New research by Gen Z insights firm Prograd has highlighted the top 20 employers that attract the youngest generation in the workforce, alongside those that are less desirable. The survey, conducted among 1,997 young adults aged 15-27 across the UK, indicates a strong preference for technology and luxury brands while revealing challenges faced by traditional sectors like fast food and public services.
Tech giants Microsoft, Google, and Apple lead the list of the most appealing employers for Gen Z, underscoring the appeal of innovation and career opportunities in the tech industry. Rolls-Royce, BMW, and Netflix also rank highly, further highlighting Gen Z’s attraction to brands associated with creativity, technology, and lifestyle.
The survey reveals that career growth is of utmost importance for Gen Z, with 64% listing it as a priority. Salary and benefits are also crucial, with 58% of respondents saying they seek financial rewards. Half of the participants identified job security as a top consideration, indicating a practical approach in light of economic uncertainties.
Additionally, the study finds that financial stability is more critical than passion for many young adults. When asked why they consider changing jobs, 63% indicated a desire for a better salary, reflecting financial concerns in an era of rising living costs. Salary expectations among Gen Z are also ambitious. The survey shows young professionals expect to earn £28,377 in their first job, rising to £55,510 by age 30, £72,537 by 40, and £87,954 by 50—figures well above UK average salaries.
Clarissa Muzariri, 18, from London, commented on the findings, “Let’s face it, passion doesn’t pay the bills. We want careers that enable the lifestyle we aspire to. Companies like Google and Microsoft offer both excitement and financial stability. If businesses ignore these needs, they’ll struggle to attract young talent.”
Gen Z’s loyalty to employers appears limited, with only 29% of full-time workers indicating they might stay in their current jobs beyond two years. The primary motivations for job-switching are higher salaries (63%), career advancement (58%), and better work-life balance (34%).
Conversely, the survey reveals a list of employers that Gen Z find least appealing. McDonalds and KFC top the unappealing category, joined by the UK’s public sector employers, including the armed forces, police, and educational institutions. This trend suggests these sectors face recruitment challenges unless they adapt to Gen Z’s expectations.
Commenting on the findings, Prograd Co-Founder Marco Logiudice said, “Employers may think Gen Z are primarily value-driven, but this generation wants high salaries, career growth, and supportive work environments. Companies that fail to offer these may miss out on the talent that will drive future success.”
The Top 20 Most Appealing Employers for Gen Z in 2024
1. Microsoft
2. Google
3. Apple
4. Rolls-Royce
5. BMW
6. Mercedes
7. McLaren
8. YouTube
9. Netflix
10. Samsung
11. Sony
12. Nintendo
13. Jaguar Land Rover
14. Spotify
15. Instagram
16. Warner Brothers
17. UNICEF
18. Cancer Research UK
19. Save the Children
20. Dior
The 20 Most Unappealing Employers for Gen Z in 2024
1. McDonald’s
2. KFC
3. Royal Marines
4. Royal Navy
5. British Army
6. Deliveroo
7. RAF (Royal Air Force)
8. Just Eat
9. Rescue and Support Service (e.g., Coastguard)
10. Uber Eats
11. Police Force
12. BrewDog
13. UK Schools
14. Fire and Rescue Service
15. Pret A Manger
16. Greggs
17. Ryanair
18. X (Previously Twitter)
19. Primark
20. Costa Coffee