December 12, 2023

Attracting Gen Z Talent: How to Build a Perfect Workplace for the New Generation

Mila Sandrygailo

Chief People Officer

14 min

Time flies, and soon the world will be driven by those who were born in the most technology-driven, unpredictable, and chaotic century. According to Johns Hopkins University, Generation Z will constitute about 30% of the workforce by 2030. So whether you're ready or not, zoomers are entering the job market, so finding ways to attract this digitally native workforce is paramount for every employer.

As a Chief Recruiter at Brocoders, a software development agency with 87 experts on board, I often hire Gen-Z developers myself. From my experience, finding and onboarding younger candidates is miles apart from hiring other generations. With them, you need to think different. Born in the most technological era, they are digital-native almost from birth and their bar for technology at work is higher than for any other generation.

Sounds too demanding, but these are the new standards the world sets up for employers. The good news is, the bar is reachable. So, what should you do to attract more Gen-Z employees? In this article, I’ll tell you how embracing diversity and modern tech tools can be your winning strategy for attracting Gen Z talent. But first, to make sure we’re on the same page, let’s quickly summarize how Zoomers differ from Millenials, another fancy term used to depict a previous to Z generation.

What's the difference between Millennials and Gen-Z?

Millennials, born roughly between 1981 and 1995, are often hailed as the generation of collaboration, flourished in the era of open office spaces, brainstorming sessions, and group projects. They believe in teamwork and the strength of synergy, preferring face-to-face communication and water cooler talks to Zoom calls and online chats.

Now, enter Gen-Z – their complete counterparts. Born between 1996 and 2010 and raised in an age of smartphones, social media, and instant messaging, they can effortlessly collaborate online. But here’s the catch — unlike millennials, zoomers often feel more at ease in the online world than in the real one.

The difference between real and virtual is so thin to Gen Zers that they don’t even get the plot of Matrix. Watch this tiny interview with Keanu Reeves where he recalls how he tried to explain the idea of the movie to teenagers and found out that they don’t care what’s real and what’s not. (Why if you can become literally anything in a virtual world?)

In a working environment, the difference between 20 and 30-year-olds is even more evident. Here are just a few examples of what I see regularly.

MillennialsGen Z
Collaboration"Teamwork makes the dream work!""Collaborate in the cloud!"
Preferred officeOpen spaces and company offices"My laptop is my office."
Social mediaPosting life updates monthly – at best.Ignores you on Slack but likes your new post
on Instagram two seconds after you posted it.
Work-life balance"Friday's for 'me-time'."Updating statuses at 3 a.m. on Sunday.
MotivationPassion and purpose."Show me the money!"
Job changeStaying loyal to companies."New job, why not?"
CoffeeStarbucks aficionados.Cold brews and espresso tonic.
FeedbackAnnual performance reviews."Feedback every day, please."

The difference is clear, but what does it mean for the employers? Quite a lot, if you want to acquire new talent. Let’s see how exactly Gen Z is transforming how we work and what we can do to meet their needs.

Ways Generation Z is changing the work landscape

As new talents enter the workforce in increasing numbers, they are demanding more from employers than previous generations. First, it’s communication – and in this case, words aren’t enough.

Emojis, GIFs, and the art of brevity

Picture this: a Gen-Z employee's inbox, adorned with emojis, GIFs, and memes of all kinds. They've brought a new lexicon to the workplace – one where a simple thumbs-up emoji says more than a thousand words ever could.


This preference for visual communication is reshaping how teams interact. Emails are getting shorter, Slack conversations are flooded with GIFs, and meetings are more interactive, often involving multimedia presentations. But Gen Zers’ love for emojis isn't just about playful expression; it's about efficiency and clarity. This visual approach also translates into feedback, where a well-placed GIF might convey encouragement or a humorous emoji can lighten the mood, creating a feedback loop that's not only informative but fun.


Overall, transparent communication is a must-do. It impacts teamwork and relationships in a powerful way. Encourage honest but respectful relations and you’ll be surprised how well your younger team members will respond to it.

Diversity and inclusion Gen Z actively seeks out employers who share their commitment to equal opportunities and diverse representation. As one of the most populated generations, it is also considered the most diverse one. Pew Research states that there's a contrast between generations when it comes to the choice of gender pronouns. Gen Z stands out as the group most inclined to advocate for more diverse gender options when filling out forms or creating online profiles. In fact, a substantial 59% of Gen Zers express the belief that these documents should provide alternatives beyond just "man" and "woman".

And what is no less important, diversity pays off in productivity and business results. If you wonder how it works, here are just a few aspects:

  • Innovation. Think of it as a creative powerhouse. When people from various backgrounds come together, they bring fresh perspectives and ideas to the table. It converts into visible results: a study by McKinsey found that companies with diverse teams are 35% more likely to outperform their peers in terms of financial returns.

  • Engagement. Inclusive workplaces make employees feel valued and engaged. When people can be themselves at work, they become more passionate about their jobs and dedicate themselves to helping you reach your business goals.

  • Market-fit. Inclusive teams better understand diverse customer bases. Today's world is interconnected, and brands need to appeal to a wide range of consumers. Users are willing to buy the products they see as relatable and a multicultural team is what you need to build such solutions.

