Tuesday, December 16, 2025

Winning the Gen Z Talent Game: 5 Smart Moves for Employers

Written by Jason Hancock Community Liaison

It’s estimated that by 2025 Gen Z (born 1996-2010) will make up 30% of the workforce. For small and mid-size businesses, this is both a challenge and an opportunity. Here’s how to attract Gen Z with practical and accessible strategies. 



What Gen Z values


Growth over titles

There’s a misconception that young talent is job hopping, when in fact many are looking for stability, as long as you provide them with career progression. When thinking about the future, 61% of Gen Z are primarily seeking stability, working for a minimum of 1.5 years before deciding if they want to transition to another role that offers better skill development. Interestingly, only about 6% of Gen Z say reaching a leadership position is their primary goal, as the majority prioritize learning & development, mentorship and clear developmental goals.  

Money, meaning and wellbeing

According to recent reports, nearly 9 in 10 Gen Z job seekers are looking for a sense of purpose in their work. They want to find employers that align with their values, and although they also value pay, they're looking for flexibility, a supportive culture and work-life balance that champions mental wellbeing. Open conversations on mental health and a flexible schedule could be key to attracting future talent.  

Tech ready, but willing to learn

About three quarters of Gen Z job seekers anticipate that AI is going to change how they work and are already using AI to upskill themselves. These tech savvy potential hires are eager to learn and can thrive with employers who champion AI adoption, use and training. 

Career progression

Gen Z view careers as evolving portfolios of skills and projects, not linear ladders. They seek roles that allow them to evolve over time, fueling interest in micro credentials, trades and project-based experiences. A recent study showed that 31% of the Gen Z are choosing not to pursue post-secondary education. Of that 31%, 42% said it was because of high costs.

Despite these challenges, this generation is doing what they can to develop themselves. There's a recent uptake in people investing in independent or supported learning avenues, such as pre-employment workshops, online courses and other programs. They’re also prioritizing creative ways to develop their soft skills like communication, leadership, empathy, time management and industry knowledge regularly, as well as testing out entrepreneurial pursuits. 

 

 

What moves can employers make today to help attract young talent? 



1. Create Skill-Building Entry Roles 

Why it matters: Gen Z wants growth, not just tasks. 
How to get started:

  • Redesign entry-level jobs into learning roles with a 6–12 month skill roadmap such as month 1 = onboarding + soft skills, month 6 = project leadership. 
  • Use the Alberta Youth Employment Incentive (up to $7,500 per hire) and the Student Work Placement Program (50–70% wage subsidies) to offset costs. 
  • Partner with local community resources to be free and accessible pipelines to youth job seekers, such as The City of Calgary Youth Employment Centre or other pre-employment programs. 



2. Offer Mentorship & Microlearning Opportunities
 

Why it matters: They crave continuous learning and coaching. 

How to get started: 

  • Host monthly “Learning Labs” where senior staff share tips on tech tools or industry trends. 
  • Provide access to free or low-cost platforms (Coursera, LinkedIn Learning) and recognize micro-credentials. 
  • Pair new hires with mentors for 30-minute check-ins—it costs time, not money. 



3. Build Flexibility & Well-Being into Culture

Why it matters: Flexibility and mental health are top retention drivers. 

How to get started: 

  • Offer hybrid work or flexible hours where possible. 
  • Share free mental health resources and create check-in conversations. 
  • Train managers to focus on outcomes, not clock time. 



4. Lead with Purpose

Why it matters: Gen Z wants meaningful work. 

How to get started:

  • Highlight your company’s impact in job ads (community involvement, sustainability efforts). 
  • Share employee stories on social media to show purpose in action. 
  • Offer project-based internships that connect work to real-world outcomes.

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5. Add Value Beyond Salary


Why it matters: Rising costs stress young workers. 

How to get started: 

  • Include perks like flexible schedules, career development budgets or commuting support (e.g., transit passes). 
  • Recognize entrepreneurial energy with innovation challenges or hackathons—great for engagement without big spend. 
  • Tap into government grants to stretch your compensation budget. 


Final Takeaway 

No matter your size—small, mid-sized or large—start today and connect with our employer relations team at the Youth Employment Centre to explore additional ways we can help you recruit young talent. 

Sources & Further Reading 

  • Deloitte, Global Gen Z & Millennial Survey (2025). [deloitte.com] 

  • Newsweek, Most Jobs for Gen Alpha Don’t Exist Yet (2025). [newsweek.com] 

  • ESDC – Student Work Placement Program (SWPP). [canada.ca] 

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