This year, the oldest member of Generation Z will be 28 and is estimated to make up 27% of the workforce. As South African employers shift the hiring lens to focus on Gen Z recruitment, it must be understood that this generation brings new expectations to the workplace - they are not just looking for a job.
This generation wants to make an impact, develop, and have a work environment that aligns with their values. They are entering the workforce with priorities shaped by digital fluency, a strong sense of purpose, and, sadly, economic uncertainty.
By understanding Gen Z's expectations, employers can position themselves to attract and retain tomorrow's leaders.
Here are 7 pointers that show what Gen Z graduates look for in a job.
1. Purpose Before Pay
For Gen Z graduates, a job is not just a paycheck - it's a platform for impact. A 2024 Deloitte survey shows that 86% of Gen Zs globally believe a sense of purpose is essential to job satisfaction. Many are willing to walk away from job offers that don't align with their values.
This desire for meaningful work is powerful in a country where social and economic inequality persists. Graduates increasingly favour employers who demonstrate ethical leadership and are committed to making a positive difference in society.
2. The Importance of Experiences and Skills Growth
With digital credentials and micro-courses on the rise, Gen Z graduates are building portfolios of significant skills. Employers who test for capabilities during recruitment, rather than filtering based solely on degrees and diplomas, are more likely to embrace skills-based hiring. Gen Z is more interested in experiences and skill building than a career ladder.
Because of the high need for skills and experiences, Gen Z is likely to move jobs every 2 to 3 years unless and employer can continue to stretch them.
3. Dynamic Growth and Continuous Learning
South African Gen Zs don't want to wait years for a promotion; they want dynamic growth, continuous learning, and recognition based on merit rather than tenure.
This generation prefers personalised development pathways and opportunities over rigid hierarchies. Data shows that 77% are more engaged with organisations that prioritise inclusivity and social responsibility.
To retain this talent, employers must offer mentorship, growth clarity, and diverse role experiences.
4. DEI and Accountability
South African Gen Z graduates expect employers to prioritise diversity, equity, and inclusion. They want employers to lead with DEI values and favour organisations that demonstrate authenticity, transparency, and a purpose-driven culture.
In practical terms, this means: equitable hiring practices and creating environments where people of all backgrounds feel seen and supported.
5. Gen Z Wants Employers to Bridge the Education–Employment Gap
Graduate unemployment in South Africa rose to 12% in 2023, which, in part, shows a growing mismatch between what higher education provides and what the workplace needs. Employers and educational institutions must work together to close this gap.
Gen Z brings tech fluency and ambition, but they need practical exposure, mentorship, and structured workplace learning to move successfully into the workforce. Internships, graduate programmes, and fundamental project-based roles are not just "nice to have ". They are essential to equipping graduates with a successful start to their careers.
6. Get Your Tech Right
Gen Z hate tech frustrations. If the tech is not sexy, they will not use it. This generation grew up with intuitive, fast, and mobile-first platforms - so clunky systems, slow onboarding portals, or outdated tools can be an instant dealbreaker.
Poor user experience signals that your company is behind the times. To attract and retain young talent, make sure your tech stack is modern, integrated, and user-friendly. A seamless tech environment shows that your business respects their time and understands how they work best.
Offer digital-first experiences from application to onboarding and beyond. Tools like Slack, Google Workspace, or Notion resonate more than spreadsheets.
Recruitment insight for attracting Gen Zs
To successfully attract Gen Z talent, South African employers must move beyond traditional recruitment tactics and focus on what this generation genuinely values. Job titles and salary alone won’t win them over; Gen Zs are purpose-driven, digitally fluent, expect career development, and are willing to move on quickly if their expectations aren’t met. It’s, therefore, imperative that the recruitment experience makes it clear that your organisation is ready to meet them where they are.
Need help finding Gen Z talent? Talk to us, we are specialists on this generation.