Kommersant: What do Gen Z want?

2026-04-17 11:30

Gen Z refers to young people who are just entering the workforce. Their influence is becoming increasingly noticeable to employers, who are having to adapt to new expectations.

There are, however, several factors that companies seeking to build a future-oriented HR brand should take into account.

Darya Kudryavtseva, HR Director at Selecty:

«When making an offer to a newcomer, a company must take into account the cost of training. According to hh.ru, the average salary on offer is ₽60,000, while junior specialists are asking for 5% more. In the IT sector, for example, the gap can exceed ₽20,000».

There is a common belief that salary is not a priority for Gen Z. However, this is not confirmed by data from Selecty and hh.ru. Among professionals under 25, salary ranks first among the factors that influence their choice of employer. The share of those who prioritise it, at 54.3%, is lower than among those aged 25 to 30, where the figure stands at 68.7%.

Darya Kudryavtseva, HR Director at Selecty:

«Gen Z is highly interested in development prospects. Career growth ranks second in their list of priorities, at almost 44%, which is 11–33% higher than among other generations. To respond to this, companies need a proper employee development system, with a strong focus on transparent training and career progression».

Companies can support young employees by helping them build a purposeful approach to their careers through professional development. More than a quarter of professionals under 25 consider learning opportunities to be an important factor when choosing an employer.

Darya Kudryavtseva says effective communication with Gen Z requires managers to adapt their style:

«I believe we need to speak to the younger generation in their language — not only literally, but also in terms of management style. To communicate effectively, it is important to be flexible and to use an approach that matches their level of maturity. Young professionals find it easier to start when tasks are clearly defined, instructions are detailed, and feedback is constant».

At the same time, Gen Z places a high value on mentorship. Many young employees choose an employer because of the opportunity to learn from more experienced colleagues. That is why companies need to build internal mentoring and knowledge-sharing programmes.

Darya Kudryavtseva, HR Director at Selecty:

«Despite the stereotype that Generation Z is afraid of open communication, young employees are in fact willing to build professional connections and are ready to learn through direct interaction».

It is not only the work itself that matters, but also how it fits into life. For Gen Z, work-life balance is not a passing trend but a basic expectation.

They speak openly about mental health, are not afraid to seek psychotherapy, and value psychological support as part of a broader wellbeing package alongside health insurance or anti-stress programs. Selecty’s research confirms that the more flexible a company is in its approach to work format and benefits, the more attractive it is to young professionals.

At the same time, fully remote work is no longer an absolute priority for them. Nearly half of Gen Z respondents say that informal communication with colleagues and flexible working hours matter more than the option to work from home.

Even among professionals under 25, a benefits package is valued more than the opportunity to work abroad. This is a pragmatic generation that is looking for a balance between growth, stability and genuine care from the employer.