How to attract Gen Z talent in 2025

Why attracting Gen Z talent should be a top priority

By 2030, Gen Z will make up 30% of the global workforce, and they are already transforming how employers think about hiring, engagement, and retention.

Despite currently accounting for roughly 16% of the current UK workforce, Gen Z is already:

• Among the most mobile employee groups, with 44% planning to change jobs this year
• Highly informed and confident around salary expectations and negotiations
• Values-led, placing high importance on employer ethics, wellbeing, and progression

In short, Gen Z is redefining what the modern workplace looks like. And they’re not waiting for permission to do it.

So, organisations that aren’t actively working to attract and onboard Gen Z employees may risk:

• Missing out on emerging, tech-savvy talent
• Struggling to fill early-career pipelines
• Damaging their employer brand among the next generation

6 tips for attracting Gen Z talent

Attracting Gen Z talent requires more than just a competitive salary. As outline above, this generation is values-driven, digitally fluent, and unafraid to ask for what they want. So, to truly connect with Gen Z job seekers, employers need to adapt their strategies around hiring, compensation, flexibility and purpose.

Below, we explore six actionable ways to appeal to Gen Z employees and position your organisation as a destination for young, ambitious professionals.

1. Optimise job adverts for transparency and trust

When it comes to looking at how to attract relevant applications from Gen Z employees, everything starts with job descriptions. Remember, this generation won’t waste time applying for roles that they feel are vague, performative, or simply outdated.

So, what do Gen Z candidates look for in job adverts?

• Clear salary ranges (65% avoid roles that don’t include pay upfront)
• Defined responsibilities and growth paths
• Straightforward, jargon-free language
• Flexibility and remote options clearly stated

In short, job adverts should reflect the kind of workplace the next generation of talent wants to be a part of: open, inclusive, and future-focused.

2. Promote a salary-forward culture

Successfully attracting Gen Z talent may require rethinking how your organisation talks about pay. Employers should keep in mind that Gen Z has grown up surrounded by salary transparency platforms and social media salary disclosures, and they bring that awareness to every job application.

This backed up by our research, which found that, among workers under 30:

• 89% know what they should be earning
• 73% feel confident negotiating salary
• 82% use peer conversations to understand their market value

Given these findings, it’s clear that avoiding open and honest conversations around salary can undermine young talent acquisition efforts.

To combat this, employers can look to train hiring managers to handle pay conversations early in the hiring process and work to ensure transparency around progression, promotions, and raises throughout the process.

Ensure your compensation offerings meet the mark with our Salary Trends Report

3. Offer growth, not vague promises

The next generation of professionals want to be able to advance their careers, not just a job title. In fact, we found that 41% of Gen Z workers would be prepared to accept a lower salary in exchange for a clear path towards promotion within 1-2 years.

So, generic statements like “opportunity for growth” won’t cut it with young talent. Instead, employers should be focused on:

• Defined development pathways and upskilling
• Mentorship opportunities and peer learning
• Transparent promotion criteria that are regularly reviewed

In short, showing candidates exactly how they can progress, and what they need to do to get there, is central to the attraction of young talent. Employers can also go a step further, and back up their commitment to developing young professionals by showcasing and communicating success stories internally and externally.

4. Emphasise purpose, values, and inclusion

For Gen Z, work is personal. They want to work for employers whose values align with their own, whether it’s around sustainability, diversity, equity and inclusion (DEI), mental health, or other ethical practices.

While salary is important, employers can also attract and appeal to younger workers by showcasing their priorities beyond the bottom line. This can take the form of:

• Highlighting real-world initiatives they support
• Using authentic employee stories to bring values to life
• Being transparent about progression on social and ethical commitments

5. Personalise benefits and flexibility offerings

Even with salary front of mind for young jobseekers, many can still be tempted by broader compensation packages that reflect their priorities, lifestyles and values. As such, employers that tailor their benefits packages to this demographic can gain a competitive advantage in the hunt for Gen Z talent.

Our research shows that, after salary, this demographic of workers are looking for:

• Flexible working hours (44%)
• Extra paid time off (43%)
• Remote and hybrid work options (39%)

As a result, employers who can offer benefits well aligned with the demands of this new generation can position themselves to effectively attract and onboard ambitious young candidates.

6. Prepare for confident, data-driven negotiations

Effective salary negotiation is crucial for attracting and onboarding workers from any demographic, but Gen Z are taking this to a new level. They’re well-informed, prepared, and increasingly strategic when it comes to discussions around compensation.

We found that this generation are already utilising a range of sources to help them negotiate better salaries, including:

• Only salary research (36%)
• Examples of their past achievements (34%)
• Data on the wider job market (25%)

Given these findings, it’s clear employers must be proactive and strategic when it comes to salary conversations. This can begin by establishing clear salary bands for each role and implementing transparency and consistency across the organisation.

Utilising external salary benchmarks can also help keep offers competitive and aligned with market expectations, something that’s especially important when dealing with a generation that’s confident in researching and understanding their worth.

Create lasting appeal for the next generation

Attract Gen Z talent isn’t about gimmicks or short-term perks. It’s about building a workplace that reflects what young professionals truly value, such as fairness, purpose, and growth. Organisations that embrace these priorities will not only be able to attract Gen Z candidates, but earn their trust and loyalty, setting them up for long-term success.

Explore more insights into attracting young talent with salary negotiation in our free guide