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A recent Prograd study has identified the top 20 employers Gen Z aspires to work for, with tech industry giants leading the list, while fast food companies and the armed forces ranked as the least preferred.
The survey, involving 1,997 UK respondents aged 15-27, showed that Gen Z’s top choices include Microsoft, Google, and Apple, while McDonald’s, KFC, and the Royal Marines were rated the least appealing employers.
Companies such as Rolls-Royce, BMW, and Netflix also featured in the top 20, indicating the strong attraction to large, innovative brands among younger workers.
Career Growth and Salary Are Key Drivers
Career progression is a high priority for Gen Z, with 64% of respondents identifying it as essential in their job search.
Meanwhile, 58% placed importance on salary and benefits, and 50% listed job security among their top considerations.
Financial Security More Important Than Passion
Reflecting a practical approach to work, 58% of Gen Z respondents prioritised financial stability over pursuing a passion.
When asked why they would consider leaving a role, 63% cited a desire for a better salary.
As for expected earnings, Gen Z anticipates a starting salary of £28,377 for their first full-time position, with an increase to £55,510 by the age of 30, £72,537 by 40, and £87,954 by 50.
These figures are significantly higher than average UK earnings, with those aged 22-29 earning £30,316 on average, 30-39-year-olds averaging £37,544, and 40-49-year-olds earning £40,040, based on ONS data.
Clarissa Muzariri, 18, from London, remarked: “Let’s face it, passion doesn’t pay the bills, and with costs continuing to rise, we want careers that help us achieve the lifestyle we want. Big tech companies not only pay well, but they are also places that can give people exciting careers. If companies don’t listen to what young people want, they are going to struggle to attract and hold on to young talent.”
Decline of Job Loyalty
Job loyalty appears to be waning, as 29% of Gen Z employees said they would consider moving jobs within two years.
The main reasons cited were better salary opportunities (63%), career advancement (58%), and improved work-life balance (34%).
Most Unappealing Employers for Gen Z
The study also highlighted the least appealing employers for Gen Z, with McDonald’s and KFC topping the list.
Public sector roles, including those with the Royal Marines, Royal Navy, British Army, RAF, as well as jobs in UK schools and the police force, also ranked low in appeal, suggesting potential recruitment challenges for these sectors.
Marco Logiudice, Co-Founder of Prograd, commented, “Companies might think that Gen Z are all about values, but our research shows that employers need to offer more than just good credentials to attract the right talent. Gen Z want high salaries, career progression, job security and positive work environments. Companies that don’t adapt to the needs of this generation risk missing out on the talent that will shape their future success.”
The Top 20 Most Appealing Employers for Gen Z in 2024
Microsoft
Google
Apple
Rolls-Royce
BMW
Mercedes
McLaren
YouTube
Netflix
Samsung
Sony
Nintendo
Jaguar Land Rover
Spotify
Instagram
Warner Brothers
UNICEF
Cancer Research UK
Save the Children
Dior
The 20 Most Unappealing Employers for Gen Z in 2024
McDonald’s
KFC
Royal Marines
Royal Navy
British Army
Deliveroo
RAF (Royal Air Force)
Just Eat
Rescue and Support Service (e.g., Coastguard)
Uber Eats
Police Force
BrewDog
UK Schools
Fire and Rescue Service
Pret A Manger
Greggs
Ryanair
X (Previously Twitter)
Primark
Costa Coffee
To download Prograd’s free ‘Gen Z Employment Crisis: How To Win Or Lose Gen Z Talent’ report and see the top 100 most appealing companies, visit prograd.uk/future-of-work