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Large numbers of Generation Z (ages 19 to 28 in 2025) are entering the workforce, bringing new expectations for workplace culture, benefits, and career growth. By understanding the attitudes and behaviors of this emerging generation, business owners can better attract, engage, and retain top talent.
To inspire loyalty and trust among Gen Z workers, employers should prioritize flexibility, financial security, and career development while also fostering an inclusive and purpose-driven culture.
Here are key strategies to attract and retain Gen Z talent:
1. Offer financial wellness benefits that address their needs
Gen Z is entering the workforce today facing economic uncertainty, high student debt, and cost-of-living challenges. Consider how you can improve their financial intelligence, giving younger workers insights on handling their money as independent adults. Invite financial professionals into the workplace or host virtual sessions on useful topics, such as:
- Paying off student loans and managing debt.
- Building emergency savings.
- Budgeting in an inflation-sensitive economy.
- Understanding workplace benefits such as 401(k)s and insurance.
Greater financial literacy can lead to smarter career decisions and increase participation in employer-sponsored programs. (Related: Building a financial pyramid)
2. Use digital-first communications
Gen Z expects information to be easily accessible and interactive. Consider tailoring messages by using:
- Mobile-friendly email and text updates with clear calls to action.
- Cloud-based platforms for personalized company resources.
- Interactive webinars and podcasts.
- Short-form video content (TikTok, Instagram, YouTube Shorts).
And look for opportunities where Gen Z’s digital-first preference can help your business leverage new opportunities.
“Allow younger workers to take the lead on new digital platforms,” said Tiffany Lattero of United Properties of NC in Greensboro. “And respect their ideas. If your business is trying to attract Gen Z customers, count on your Gen Z staff to know how and where to get their attention.”
Throughout all these interactions, remember that language matters. Use authentic, concise, and direct communication that feels personal, not corporate. United Properties of NC’s founder, Ben Gaines, finds that the firm’s adoption of a cloud-based project management tool helps in this regard.
“I create training videos and standard operating procedures (SOPs) that are accessible from our online drive,” Gaines explained. “Instead of formal training sessions, employees get answers exactly when they need them — as if I am talking directly to them.”
3. Focus on affordability and immediate value
Nearly 60 percent of Gen Z workers live paycheck to paycheck and cost of living is their top concern — above unemployment, climate change, and mental health. 1
So, when discussing benefits, highlight:
- Monthly or weekly costs rather than annual expenses.
- Low out-of-pocket costs for health insurance and savings programs.
- Employer matching programs that offer immediate financial incentives.
Emphasizing immediate financial value makes benefits more tangible and appealing. (Related: 5 Open Enrollment Tips)
4. Establish two-way mentorship programs
Gen Z values personalized career guidance but also wants to contribute their own expertise. Create mentorship programs that:
- Pair younger employees with seasoned professionals to discuss career advancement, long-term savings, and leadership opportunities.
- Utilize reverse mentorship, where Gen Z helps older employees with technology trends, social platforms, and digital engagement strategies.
“Gen Z has been encouraged to innovate and advocate for themselves,” Renee Bordner, owner of Note-worthy Experiences, a music school in Sudbury, Massachusetts, pointed out. “As a small-business owner working with younger employees, I have become more comfortable myself with change and innovation thanks to them.”
More than 80 percent of Gen Z employees say a workplace mentor is crucial for career guidance, yet only 52 percent have one.2
5. Foster a flexible work environment
Gen Z workers have redefined workplace expectations, prioritizing autonomy and work-life balance more than previous generations. In fact, this generation ranks satisfaction with in-person work lower than any other generation.3
Some jobs and tasks naturally lend themselves to flexibility. Take Bordner’s music school: she said, “Our students’ families need flexible schedules to accommodate busy after-school activities. At the same time, Gen Z wants a flexible schedule. Pairing these instructors with busy students typically results in a harmonious relationship.”
To attract and retain top talent, employers should consider:
- Hybrid and remote options: Offer flexible scheduling and remote work days to improve productivity and job satisfaction.
- Results-oriented work models: Focus on output and performance-based goals, instead of tracking hours worked.
- Customizable work schedules: Recognize that some Gen Z employees may thrive with non-traditional workhours, allowing them to manage personal obligations while staying engaged.
- Rethinking office design: Create open, collaborative spaces with breakout areas for focus work to accommodate different working styles.
- Mental health days: Support mental well-being with additional PTO or mental health-focused benefits to strengthen loyalty and engagement.
“In real estate, we already know agents can work from just about anywhere,” Lattero explained. “So we gave our in-office administrative assistant resources, like call forwarding and online systems, to work remotely on occasion too. It’s actually cut down on sick days."
By providing flexible work options, businesses not only boost productivity and morale but also stay competitive in attracting top young talent. (Learn more: Hybrid workplace benefits)
6. Leverage Gen Z’s strengths to drive business growth
Gen Z brings distinct skills and perspectives that can be an asset to any business. Rather than seeing their preferences as challenges, leverage their strengths to improve efficiency and innovation:
- Tech-savviness and digital fluency:
- Gen Z is the first generation of true digital natives, highly adept at using emerging technology, automation, and AI-powered tools.
- Encourage younger employees to suggest and implement digital solutions that improve workflows.
- Creative problem-solving:
- This generation thrives on innovation and collaboration, making them ideal for brainstorming sessions and cross-functional projects.
- Businesses can tap into their fresh perspectives by involving them in strategy discussions, product development, and marketing campaigns.
- Authentic communication and branding:
- Gen Z is skilled in digital storytelling, offering valuable insights into brand positioning, customer experience, and online marketing.
- Companies can empower Gen Z employees to lead social media strategies or serve as brand ambassadors.
By recognizing and leveraging these strengths, businesses can transform Gen Z from employees into key drivers of growth, innovation, and culture.
7. Empower young employees with leadership and growth opportunities
Gen Z prioritizes career advancement — they want growth, not just a job. Foster engagement and retention with these actions:
- Give Gen Z a seat at the table: Invite them to participate in leadership discussions.
- Provide structured career pathways: Clearly outline promotion tracks and leadership development programs.
- Encourage creativity and initiative: Allow them to take ownership of projects and contribute ideas.
If you engage them, they will go above and beyond, with 72 percent saying that their employer motivates them to contribute more than required — 4 points higher than the overall US worker average.4
“I've noticed that younger workers are highly motivated by the potential for future entrepreneurship and are drawn to leaders who openly share knowledge,” said Gaines.
Stand out as an employer of choice
Competition for top talent can be fierce. However, businesses that embrace flexibility, financial wellness, career development, and purpose-driven work can stand out and build lasting loyalty.
By adapting benefits strategies and creating an engaging, value-driven workplace, your organization will be well-positioned to attract, motivate, and retain the workforce of the future.
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1 Deloitte, 2024 Gen Z and Millennial Survey, June 3, 2024
2 Adobe, What U.S. Employers Need to Know about Gen Z in the Workplace, September 27, 2023
3 McKinsey & Company, How to Get Return to Office Right, February 6, 2025
4 Qualtrics, Despite Low Retention Scores, Gen Z Are Engaged at Work, May 14, 2024
