Gen Z’s workplace expectations: An international comparison
(A2024-119432)

AUTHORS

Evelyn Kästner, Macromedia University of Applied Sciences; Oliver Mattutat, Uber Germany

ABSTRACT

The working world is in a rapid change due to shortage of talents but also the increasing global competition between companies. Now, the so-called Generation Z (Gen Z) that is claimed to be very different from other generations is entering the working market. This is a huge challenge for companies, and esp. employer branding departments. This paper researches the expectations of Gen Z towards employers as well as international differences by means of an international online survey. The results show that the Gen Z values flexibility highest. Work-Life-Balance is the top deciding factor for or against a company, and flexible work hours and hybrid work models the most important benefits. The international comparison shows that there are only minor differences between the country regions. Employer Branding could therefore be thought on a global level while also considering that there are little, but meaningful differences between nations.