Observed Signal · Feb 21, 2024 · Market Research / Survey · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
What Gen Z Wants from Jobs
Generation Z is entering the job market with clear preferences for long-term security, fair compensation, greater responsibility, and flexible, modern work models. A FORSA study conducted for XING with 3,200 respondents in Germany, Austria, and Switzerland shows that among those aged 18–29, about half are open to changing jobs, while the overall willingness across all ages averages 37%. About 28% of Gen Z expect to stay at their current employer for two years or less. Pay is a primary driver: 56% cite rising living costs as a reason for seeking higher pay, and 60% of under-30s who feel underpaid would switch jobs. Four-day weeks are highly valued by Gen Z (51%), with 44% believing it could become a long-term norm in Germany. Other priorities include an attractive work environment (50%), salary transparency (33%), and diversity (21%). Companies are urged to offer holistic workplaces, responsibility, and development opportunities to attract and retain young talent.
Market research on Gen Z employment expectations; relevant to HR/recruitment in AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- Gen Z (18–29) ~50% are open to changing jobs; overall willingness across ages is 37% (FORSA/XING study).
- 28% of Gen Z expect to stay with their current employer for two years or less.
- 51% of under-30 prefer a four-day week; 44% think it could become long-term in Germany.
- 60% of under-30s who feel underpaid would switch for higher pay.
- Gen Z prioritizes: attractive work environment (50%), salary transparency (33%), and diversity (21%).
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