Human Resources
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7
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As the newest generation enters the workforce, understanding their employment preferences and values is crucial for shaping the future job market. Generation Z (Gen Z), those born between 1997 and 2012, are making their mark on industries across Australia.
This blog is based on the "Australia’s Top 100 Gen Z Employers 2024" Report by Workplacer and Student Edge, which reflects the voices of nearly 1,000 young Aussies aged 15 to 24. This report provides a snapshot of the industries and employers that resonate most with Gen Z and helps us understand what drives their career choices.
We examine the current employment landscape for Gen Z in Australia, focusing on the alignment (or misalignment) between their current jobs, the industries they’re actively seeking opportunities in, and the sectors they aspire to build their careers in.
The report provides a detailed demographic breakdown of the survey participants.
The gender distribution among respondents is nearly balanced, with 51% identifying as women, 47% as men, and 2% as non-binary, gender diverse, or undisclosed. Age-wise, the largest group (36%) is between 22 and 24 years old, followed by 33% aged 18-21 and 31% aged 15-17.
In the Australian workforce, Retail & Online Retail and Hospitality/Tourism dominate as the sectors where Gen Z is most commonly employed. According to the Workplace and Student Edge report, 26% of Gen Z currently work in retail, and 24% are in hospitality and tourism.
These industries provide accessible entry points into the workforce, offering part-time and casual roles that align well with the flexible schedules that many young people need while studying.
While Gen Z might be starting out in these sectors, they’re not necessarily where they want to stay long-term. Even though 33% of Gen Z are actively seeking jobs in retail and 28% are looking for opportunities in hospitality, these industries are often seen as practical, short-term options rather than fulfilling, long-term careers. Only 2% and 3% of Gen Z consider retail and hospitality, respectively, as their dream industries.
When it comes to dream jobs, the picture changes dramatically.
According to the report, Healthcare emerges as a leading aspirational industry, with 21% of Gen Z naming it as their dream career path. This high aspiration aligns closely with active job-seeking behaviours, where 21% are also looking for jobs in healthcare.
Healthcare's appeal lies in its perceived stability, meaningful impact, and long-term career opportunities—values that resonate deeply with Gen Z.
Similarly, Technology/IT is another sector that garners significant interest. While only 3% of Gen Z are currently employed in technology roles, 19% are actively seeking jobs in this field, and 10% dream of building a career in tech. The technology sector is attractive for its innovative environment, potential for creative work, and opportunities for career advancement—all key values for Gen Z.
Content Creation also stands out as a dream industry, with 17% of Gen Z aspiring to careers in this field. The appeal is clear: content creation offers autonomy, creativity, and a modern work environment that aligns well with this generation's digital fluency.
The values that Gen Z holds dear play a significant role in shaping their career aspirations. According to the report, the most important employer values for Gen Z include:
Industries that align with these values are naturally more attractive to Gen Z. For example, the high value they place on competitive salaries and career advancement makes healthcare and technology appealing, as these sectors are known for offering good pay and clear paths for progression.
The emphasis on integrity and social responsibility also aligns with fields like healthcare and education, where ethical practices and meaningful work are at the forefront.
Conversely, while retail and hospitality may offer immediate employment opportunities and flexibility, they are perceived to fall short in providing the long-term values that Gen Z prioritises. These industries are seen as stepping stones rather than final destinations, which is why they are less likely to be chosen as dream careers.
The Gen Z Employer Appeal Score, which combines the percentages of respondents "interested in working at" and "excited to work at" specific employers, gives us more insights into what’s attracting young job seekers.
Retail giants like Woolworths and Ben & Jerry’s have high appeal scores, especially in the retail and hospitality sectors. But this appeal is mostly tied to immediate perks like flexible hours and employee discounts rather than long-term career aspirations.
In contrast, employers in the technology and healthcare sectors not only score high on the Gen Z Employer Appeal Score but also align with the values that are important to Gen Z. This suggests that these sectors are likely to see continued interest from young job seekers—not just as temporary gigs, but as viable, fulfilling career paths.
The current employment landscape for Gen Z in Australia is marked by a clear divide between the jobs they hold now, the industries they are exploring, and the careers they ultimately aspire to.
While retail and hospitality provide immediate employment, they do not fulfil the long-term values that Gen Z prioritises. There is scope for these two sectors to retain the engaged GenZ workforce.
The report makes an interesting observation about sectors like healthcare, technology, and content creation where Gen Z sees their future, driven by the promise of competitive salaries, career growth, and meaningful work.
Understanding these dynamics is key for employers to attract and retain Gen Z talent. To read the complete report on Australia's top 100 Gen Z employers, click here.
By aligning job offerings with the values that Gen Z cares about most—such as integrity, innovation, and career advancement—companies can better position themselves as the dream employers for this dynamic and ambitious generation.
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