GenZ as Employees: How to Retain the 'Problem Generation' at Your Company? – with Melanie Wagner, DACH Head at HiBob

About this episode

Generation Z is often labeled as the difficult-to-manage "problem generation" – but is this really true? In a joint study, venture capital firm 8 Roads and HiBob investigated what really matters to Generation Z and how companies can successfully attract and retain these employees of the future.

What Makes a Smart Career for GenZ?

For young professionals, the understanding of career has fundamentally changed. A smart career today doesn't necessarily mean the classic corporate ladder climb. Instead, personal development takes center stage: What skills can I build? How can I grow? GenZ employees seek positions that offer genuine learning experiences and growth opportunities.

Small Companies Score with Authenticity

Startups and smaller companies don't need to hide behind big brand names. On the contrary, they can shine with different strengths. GenZ particularly values:

• –Authentic company culture: Real values instead of glossy marketing
• –Direct development opportunities: Faster career paths and more responsibility
• –Personal mentorship: Individual guidance and support
• –Meaningful work: Projects with real impact

Smaller companies can often respond more flexibly to individual needs and offer GenZ talents the opportunity to truly make a difference.

What Motivates GenZ in Job Selection?

The study results show clear priorities for Generation Z:

Work-life balance comes first: Flexible working hours and the ability to balance work and personal life are decisive factors. GenZ wants to work to live – not the other way around.

Development opportunities are the second key factor: Continuous learning, new challenges, and clear career paths particularly motivate this generation.

Company culture and values: GenZ wants to work for companies whose values align with their own. Sustainability, diversity, and social responsibility play important roles.

Office vs. Remote: A Nuanced Picture

Contrary to some stereotypes, the study shows that GenZ does appreciate the benefits of office work. Particularly important are:

• –Social interaction: Direct contact with colleagues fosters a sense of belonging
• –Mentoring and learning: Knowledge transfer often works better in face-to-face conversations
• –Experiencing company culture: Corporate culture becomes more tangible in the office

At the same time, flexibility is crucial. Hybrid work models that enable both remote work and office presence hit the mark.

When Does GenZ Switch Jobs?

Reasons for job changes are often self-inflicted:

• –Lack of development opportunities: When no growth is in sight
• –Poor work-life balance: Too much overtime or rigid structures
• –Lack of appreciation: Both financial and personal
• –Mismatched company culture: When values don't align

Interesting finding: GenZ often changes jobs less frequently than assumed. When the framework conditions are right, they do stay longer.

Practical Tips for Employers

Create genuine work-life balance: Flexible working hours, home office options, and respect private boundaries.

Invest in development: Regular training, mentoring programs, and show clear career paths.

Live your values: Authenticity beats marketing promises. GenZ quickly notices whether values are lived or just advertised.

Offer purpose: Show how the work contributes to the bigger picture and what impact it has.

Create connections: Both with colleagues and management. Regular feedback and open communication are essential.

Conclusion: Understanding GenZ as an Opportunity

Generation Z is not a "problem generation" but brings fresh perspectives and new priorities to the workplace. Companies willing to adapt their structures and offer genuine work-life balance and development opportunities can benefit enormously from this generation. The key lies in seeing GenZ for what it is: a generation with clear values and high standards for quality of work life.

Those who set the right course now will secure not only today's employees but build the foundation for a future-ready corporate culture.