The work values of Generation Z : A qualitative research explaining what Generation Z values and is attracted to in an employer

Abstract: Background: Effective employer branding helps attract and retain top talent, leading to overall success. Work values play a significant role in job preferences and satisfaction. Understanding the work values of Generation Z, is crucial for appealing to them. By aligning employer branding with Generation Z's work values, companies can attract and engage this generation known for its adaptability, autonomy, interconnectedness, collaboration, and speed. Understanding and addressing these work values provides valuable insights for effectively targeting Generation Z. Purpose: The purpose of this thesis is to explore what Generation Z is attracted to and values in an employer. Methodology: This thesis adopted a qualitative and inductive approach to address its purpose and research question. The study involved conducting ten semi-structured interviews using non-probability sampling. Prior to the interviews, the researchers conducted theoretical research and identified eight values representing work values. These values served as the core of the study and formed the basis for developing interview questions. Findings: The result of this thesis showed that the values that Generation Z values most in an employer are: flexibility, organizational values, development, and career opportunities. Conclusion: Generation Z individuals highly value flexibility, prioritizing flexible working hours, remote work options, and the ability to manage their own time. They also emphasize organizational values, such as a supportive work culture, effective communication, and positive relationships with colleagues. Furthermore, responsibility, development and growth opportunities within the workplace are essential for their job satisfaction.