In times of skilled labor shortages, offering remote work, fruit baskets, and flexible hours is no longer enough. Companies must take targeted measures to not only attract Generation Z—the youngest group in the workforce—but also retain them in the long term.

According the Deloitte Millennial Survey, the career expectations of Gen Z and Millennials are constantly evolving. Environmental issues, new technologies, and the perception that the "psychological contract" between employees and employers has long been broken all contribute to this shift. This generation feels a strong sense of responsibility to drive change. The survey reveals that 61% of Gen Z and 58% of Millennials believe they have the power to initiate change within their organizations—especially in areas such as workload, customer service, learning and development, diversity and inclusion, as well as social and environmental responsibility.

So how can companies make sure they resonate with this generation and retain them for the long haul?
Here are ten proven tips to help optimize your strategy:

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Successful Recruitment: Winning Over Gen Z

1. Highlight Digitalization in All Aspects

Generation Z grew up in a digital world and expects companies to offer cutting-edge technological solutions. Digital tools and workflows—both in everyday work and the recruiting process—are essential to win this generation over. A seamless use of digital technologies can often be the deciding factor in whether a candidate chooses your company or not.

Moreover, the concept of micro-personalization is gaining traction in active sourcing. By leveraging innovative digital tools, companies can craft highly targeted and personalized outreach strategies tailored to Gen Z’s unique needs and values. This not only increases engagement but also builds trust and relevance from the very first touchpoint.

You can find more details on this approach in our article about micro-personalization in active sourcing.

2. Authenticity and Personal Communication

Authenticity is key to building trust. Gen Z places great value on real stories and genuine insights into company culture. That’s why it’s important to use user-generated content and showcase real people to create an authentic connection.
Social media plays a major role here—especially platforms like LinkedIn and Xing.

To learn how to use these platforms effectively for recruiting, check out our article: Social Media Recruiting – How to Use LinkedIn & Xing the Right Way. There, we show how to specifically address the needs of this generation.

3. Flexible Work Models and Company Culture

‍Flexibility isn’t a perk for Gen Z—it’s a basic expectation. When choosing an employer, work-life balance, remote work, and flexible hours are key decision factors. Companies that offer flexible models not only boost their attractiveness but also increase employee satisfaction and retention.

Equally essential is a company culture that is open and transparent, with flat hierarchies and opportunities for development. Honest communication about expectations, career paths, and growth opportunities directly influences Gen Z’s engagement.

4. Speed and Feedback

‍Gen Z expects fast and efficient processes—especially when it comes to applying for a job. Companies with slow response times or unnecessarily long hiring processes risk losing top talent.

Quick feedback and regular check-ins are essential, both during the application phase and on the job. Smart applicant management supported by digital tools can further enhance the candidate experience.

5. Promoting Health and Wellbeing

Mental health and workplace wellbeing are becoming increasingly important. According to a Deloitte study, Gen Z and Millennials highly value wellbeing at work. Companies that respond to these needs—by offering mental health days or workplace wellness programs—gain this generation’s trust and loyalty.

Health-related perks like fitness programs or flexible hours to support work-life balance create an environment where employees feel seen and appreciated.

6. Emphasize Sustainability and Social Responsibility

Sustainability is a key concern for Gen Z. The Deloitte survey shows that 20% have already changed jobs or industries due to environmental concerns—and 25% plan to do so in the future. Companies that act authentically in eco-conscious and socially responsible ways earn this generation’s trust.

To remain relevant in the future, companies must go beyond profit and also benefit society—by setting clear environmental goals, operating ethically, and supporting social initiatives. Only those who take sustainability and social responsibility seriously can position themselves as long-term attractive employers.

7. Offer Career Paths and Mentorship

Gen Z is ambitious and deeply invested in their personal and professional growth. To retain young talent, companies must offer clear career paths and mentoring programs. These help employees build their skills and develop long-term career goals.

The Deloitte survey also highlights that many Gen Zs feel constant upskilling is necessary due to rapid technological change and automation threats. Companies offering continuous learning and development opportunities have a clear edge.

8. Support Innovation and Creativity‍‍

Creativity and innovation are essential for Gen Z. Companies that encourage new ideas and actively involve employees in innovation processes directly address this generation’s core values. A culture that tolerates mistakes and supports experimentation helps young talent thrive and feel motivated to contribute.

Fostering innovation should not be limited to special projects—it must be embedded in the culture. Regular "Innovation Days" or hackathons are excellent tools to promote this.

9. Embrace Diversity and Inclusion‍‍

For Gen Z, diversity and inclusion are not just buzzwords—they’re fundamental values. This generation expects their employers to actively create a diverse and inclusive environment. Organizations that ensure all voices are heard and respected build stronger employee loyalty and foster a more creative, innovative culture.

It’s also essential to promote underrepresented groups—such as women, LGBTQIA+ individuals, and minorities—into leadership roles.
You can learn how to build a truly inclusive company culture in our article: Boosting Diversity – Your Guide to Building an Inclusive Team.

10. Transparent Communication‍‍

Open and honest communication is crucial for earning Gen Z’s trust. They expect employers to be clear and direct—especially when it comes to salary structures, job expectations, and career opportunities.

Transparent communication reduces misunderstandings, ensures fairness, and helps employees feel valued and secure. It contributes to a positive workplace culture where everyone feels respected and empowered.

Conclusion

Gen Z’s expectations of the job market are constantly evolving. Companies must not only understand these needs but also empower young employees to drive meaningful change. The Deloitte survey clearly shows that Gen Z and Millennials want to shape the future of work—and organizations should embrace this opportunity to position themselves as attractive employers.

By prioritizing digitalization, authenticity, flexibility, wellbeing, sustainability, lifelong learning, and open communication, companies can successfully attract—and retain—Generation Z.

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