Attracting young talent: What is the next generation looking for in an employer?

Attracting young talent

Young talent is entering the job market with high ambitions – and with clear expectations of what a modern working life should offer. Stable employment and a competitive salary package are no longer enough.

They are looking for employers who share their values, offer opportunities to develop, provide space for life balance – and where they can feel included and important.

To attract young talent, employers need to think beyond traditional offers. Here we highlight six factors that are crucial to becoming relevant to future employees.

1. a strong and inclusive work culture

For young people, work culture isn’t just about having a nice Friday lunch – it’s about feeling like you can be yourself, belonging and being taken seriously.

They want to work in environments where all perspectives are welcomed, where diversity is more than a goal – it is a strength. Where collaboration, transparency and trust permeate everyday life.

Creating a culture where different people can grow together, where there are high expectations and where ideas are given space, is a powerful way to build engagement. It doesn’t just create well-being – it creates performance.

2. Sustainability and social responsibility in action

The next generation of workers is growing up in an era of climate crisis, societal challenges and global inequalities. They want to contribute to something bigger than themselves – and expect their employers to do the same.

It’s not that everything has to be perfect, but it needs to be genuine. They want to see that you:

• Have clear sustainability goals
• Integrating environmental and social responsibility into your business
• Dare to be transparent about your challenges

When a company shows that it cares about more than its own profitability, it is easier to feel pride – and loyalty.

3. flexibility and work-life balance

Young talent doesn’t want to choose between career and quality of life. They are looking for employers who understand that balance is not a luxury – it is a prerequisite for long-term performance.

Flexible working hours, hybrid working, respecting leisure time and understanding the different phases of life are important factors.

Companies that offer freedom with responsibility – and show that they trust their employees – create working environments where both trust and engagement grow.

4. development opportunities – professional and personal

For young people, learning is not a one-off activity – it is a continuous need. They want to grow, develop and see a clear direction in their career.

It can be about:

• Courses and training
• Opportunity to change roles or test new responsibilities
• Regular performance appraisals
• Clear career paths or individual development plan

They want to feel that their employers are investing in them – not just to keep them, but to help them reach their full potential.

5. Innovation, technology and new thinking

The younger generation has grown up with technology as a natural part of everyday life. They expect companies to be at the forefront – not only in their digital tools, but also in their way of thinking and working.

This means that:

• You have modern work tools and systems
• You are open to new ideas and ways of working
• You create forums for innovation and participation

Young talent wants to feel part of an organization that wants to move forward – and where their ideas can make an impact.

6. Opportunity to influence and contribute

Perhaps most important: the feeling of being involved and making a difference. Young employees don’t just want to be assigned tasks – they want to understand the purpose, be involved in decisions and contribute to the company’s development.

Create opportunities for influence – through projects, initiatives, improvement work or customer contact. Show that you are listening. Commitment is born where responsibility meets trust.

What does this mean for you as an employer?

It’s not about changing everything overnight – or creating a special solution for young people. It’s about building an employer offer that reflects the expectations of the future.

When young people feel they can be themselves, contribute something meaningful and grow – they stay. And then they become ambassadors for your culture and brand.

By taking their values seriously, and working strategically on issues such as inclusiveness, flexibility, development and sustainability, you are not only strengthening your attractiveness – you are building a better company.