Hiring • 8 MIN LESEN
Warum Generation Z schwerer zu gewinnen ist, als Sie denken
MAR 20, 2026
Generation Z is entering the workforce with different expectations. Here is what recruiters and HR leaders need to understand to attract and retain them.
Wer ist Generation Z?
Generation Z, grob definiert als jene, die zwischen 1997 und 2012 geboren wurden, ist die erste Generation, die vollständig mit Smartphones und sozialen Medien aufgewachsen ist. Die ältesten Gen-Z-Beschäftigten sind inzwischen Ende zwanzig; die jüngsten treten gerade erst ins Erwerbsleben ein. Bis 2030 werden sie rund 30% der globalen Belegschaft ausmachen. Ihre Werte, Erwartungen und Arbeitsweisen zu verstehen, ist für Arbeitgeber kein Nice-to-have: Es ist eine geschäftliche Notwendigkeit.
Was Generation Z wirklich von der Arbeit will
Research consistently shows that Gen Z prioritises job security and financial stability above most other factors, which challenges the stereotype that they are primarily motivated by purpose and flexibility. They do value meaningful work and psychological safety, but they also want competitive pay, clear career progression, and a manager who supports their development. They are significantly more likely than previous generations to talk openly about mental health, to expect their employer to take wellbeing seriously, and to leave if they do not.
Where traditional recruitment processes fail them
Gen Z candidates have grown up with instant feedback loops. A recruitment process that takes six weeks, involves four rounds of interviews, and provides no status update between stages will lose them to an employer who moves in two weeks and communicates throughout. They also conduct extensive research on employers before applying: Glassdoor reviews, LinkedIn posts, social media presence, and the careers page all form their impression. An outdated careers page or a poor Glassdoor rating will reduce your application rate among this cohort.
Den eigenen Ansatz anpassen
Speed up your hiring process, target two to three weeks from application to offer for most roles. Communicate at every stage, even if the message is only that a decision has been delayed. Be transparent about salary in the job advertisement, since Gen Z is significantly more likely than older candidates to bypass applications with no stated range. During onboarding, assign a peer mentor in addition to a line manager: Gen Z learn well from peers and value social connection at work.
