5 tips for effective employer strategies to attract and engage Gen Z in the workplace

As Generation Z (born between 1997 and 2012) enters the workforce, employers must adapt their strategies to attract, engage, and retain this new generation of employees. Gen Z brings unique perspectives and expectations to the workplace and understanding these can help employers create a more inclusive and productive environment.

Here are several key areas where employers can focus their efforts to attract and engage Gen Z in the workplace:

1. Onboarding and training

Gen Z values continuous learning and upskilling opportunities. Unlike previous generations, they do not assume that their education has fully prepared them for the workforce.

Employers should:

• Provide ongoing training: Offer both soft and hard skills training that is modern, interactive, and multimedia-based.

• Allow self-paced learning: Create training programs that enable employees to learn at their own pace, accommodating different learning styles and schedules.

  
  

Example/ Amazon's Career Choice program is designed to support employees at every stage of their educational journey. By partnering with Kaplan, Amazon offers career coaching, college advice, and specialized career services to help employees achieve their career goals. The program covers up to 95% of tuition and fees for eligible employees pursuing certificates or diplomas in high-demand fields. With flexible learning options, including online and in-person classes, Career Choice provides foundational skills, pathways to in-demand jobs, and opportunities for higher education. Over 200,000 Amazonians worldwide have benefited from this initiative, enhancing their skills and advancing their careers.

2. Work-life balance and flexibility

Flexibility is a top priority for Gen Z. They seek a balance between their professional and personal lives and appreciate employers who understand this need.

Employers should:

• Implement flexible working arrangements: Offer remote work options and flexible hours to accommodate different lifestyles and preferences.

• Promote work-life balance: Encourage employees to take time off and avoid burnout by fostering a culture that values personal well-being.

  
  

If not granted, Gen Z reclaims office autonomy in their own ways…

Coffee Badging - A trend known as 'coffee badging' has emerged, where employees show up at the office, get a coffee, and then go home to finish their workday. This practice highlights the desire for greater career autonomy and flexibility, as workers meet in-person office requirements while benefiting from remote work. The trend underscores the generational shift towards questioning traditional work structures and office norms.

Taskmasking - Gen Zers have also embraced 'taskmasking,' a strategy where they appear busy in the office to satisfy managerial oversight. This includes performative actions like typing loudly or wearing AirPods to simulate constant meetings. Taskmasking reflects the tension between performative productivity and the genuine need for flexibility, as young workers push back against rigid return-to-office mandates.

3. Purpose and mission

Gen Z is driven by purpose and wants to work for companies that align with their values. They are interested in how their work contributes to the greater good.

Employers should:

• Highlight the company's mission: Clearly communicate how the company’s goals and values align with making a positive impact on society.

• Show individual contributions: Help employees understand how their roles contribute to the larger mission and the positive changes they are helping to create.

Example/ Mastercard's Launch program exemplifies the company's commitment to mentorship, particularly for underrepresented and female recent graduates pursuing careers in technology. By leveraging Handshake Premium Campaigns and personalized 1:1 messaging, Mastercard invites students to apply, resulting in a 4% increase in diversity metrics. The program supports young talent by developing their skills, providing early career learning opportunities, and offering valuable feedback. Participants gain insights into Mastercard's business, customers, and culture, setting the stage for successful careers at Mastercard.

4. Mental health support

Mental health is a significant concern for Gen Z, who often experience high levels of stress and anxiety.

Employers need to:

• Provide mental health resources: Offer access to counseling services, mental health days, and wellness programs.

• Create a supportive environment: Foster a workplace culture that prioritizes mental well-being and reduces stigma around mental health issues.

  
  

Example/ Asics' Movement for Mind Initiative - Asics has launched its 'Movement for Mind' initiative, encouraging office employees to prioritize their mental health by incorporating physical activity into their workday. The campaign, featuring Succession star Brian Cox, emphasizes the importance of taking breaks from the desk to engage in exercise. Research by Asics found that workers who took daily movement breaks reduced their stress levels by 14.7%, increased productivity by 33.2%, and boosted focus levels by 28.6%. This initiative highlights the growing recognition that wellness is integral to work, not separate from it.

Example/ Spotify's Wellness Week - Spotify offers its employees a full week of paid time off each November to focus on their wellness. This initiative allows staff to take a restorative break from work, helping them return with a refreshed outlook. Unlike traditional vacation time, the wellness week ensures that everyone is off simultaneously, preventing the accumulation of work and stress during their absence.

5. Regular feedback and career development

Gen Z values regular, constructive feedback and clear career progression paths. They are eager to grow and develop within their roles.

Employers should:

• Offer more frequent check-ins: Schedule regular one-on-one meetings to provide feedback and discuss career goals.

• Revisit coaching methods: Use modern coaching techniques that focus on development and growth rather than just performance evaluation.

• Define clear career paths: Provide transparent career progression opportunities and help employees understand the steps needed to advance.

  
  

Example/ IKEA has launched its 'Careers Done Different' campaign with a 'Co-Worker Game' on Roblox, allowing players to simulate career progression. This appeals to Gen Zers who often explore their identity through virtual worlds while offering new grads transparency on future prospects in an engaging format. The immersive virtual store features flatpacks, meatballs, and real co-workers, enabling players to take on roles such as serving meatballs or assisting with interior styling. This innovative approach mirrors IKEA’s real-life career progression, allowing co-workers to build their careers at their own pace, moving both sideways and upwards. By leveraging gaming platforms, IKEA effectively showcases its company culture and appeals to the new generation Z, meeting young hires where they are – in virtual worlds.

Gen Z isn’t just transforming the workplace, they’re redefining what work means. From demanding purpose to prioritizing mental health and flexibility, this generation is raising the bar for what good work culture looks like. For employers, this isn’t a challenge, it’s an opportunity. By embracing these five strategies, companies can not only attract Gen Z talent but unlock new levels of creativity, loyalty, and innovation.

Curious how to turn these insights into action? My keynote Gen Z at Work brings these strategies to life with real-world examples and trend-forward takeaways tailored for your organization. Whether on stage or in-house, it’s designed to help leaders connect across generations and future-proof their talent strategies. Let’s build a workplace where Gen Z—and everyone else—can thrive.