Based on the Gen Z Trends 2026 study, research by Search You
Every year, more companies ask themselves the same question: why is it so hard for us to attract, and keep, young talent? Job openings that get no applications, hiring processes that fall apart halfway through, people who leave after a few months. The answer almost never comes down to a single variable.
That is why we decided to ask Gen Z directly. And Gen Z spoke up.
Who took part
The study gathered the voices of more than 2,000 students from 29 universities, across 21 different fields of study. This is not the opinion of a niche: it is a broad snapshot of what the next generation of professionals thinks about work, companies and the leaders they want to grow with.
Six key moments
To answer the big question (what makes Gen Z choose a company, join it and stay), we explored six moments along the career journey:
- Attraction: what makes a company attractive?
- Growth: what do they expect from their first job?
- Access: what keeps them from entering the job market?
- Experience: how do they want to live their work?
- Leadership: what kind of leader does Gen Z expect?
- The favorite: which companies have already managed to connect with this generation?
In this article we share some of the findings that stood out most to us.
1. Salary opens the conversation. Growth sets the offer apart.
It would be easy to assume that compensation matters most. It does not. When we asked what leads them to choose a company, professional growth was the number one factor, with almost 30% of mentions: twice as many as any other.
| Company choice factor | % chosen |
|---|---|
| Professional growth | 29.7% |
| Learning and development | 14.8% |
| Compensation and benefits | 14.1% |
| Other / not specified | 13.0% |
| Culture / work environment | 12.8% |
| Company prestige / reputation | 6.8% |
Source: Gen Z Trends 2026, Search You. Other factors such as innovation, flexibility, stability or purpose received lower percentages.
If we add up professional growth and learning, the conclusion is clear: the chance to build a career weighs more than brand prestige or salary on their own. Pay is still the entry point to the conversation, but what makes an offer stand out is a credible promise of growth.
2. The talent that does not apply
One of the most revealing findings of the study: 6 out of 10 young people do not apply to opportunities because they believe they lack experience and will be rejected.
Think about it for a moment. More than half of the talent that could interest you rules itself out before even sending a CV. Not because they do not want to work with you, but because the way the job posting is written tells them they have no chance.
For companies, this is a huge opportunity. Reviewing the requirements for entry-level roles, making clear what is essential and what can be learned along the way, and communicating that potential is valued, not just track record, can significantly widen the candidate pool.
3. 74% would trade salary for a better experience
Another myth falls here: 74% of students would give up part of their salary in exchange for better benefits. What does that decision depend on? The study identifies four major levers:
Flexibility
The option of flexible hours or hybrid work is one of the main factors that make up for lower pay.
Professional growth
Opportunities for learning, training and career development are among the main reasons students would consider earning a little less.
Well-being and work environment
For a large share of talent, working in an organization with a positive culture, healthy relationships and a focus on well-being is worth more than a raise.
A complete value proposition
The decision does not depend on a single benefit, but on the balance of compensation, development, quality of life and work experience that the organization can offer as a whole.
4. The brand can attract them. The leader can make them stay (or go)
You can have the best employer brand on the market, but if day-to-day work does not live up to it, young talent will not stay. 8 out of 10 young people say their boss influences whether they stay at or leave a company.
The quality of leadership directly shapes the experience and the decision to stay. Put another way: investing in attraction without investing in your leaders is like filling a bucket with a hole in the bottom.
What does this mean for your company?
If we had to sum up the study in a few ideas, they would be these:
- Talk about growth, not just pay. Show concrete career paths and real learning opportunities from day one.
- Open the door to those who do not apply. Review your entry requirements and communicate that you value potential.
- Design a complete value proposition. Flexibility, well-being and development can weigh as much as compensation.
- Prepare your leaders. In the end, they are the ones who decide whether talent stays.
Access the full study
This article is just a preview. In the full Gen Z Trends 2026 study you can explore in depth what young talent looks for, values and expects from companies. With access you will discover:
- What will make Gen Z choose your company.
- Where to focus your talent attraction investment.
- How your employer brand is positioned.
- What opportunities you are missing.
- What actions to take to better attract young talent.