Generation Z refers to those born from the late 1990s to the early 2010s and is characterized by having grown up connected. Various factors influence her behavior, such as the widespread use of social media (WhatsApp, TikTok, and Instagram) and significant historical events, whether climate change or the Covid-19 pandemic. Obviously, these phenomena transform the way these people behave, communicate, learn, and work. When the focus is on the Technology market, which involves Computing and AI, it 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 the health field (46%) than in Engineering (18%), Science (15%), Technology (10%), or Mathematics (5%). Furthermore, 59% believe that AI will have a more negative than positive impact in the next 10 years, with 62% feeling concerned about the potential unemployment caused by AI. However, according to the World Economic Forum, Generation Z will make up 58% of the global workforce by 2030, so trying to understand it and reflect on how to attract it is essential for business success.
"With each new generation of talents, we undergo profound transformations in our ways of life because we are invited to reflect on the issues brought by that generation, insights that we were previously unable to identify. I notice that, this time, Generation Z is willing to question the standards and conduct of the job market, as they are more interested in personal growth, well-being, and a more balanced lifestyle between work and leisure," suggests Ana Letícia Lucca, who is a specialist in Strategic Career Management and CRO at Escola da Nuvem.
The 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 quite relevant (86%), as well as paid free time (63%)—which can include vacations, a day off on your birthday, holiday bridging, among others—and flexible hours (61%), according to the NSHSS report.
"It is our responsibility to understand how this generation works 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 own potential. Creativity and proactivity are highly valued in the business world, and I notice that this generation has a strong desire to demonstrate their abilities," comments Ana Letícia.
The research "Gen Z and Millennials 2024: Living and working with purpose in a transforming world" showed that 6 out of 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%). When a cut is made for the Technology area, the companies that this generation most wants to work for are, in order, Google, Amazon, Apple, Microsoft, Netflix, Tesla, IBM, Intel, and Samsung, according to the report by The National Society of High School Scholars.
The 2025 Salary Guide, prepared by Michael Page, provided interesting insights into how companies view the job market, considering it as a whole, not just Generation Z. The main strategies used by organizations to attract talent include access to learning and development opportunities (51.1%), benefits packages and competitive compensation (43.7%), and betting on the company's good reputation (38.4%).For them, the biggest challenge for retaining professionals remains salary competition with other companies (66.3%), as well as the lack of internal growth and development opportunities (34.4%).
"When we specifically think about the IT market, the challenges to effectively welcome professionals are many. I notice that the lack of selective programs focused on diversity and some degree of educational deficit are key factors. The lack of networking, unawareness of opportunities in the sector, insecurity related to the corporate environment, and the scarcity of representation in the IT sector also influence certain groups. Therefore, I believe we should connect young people's desire for greater social responsibility from companies with the creation of real opportunities. Many face financial barriers and difficulties adapting to the fast-paced and demanding nature of the technology industry. The return to in-person work is also a hindrance for people living in areas with fewer job opportunities," explains Ana.
In fact, according to the Michael Page report, 44.7% of candidates believe they are more productive working from home, and they prefer more flexible work models to achieve better time management and stress reduction, especially related to commuting time. "The role of companies is to offer real employment opportunities, as well as to provide an inclusive work environment and continuous learning for everyone. They should act as mentors, supporting development through onboarding programs, training, and constant feedback. To become more inclusive, they can adopt recruitment programs specifically for this purpose, partner with NGOs, and offer mentorship focused on inclusion, as well as develop internal policies that promote diversity. Additionally, creating a welcoming work environment is essential to retain these talents, along with having clear career plans that encourage growth within the company. Continuous monitoring is fundamental to ensure that professionals feel supported," concludes the specialist.
