Generation Z refers to those born between the late 1990s and the early 2010s and is characterized by individuals who grew up connected. Various factors influence their behavior, such as the massive use of social media (WhatsApp, TikTok, and Instagram) and significant historical events, whether climate change or the Covid-19 pandemic. Obviously, these phenomena transform how these people behave, communicate, learn, and work. When the focus is on the Technology market, which involves Computing and AI, this becomes even more complex.
According to the Career Interest Survey report conducted by The National Society of High School Scholars (NSHSS) last year, Generation Z has shown greater interest in careers in healthcare (46%) than in Engineering (18%), Science (15%), Technology (10%), or Mathematics (5%). Additionally, 59% believe AI will have a more negative than positive impact over the next 10 years, with 62% concerned about potential unemployment caused by AI. However, according to the World Economic Forum, Generation Z will represent 58% of the global workforce by 2030, making it essential to decipher and reflect on how to attract them for business success.
“With each new generation of talent, we undergo profound transformations in our ways of life because we are prompted to reflect on the issues brought forth by that generation, insights we were unable to identify before. I notice that this time, Generation Z is willing to question the standards and conduct of the labor market, being more interested in personal growth, well-being, and a more balanced lifestyle between work and leisure,” suggests Ana Letícia Lucca, a Career Strategic Management expert and CRO at Escola da Nuvem.
Data confirms this thesis: for Generation Z, the most important factors when choosing a place to work are fair treatment among employees (28%), work-life balance (25%), and corporate social responsibility (14%). Professional development opportunities are highly relevant (86%), as is paid time off (63%)—such as vacations, birthday leave, holiday bridging, among others—and flexible schedules (61%), according to the NSHSS report.
“It is our responsibility to understand how this generation functions and what they say, as they will be the workers of the future. Instead of questioning them, we can motivate them to develop their own skills to grow in their careers. If they are eager for change, we should give them the opportunity to show their potential. Creativity and proactivity are highly valued in the business world, and I notice this generation is very eager to demonstrate their abilities,” comments Ana Letícia.
The survey “Gen Z and Millennial 2024: Living and Working with Purpose in a Changing World” showed that 6 in 10 Generation Z employees believe they have the power to drive change in their organizations. Additionally, according to the NSHSS study, the qualities they value most in management are clear communication (48%), honesty, and integrity (33%). In the Technology sector, the companies they most want to work for are, in order: Google, Amazon, Apple, Microsoft, Netflix, Tesla, IBM, Intel, and Samsung, as per The National Society of High School Scholars report.
The 2025 Salary Guide, prepared by Michael Page, provided interesting insights into how companies view the labor market as a whole, not just Generation Z. The main strategies organizations use to attract talent include access to learning and development opportunities (51.1%), competitive compensation and benefits packages (43.7%), and leveraging the company’s good reputation (38.4%). For them, the biggest challenge for retention remains salary competition with other companies (66.3%), as well as the lack of growth and internal development opportunities (34.4%).
“When we think specifically about the IT market, the challenges to effectively welcoming professionals are many. I note that the lack of selective programs focused on diversity and some degree of educational deficit are decisive. The lack of networking opportunities, unawareness of sector opportunities, insecurity related to the corporate environment, and the scarcity of representation in the IT field also influence certain groups. Therefore, I believe we should connect this youth’s desire for greater corporate social responsibility with the creation of real opportunities. Many face financial barriers and difficulties adapting to the fast-paced, demanding rhythm of the tech industry. The return to in-person work is also a hurdle for people living in areas with fewer job opportunities,” explains Ana.
Indeed, according to the Michael Page report, 44.7% of candidates believe they are more productive working from home, preferring more flexible work models to achieve better time management and stress reduction, particularly related to commuting time. “The role of companies is to offer real hiring opportunities, in addition to providing an inclusive and continuously learning work environment for all. They should act as mentors, supporting development with integration programs, training, and constant feedback. To become more inclusive, they can adopt specific recruitment programs for this purpose, partner with NGOs, and provide mentorship focused on inclusion, as well as developing internal policies that promote diversity. Additionally, creating a welcoming work environment is essential to retaining these talents, as well as having clear career plans that encourage growth within the company. Continuous follow-up is crucial to ensuring professionals feel supported,” concludes the expert.
