From mental health days to purpose-driven work, Gen Z’s young professionals are entering the job market with a new set of expectations – and they’re not afraid to walk away if those expectations aren’t met.
But what do the younger generation really want from their job? And how can employers meet changing expectations?
“Attracting younger talent into the workplace is no longer solely about pay cheques or perks – even though those are still important,” explains Ian Nicholas, Global Managing Director, at Reed. “Instead, Gen Z are looking for something that feels fair, flexible and fit for the future.”
The generational divide
But it’s not just that younger employees have different priorities. Their expectations are also often fundamentally different to Gen X and Baby Boomers:
Older generations (55+): Tend to place less emphasis on flexible hours or career progression, often because they’re settled in their roles or close to retirement.
Young professionals (18–34): Seek growth, recognition and balance early in their careers, reflecting a value shift towards career fulfilment and personal development.
Based on Reed’s salary guide data, these are the key things young professionals want from the workplace:
1. Clear career progression
“Young professionals want clear career progression opportunities,” explains Ian. “And for those just starting out, the opportunity for growth, whether through promotions, skills development or mentoring, has a massive impact on their job satisfaction.”
However, Ian explains that today’s career progression can look more fluid and less linear than before: “Gen Z are increasingly bucking the traditional university trend, favouring routes like apprenticeship programmes and other on-the-job learning opportunities.
“As a result, businesses that can offer continual development opportunities are more likely to win in the talent battle for this generation of workers.”
2. Flexible working options
Unlike other generations, many Gen-Zers only know flexible working patterns – and they’ve developed their productivity and work-life balance to fit alongside this. And Millennials have also quickly adapted to the new world of working, recognising the benefits it brings.
Now, according to Reed’s 2025 research, just over a quarter (27%) of employees aged 25-34 ranked ‘flexible working hours’ as a top perk that makes them feel more valued, compared to just 12% of those aged 65 and over.
“To attract the younger generation, businesses need to find a way to embed flexibility in their models, even if they are looking at a return to office,” explains Ian. “Flexibility doesn’t just mean remote working – condensed work weeks or flexible hours, for example, can also help to foster loyalty and improve satisfaction.”
3. Recognition and validation
Digital natives from birth, young professionals view platforms like TikTok, YouTube and AI tools as everyday essentials, rather than novelties. “They’re accustomed to instant feedback and personalised content,” explain Ian. “As such, they expect similar responsiveness and customisation in the workplace.”
Young employees crave meaningful validation for their achievements. Reed’s research found that, for 25-34-year-olds, more recognition is one of the top factors influencing how valued they feel in the workplace.
“This reflects a generational shift, where younger workers often measure their worth through acknowledgement, rather than tenure,” continues Ian. “Businesses should make recognition a regular practice, by giving immediate feedback after a job well done, shoutouts in team meetings or even small gestures like personalised thank you notes. Recognition doesn’t have to be extravagant - it just has to be authentic.”
4. Competitive salaries
While it’s now often bundled in with other priorities, competitive salaries still remain important for young professionals.
“This age group often navigates major life transitions, such as buying a home, starting a family or paying down student debt – which is why, for them, a decent salary isn’t just a perk…it’s essential,” says Ian.
Yet, for various reasons, many employers struggle to meet salary expectations, and some can instead prioritise flashy perks, like office games or free snacks, over tangible financial compensation.
“While offering a higher salary isn’t always an option due to budget constraints, being transparent about future raises and bonuses is key to building trust,” explains Ian.
“And when salary increases are off-the-cards, looking to boost other, non-monetary benefits, like flexible work options, clear development pathways and recognition is key to attracting and retaining younger talent.”
Attracting the next generation of workers
For many young people, stepping into the workplace is equal parts exciting and overwhelming. It marks a major shift and a move away from the familiar rhythm of education into a world with new rules, expectations and pressures.
It’s more than just a job, it’s the beginning of adult life, and for many, the pressure to get it right is real.
Ian advises that businesses:
Start with salary transparency:
Make pay fair, competitive and tied to clear performance metrics.
Invest in people:
Offer ongoing training and create visible career pathways.
Foster flexibility:
Give employees autonomy over schedules and work environments.
Celebrate wins:
Build a culture of regular and meaningful recognition.
“These are not radical changes, but practical steps towards creating a workplace where young professionals thrive,” adds Ian.
“Younger employees entering the workforce aren’t asking for the impossible. They want to feel valued, challenged and recognised for their hard work.”
If you are looking for a talented professional to join your team, or seeking a new opportunity yourself, get in touch with one of our local recruitment specialists today.
