At Keen People, we’re always discussing what attracts top talent. Over coffee the other day, we found ourselves talking about how different generations approach work—and why businesses can’t afford to take a one-size-fits-all approach when hiring. Today’s professionals know what they want, but their priorities vary depending on their experiences, values, and career goals. So, what do different generations look for in a workplace, and how can businesses meet these expectations?
- Gen Z (Born 1997–2012): The Purpose-Driven Innovators
Gen Z has grown up in a digital-first world. They expect flexibility, purpose, and technology-driven workplaces. Salary matters, but it’s not everything—they want a strong company culture, mental health support, and career development opportunities. Hybrid or fully remote work is a major draw, and they seek employers who prioritise diversity, inclusion, and sustainability. Businesses that embrace innovation and provide meaningful work will attract the best of this generation.
- Millennials (Born 1981–1996): The Balance Seekers
Millennials entered the workforce during economic uncertainty, shaping their priorities around job security, work-life balance, and career progression. While they’re ambitious, they also value flexible working arrangements and opportunities for personal growth. Company culture is key—millennials want to work for businesses that align with their values and provide clear paths for advancement. Employers who invest in upskilling and offer strong benefits will retain them.
- Gen X (Born 1965–1980): The Independent Professionals
Gen X is often the backbone of organisations, bringing experience, self-sufficiency, and a results-driven mindset. They appreciate autonomy, financial stability, and the freedom to manage their own workload. Many are now in leadership roles and value organisations that respect their expertise rather than micromanage. Offering competitive salaries, career longevity, and strong retirement plans will keep them engaged.
- Baby Boomers (Born 1946–1964): The Experienced Leaders
Baby Boomers have built their careers on hard work, loyalty, and structure. Many hold senior positions and value stability, traditional leadership structures, and in-person collaboration. They appreciate clear company goals, mentoring opportunities, and workplaces that respect their years of expertise. Businesses that acknowledge their contributions and provide leadership opportunities will continue to benefit from their experience.
What This Means for Employers
If businesses want to attract and retain top talent, they must understand what motivates each generation. A workplace that offers flexibility, career growth, financial stability, and meaningful work will stand out. Companies that recognise generational differences and adapt their approach will not only attract diverse talent but will also build stronger, more engaged teams.
At Keen People, we go beyond CVs and job descriptions—we connect businesses with the right people by understanding what truly matters to today’s professionals.