Attracting Top Gen Z Talent: 3 Ways to Meet Gen Z’s Priorities

Gen Z is expected to make up over 27% of the U.S. workforce by the end of this year, and if your workplace wants to attract top talent from this generation, you’ll need to provide a positive company culture that fosters work-life balance and opportunities for growth.

According to a survey of 3,000 Gen Z students and graduates, their top three priorities for an ideal workplace are:

1.    Career growth potential (74%).
2.    Competitive compensation (72%).
3.    Location convenience (69%).

Priority #1: Career Growth Potential.

In a 2023 study, 70% of Gen Z shared that they expected a promotion within 18 months of starting a new role. Many employers are helping facilitate this by providing ongoing professional development opportunities. These can be in-house trainings by companies like Niche Academy or through stipends for conferences, workshops, or webinars.

And while not all employees may be ready to promote within that 18-month window, some employers are helping them dress for the role they want by providing a Stitch Fix subscription to build out a more professional wardrobe.

Priority #2: Competitive Compensation.

A Handshake survey found 74% of 2023’s grads say a top priority is stability and salary. Gen Z-ers are seeking a level of compensation that enables a true work-life balance amidst growing feelings of financial insecurity.

Employers can contribute to this sense of stability by bringing in a financial planner that employees can work with directly, such as those through BrightPlan. Providing other incentives beyond a paycheck, such as gas cards or Spotify subscriptions, can also help alleviate the day-to-day financial pressures Gen Z-ers face.

Priority #3: Location Convenience.

When choosing where to work, often Gen Z-ers will select jobs that offer more convenience, including proximity to retail, closer commutes, and in-person interactions with their coworkers. One way employers are providing this on more than one front is with better break rooms. By alleviating the need and expense of venturing out to a coffee shop, companies are keeping their employees at the office with offerings like Java House’s ready-brewed Peel & Pour Pods. These allow Gen Z-ers to make cafe-quality, eco-friendly cold brews right in the office – ideal for the 60% of coffee drinkers who prefer their coffee cold.

Also consider catering lunch from some of Gen Z’s favorite restaurants, such as First Watch or Torchy’s Tacos, which can also serve as a financial incentive.

When you invest in Gen Z’s priorities of career growth, compensation, and convenience, you’re setting both your company and your Gen Z employees up for a successful future: attracting today’s top talent that will turn into tomorrow’s leaders.