What is important to Gen Z for their career?

Many young people are now taking more time to find the right profession and make a good decision for their future. Some spend a year abroad after school or try out various part-time jobs. It no longer has to be a lifelong professional commitment. Many understand that a good education is the best preparation for the future, so they complete their high school diploma and want to study. However, many are not aware of the opportunities that vocational training and alternative educational paths also offer.

What values and expectations do young people have in their professional lives?

Generation Z values stability, but above all, security, enjoyment, and clear structures at work. They prefer a clear separation between work and personal life. Most popular: a "nine-to-five" job that allows enough time for family, friends, and other interests. Work is considered important, but not the sole fulfillment in life. With the COVID-19 pandemic, job security, training opportunities, and stable employment have become significantly more important for Generation Z.

Skilled professionals are increasingly in demand, and Generation Z has a lot to offer. They have grown up with digital media—this generation practically breathes the internet. As a result, they can play a key role in companies by driving digital transformation and developing new solutions. They are open to new experiences, have often traveled extensively, speak multiple languages, and are engaged and sensitive to different perspectives. A large portion of Gen Z receives a high-quality education.

Petra Hofbauer writes in her book: "This generation effortlessly thinks in a networked and interdisciplinary way, coming up with new, practical solutions out of nowhere." (Source: Petra Hofbauer: "The Young Generation Z in the Workplace – Tips and Tricks for Leaders and Colleagues"; Self-Published 2020, Printed by Amazon Media EU S.á r.l., p. 83)

For young professionals, working with new technology in the workplace is a key aspect, including integrating smartphones into their workflow—something that may still seem unimaginable to the Boomer generation. Employers should consider how mobile work and collaborative teamwork can be effectively integrated into everyday operations. Generation Z wants to feel comfortable in the workplace, so the work atmosphere is also crucial. They still prefer a dedicated workspace within a team over a rolling container in an open-plan office.

Purpose and self-fulfillment are important, sometimes even more than salary. They want to work to live, not live to work. In companies, they prefer clear structures and responsibilities—they want to know exactly where they fit in. However, work assignments should still be diverse. Many factors also depend on the chosen career path.

When advertising training positions, it is essential to highlight that a vocational training program opens up many opportunities rather than leading to a dead end, offering clear career prospects. Sustainability, health, as well as honesty and credibility, are important to Generation Z—these values should be actively practiced within the company.

How do companies recruit Generation Z?

The 2020 scoolio trend survey found that Generation Z primarily learns about vocational training through apps and online platforms, influencers, and other apprentices—usually directly via smartphone. The most frequently used social media platforms include Snapchat, Instagram, TikTok, and YouTube. Companies that want to reach and engage with Generation Z must maintain a strong digital presence.

Recruitment campaigns targeting young people increasingly take place on digital platforms. The application process or initial contact should be quick and easy, accessible via smartphone and tablet. scoolio offers an intuitive career orientation tool through its Jobgame, connecting employers with Generation Z.

The Jobgame allows students to explore career options in a playful way: With over 550 unique job cards, young people can learn about job start dates, durations, and requirements. Users can intuitively favorite job cards. If a student is particularly interested in a specific profession or study path, they can request more information.

Since February 2021, companies have been able to interact directly with future apprentices. Through their own account, companies can access Generation Z on scoolio. With three filters, training companies can predefine matching opportunities with their target audience.
If a student's request matches the company's criteria, both parties are connected.

It is also important for companies to approach students early on, for example, by offering internships and open house events featuring current apprentices, or by introducing training programs through video presentations.

How can employers retain Generation Z employees?

Job security remains a top priority, along with career development support and engaging, challenging tasks. Employers should highlight career advancement opportunities after training, including technical career paths, not just leadership roles. Providing clear career prospects and structured development plans can help retain young professionals.

Shared values, teamwork, project-based tasks, and interdisciplinary work opportunities are key motivators for young employees. A structured vocational or academic training path following graduation already helps address individual needs and creates an optimal foundation for mutual professional growth.

Author: Team scoolio

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