes ecological or social values but implements few concrete actions, young people quickly notice the mismatch. This disconnect can influence their decision to apply for a job or stay with the company.

How companies can attract young talent — what is worth doing

If you are an employer seeking to appeal to the younger generation, start by understanding what stands behind their expectations. A young employee does not expect a perfect company but one that communicates clearly, offers real opportunities for development, and respects personal time. Transparent employment conditions are the foundation.

Companies should communicate transparent employment conditions.

Establishing development paths is another essential step — not generic training programs but personalized plans tailored to individual aspirations. For those interested in green skills, companies may offer targeted training or collaboration with educational institutions.

Authentic involvement in ecological and social initiatives is equally valuable. Instead of only presenting declarations in CSR reports, firms should implement real projects that employees can observe and participate in. This builds trust, belonging, and loyalty. In practice, this means clearly communicating environmental, social, and equality-related commitments and enabling employees to engage in related activities.