Employer Branding Through the Eyes of Generation Z

Today, companies aren’t just competing with products or services – they’re competing with reputation, values, and culture. And success depends on how convincingly they communicate those things to the outside world.

What happens when a company doesn’t invest in its employer brand? Nothing. You stay invisible.

If you don’t clearly communicate who you are, what you stand for, what you strive toward, and why someone should want to work for you, you simply don’t exist today, regardless of the generation.

What Is Employer Branding?

Employer branding is much more than just a trendy marketing term – it represents a strategic approach companies take to shape and communicate their image as an attractive employer.

In short, it's a comprehensive story that combines values, culture, mission, and the everyday experience of employees. This story is built and communicated through various channels and activities – from social media, career pages, interviews, and blogs, to events, PR announcements, and much more.

Employer Branding Is More Important Today Than Ever Before

By 2025, Generation Z – those born between 1997 and 2012 – is expected to make up 27% of the global workforce.

This generation has different expectations, values, ambitions, and priorities compared to previous ones. Key values for them include work-life balance, career development, work location, and above all, alignment between personal values and company culture. In fact, 49% of Gen Z say that their job is a key part of their personal identity.

Employer Branding = A Bridge to Generation Z 

When a company invests in building its brand, it’s not just about online presence, but also about transparent and consistent communication of values, culture, and employee experiences.

When this communication is thoughtful and authentic, it helps reduce employee turnover, attract top talent, and clearly differentiate the company from competitors – which is especially important in an era where Gen Z chooses employers based on values, culture, and authenticity.

The modern labor market poses a challenge for every company, which is why employer branding should become a core part of all HR strategies and a central element of future business planning.

Building a Strong Employer Brand for Gen Z

Creating a strong employer brand that attracts Gen Z talent requires understanding their values, expectations, and style of communication.

1. Communicating Unique Value

The first step is clearly defining your unique value proposition. It's important to answer the question: “Why should they choose us?”

Be authentic, specific, and relevant. Avoid generic phrases and instead highlight what truly sets you apart from the competition, such as:

• excellent mentoring and development support,
• innovative and relaxed work culture,
• pet-friendly offices,
• transparent leadership and open communication,
• flexible working conditions and good work-life balance,
• clear opportunities for advancement and internal mobility,
• commitment to social responsibility,
• active promotion of diversity, inclusion, and sustainability practices.

Don’t forget to include concrete information about benefits, compensation, career development, culture, and values.

This should not be just a statement on your website – it’s a story you must be able to tell in a way that resonates with Generation Z.

2. Authenticity and Transparency – The Foundation of Trust and Reputation

Highlighting your unique value means nothing without authentic and consistent communication.

Gen Z places great importance on clearly expressed values and a meaningful company vision. In fact, 81% of them say workplace honesty and transparency are core values they look for in an employer.

If you want to build a strong and trustworthy employer brand, every message — from social media posts to job descriptions – must be genuine, consistent, and aligned with the actual employee experience.

Authenticity isn’t something you build overnight. It’s a long-term process of earning trust through transparent and honest behavior – a crucial asset that not only attracts Gen Z talent but keeps them engaged.

3. Strong Online Presence on the Right Channels

Be where Gen Z is – on platforms like Instagram, TikTok, LinkedIn, and other social media. Your content must be visually engaging, strategically crafted, and aligned with your employer brand values.

Content should not only be informative but also inspiring and interactive. Encourage two-way communication – respond to comments, involve followers in questions and challenges, and show that their opinions matter.

4. Employees as Your Brand Ambassadors

Engaged, satisfied employees are the most powerful promoters of your employer brand. Involve and motivate them to share real and honest stories about their experiences, both on social media and within their professional and personal networks. This kind of authentic communication builds trust in your organization, strengthens your reputation, and attracts highly qualified Gen Z talent.

No branding, no story.

No story, no interest.

No interest, no candidates.

Generation Z talents bring new standards, expectations, and values – and the companies that adapt in time will be the ones to attract and retain the best talent.

So don’t wait for the market to set the pace. Be one step ahead of the others.

Build a strong employer brand that is authentic and transparent, clearly highlights your unique value, is present on the right channels, and encourages employees as ambassadors – this way, you will successfully attract and retain Generation Z talent.

Sources:

• Kelly, J. (2025) Gen-Z’s Are Redefining The Way They Want To Work. Forbes, April 1, 2025. Available at: https://www.forbes.com/sites/jackkelly/2025/04/01/gen-zs-takeover-and-redefining-the-workplace/

• McAllister, S. (2025) How is Gen Z changing the workplace? Zurich Insurance’s 2025 projections, May 23, 2025. Available at: https://www.zurich.com/media/magazine/2022/how-will-gen-z-change-the-future-of-work

• Parmele, M. (2023) Making waves: How Gen Zs and millennials are prioritizing—and driving—change in the workplace. Deloitte Insights, May 17, 2023. Available at: https://www2.deloitte.com/us/en/insights/topics/talent/recruiting-gen-z-and-millennials.html

• Man, R. (2025) Preparing Your Employer Brand For The Gen Z Workforce. HR.com, January 27, 2025. Available at: https://www.hr.com/en/magazines/all_articles/preparing-your-employer-brand-for-the-gen-z-workfo_m6f2w0cy.html

• Leon, N. (2023) Employer Branding and Gen Z: Be Irresistible to Young Talents. Jobteaser, Thursday, November 9, 2023. Available at: https://www.jobteaser.com/en/corporate/gen-z-lab/employer-branding-and-gen-z-be-irresistible-to-young-talents

• Hussen, M. (n.d.) How to Craft an Employer Brand That Appeals to Millennials and Gen Z. Engage for Success. Available at: https://engageforsuccess.org/how-to-craft-an-employer-brand-that-appeals-to-millennials-and-gen-z/

• Casals, E. E. (2024) Research concludes that Generation Z is the age group with the highest opinions of companies' corporate social responsibility. UOC, October 24, 2024. Available at: https://www.uoc.edu/en/news/2024/generation-z-is-the-age-group-with-the-highest-opinions-of-companies-corporate-social-responsibility#:~:text=Research%20concludes%20that%20Generation%20Z,of%20companies'%20corporate%20social%20responsibility&text=4%20min.&text=Generation%20Z%2C%20or%20people%20born,corporate%20reputation%20ranking%20(Merco).

• Milojevic, N. (2024) The Gen Z Effect and the Workforce Evolution: 2024 Statistics. Cake.com. Available at: https://cake.com/empowered-team/gen-z-workforce-statistics/