Staying in your comfort zone may seem tempting but there are so many exciting things that you can achieve with a mixed team. For example, at Brocoders, we noticed that projects where we are involved as part of a distributed team with members located all over the world, don't only turn out more interesting for our employees, but also become more successful after release. The world will never be monocultural again so be ahead of the game and hire those who differ but share the same values, and it will definitely pay off.

The quest for knowledge

Gen Z has an insatiable appetite for learning. They've witnessed the pace of change in the digital age and understand that staying relevant means never ceasing to learn and adapt. Whether it's coding, graphic design, or mastering the art of sourdough bread-making, Gen Zers are all about learning something new.


Gen-Z employees thrive in an environment that embraces ongoing learning. This could mean micro-learning modules that fit into their schedules or mentorship programs that tap into their thirst for knowledge.

Organizations that invest in upskilling their staff demonstrate a commitment to employees' personal growth, which, in turn, results in a loyal workforce. So whether it’s courses for skill development, a mini library in the office, or open lectures on relevant to your team topics, vote for education, and you’ll see the results. At Brocoders, we practice weekly tech talks where the whole team comes to share their experience and niche expertise. As a result, better team engagement and project quality as everyone can make their skill set a bit wider.

Farewell, 9-to-5

The traditional 9-to-5 workday and the conventional office hierarchy are about to change with Gen Z employees on board. Being all about freedom, they don’t embrace the “clock-in and out” types of jobs. First and foremost, they are looking for optimal work-life balance, which is why standard 9-to-5 doesn’t work for them.


The traditional workday might have been the norm for previous generations, but it's high time we reevaluate its impact on productivity. A growing body of research suggests that rigid, fixed schedules can actually hinder productivity and creativity. According to a study by the American Psychological Association, employees who have control over their work hours and schedules report higher job satisfaction and are 34% more likely to have better overall health.

The results are seen immediately on the level of productivity and business success. Take Microsoft Japan, for example, which saw a 40% increase in productivity after implementing a four-day workweek. Flexibility can power your business, and – as it was proven long ago – productivity doesn’t start at 9:01. However, life always poses some restrictions. For example, at Brocoders we can’t always offer full flexibility in work hours as each developer should have at least several hours of time overlap with the client. Sometimes it means that the working day begins and ends later, but such sacrifices are our responsibility as a dedicated team.

Beyond office boundaries

For Gen Z, collaboration isn't confined to office walls, they seek freedom and the ability to work and live where they want. Remote work offers the perfect canvas to fulfill these desires, while also enabling businesses to hire globally which has been practiced by the market giants for years now.


Consider GitLab, a company that operates entirely remotely and spans the globe. This not only allows them to access talent from all over the world but also significantly reduces overhead costs. In fact, they report saving over $10 million a year in real estate expenses. It's a win-win situation – Gen Z professionals get the freedom they crave, and businesses can tap into a global talent pool while keeping their bottom line in check.

The data speaks for itself, remote work leads to increased productivity while excluding the need for additional expenses. Calculate also how many hours your team members spend on getting to the office and back in just a month and then imagine the amount of the time wasted in traffic during a year or two. At Brocoders, we are fully supportive of remote work, and our employees work from all kinds of places, from coffee shops somewhere in Europe to Thailand. The future of work is here, and it's remote.

Technology and innovation

Everything covered earlier would be impossible to achieve without one big elephant in the room – technology. No remote work, easy communication, or even online courses can be ensured without the use of modern tools.


In the quest to win over the Gen Z talent pool, technology, and innovation aren't just optional perks; they're non-negotiable must-haves. A staggering 80% of Gen Z candidates desire to work in an environment equipped with cutting-edge technology, while an impressive 91% of survey participants consider technology a significant influence in their job choices.

Furthermore, Gen Z values creative problem-solving and out-of-the-box thinking. Integrating cutting-edge tech solutions and fostering innovation not only makes the workplace more engaging but also signals to this generation that you're invested in their growth.

So if you’re not a director of a retro tech museum, embracing innovation and providing modern tech solutions is a must to attract and retain younger job seekers. Being all-digital, Gen Zers expect the workplace to be on par with the tech-driven world they live in, and if you don’t want to see your talents being stolen by more tech-savvy competitors, it’s the right time to start investing in it.

Wrapping Up

To sum up, your business's most powerful resource is your team. This is the aspect you can’t compromise on if you want to achieve results and not just survive in the market. Being attentive to your people’s needs is a must. This is the foundation on which everything else is built. For Gen Z, tech, inclusivity, and freedom are top priorities, and we must provide them if we don’t want to lose this generation.

The future of the job market will be different from everything known before, but it certainly will be exciting. Make sure to attract those who will lead the way for innovation and let technology change your work processes once and for all. If you need any help with hiring young talent for your team, contact us at Brocoders, and we will be glad to provide you with the most fitting experts, helping you build a diverse team to set your project up for success.

Contact us to know more about our expertise and work process

Hire top AI engineers

Contact us
Thank you for reading! Leave us your feedback!
5342 ratings

Read more on our blog