Generation Z — young people born between 1997 and 2012 — are entering the labour market in full force. This generation is growing up in a world of constant change, digital connectivity, and social challenges. As a result, they view work differently from previous generations. For Gen Z, work is not just a source of income — it’s also a source of meaning, personal development, and social impact. Organisations that want to be seen as good employers would do well to understand what matters most to this generation. In this blog, we take a closer look at exactly that.
1. Values and company culture at the core.
For Gen Z, it’s not just about what a company does, but why it does it. They consciously choose organisations that reflect their personal values. In fact, a striking 87% of Gen Z are willing to leave their current job for an employer that better aligns with their principles and beliefs. Sustainability, strong diversity policies, ethical business practices, and social engagement are far more than empty slogans to them — they expect companies to take real, meaningful action on these fronts. Employers who fail to take a clear and credible stance on these issues risk being quickly overlooked.
87% is willing to leave their current job for an employer that better aligns with their beliefs and principles.
2. Flexibility and wellbeing are requirements.
Flexibility is no longer a perk — it’s a basic requirement. According to Deloitte’s 2024 Gen Z and Millennial Survey, 87% would consider changing jobs if required to work full-time in the office. They want the freedom to decide where, when, and how they work. Hybrid models, flexible working hours, and a focus on outcomes are now seen as standard elements of the employee journey..
87% is prepared to change jobs if their full-time presence in the office is a requirement.
Mental wellbeing is also high on the agenda. No less than 48% of Gen Z in Belgium experienced symptoms of burnout or feeling overwhelmed by work pressure in the past year. What’s more, 38% feel uncomfortable raising the issue with their manager. Employers who create a safe space for open conversations about mental health — and actively support it through policies and resources — foster trust and loyalty among this generation.
3. Growth opportunities as an engagement condition.
Gen Z wants to move forward. They’re looking for a career with real prospects. Around 47% of Belgian Gen Z say they would consider changing employers if their employee journey lacks sufficient growth opportunities. They expect upskilling, coaching, career progression, and a company culture that actively encourages learning. Organisations that invest in training, internal mobility, and personal development stand out in the war for talent. A static, hierarchical workplace culture holds little appeal for these young professionals
4. Transparency and recognition through trusted labels.
Gen Z has grown up with online reviews, algorithms, and “likes”. They rely heavily on the opinions of others — including when it comes to choosing an employer. They look for authentic employee stories and want to see whether an organisation’s culture truly aligns with its external messaging (Employer Branding). Transparency is therefore essential, both on social media and throughout the recruitment process.
76% of final-year students are more likely to apply to an employer who is recognised by its employees as a great place to work.
An objective and reliable quality label based on an employee survey adds extra credibility. Such a label is awarded based on anonymous feedback from employees themselves — not on branding or external perception. That strongly resonates with Gen Z. According to research by Vlerick Business School, 76% of final-year students say they are more likely to apply to an employer recognised by its own employees as a great place to work. A label like Great Place To Work can therefore become a decisive factor in attracting young talent.
The methodology behind the GPTW label.
Conclusion: Do you want to attract and retain top talent? Become a Great Place To Work!
Generation Z sets high — but clear — expectations for their employers. They seek meaningful work in organisations where values are lived, flexibility is a given, wellbeing is supported, and growth is actively encouraged. Transparency and recognition — ideally backed by objective data from an employee survey — are crucial in their decision-making process. Organisations that invest in these areas will not only strengthen their talent acquisition efforts but also improve retention of young talent.
Ready to discover how your organisation measures up with this new generation? Get in touch with Great Place To Work Belgium for a no-obligation introduction or demo.
Sources:
Deloitte & ZigZagHR (2024). 12e onderzoek naar Gen Z & Millennials in België – zigzaghr.be
Vlerick Business School – Legrand, V., Lehoucq, M-J., Buyens, D. & Dewettinck, K. (2023). The Career Perspectives of Graduates – Update 2025 – vlerick.com
De Zondag (2024). Gen Z kiest voor cultuur, flexibiliteit en welzijn – dezondag.be
ZigZagHR (2024). Generatie Z(inloos) – zigzaghr.be