Gen Z Just changed the rules of work. Is your HR strategy ready?

Written by Benoit Vancauwenberghe, leading expert on Generation Z in Europe

Forget Perks: Gen Z Demands Security, Adaptability & Trust

Every year, consulting giants like McKinsey, Deloitte, and PwC publish extensive reports that decode the shifting workplace. Based on responses from tens of thousands of employees across Europe, McKinsey’s HR Monitor 2025 confirms a generational renegotiation: security has overtaken prestige, adaptability is now a baseline, and trust is the currency Gen Z uses to decide whether they stay.

I’m Benoît Vancauweberghe, Gen Z & youth-work strategist in Europe. Through 20something.be, I help HR leaders adapt their strategies to new generational codes and expectations.

The search for security: Gen Z’s surprising top priority

“For a generation raised amid collapse, economic, environmental, and social security isn’t conservative. It’s revolutionary.”  Job security is now the number one reason Gen Z employees choose to stay in a role. According to McKinsey, 39% of young professionals cite it as their top motivator—a dramatic jump from just a year ago, when it ranked fifth.

On the surface, this may appear to be a return to traditionalism. But Gen Z’s desire for stability doesn’t signal passivity. It’s an act of pragmatism born from instability. These are workers who watched their parents get laid off during the 2008 financial crisis, started university during a pandemic, and are now navigating the workplace amid climate anxiety, AI disruption, and the cost-of-living crisis. In contrast to the Millennial hunger for purpose, Gen Z’s mantra is simpler: “Give me ground to stand on.”

Work-life balance (34%) and strong relationships with colleagues (33%) follow closely behind in importance. Flashy perks, foosball tables, and employer branding no longer cut it. Instead, Gen Z wants something more intangible: a workplace that feels safe and secure.

Key takeaway: Job security is Gen Z’s number one retention driver in 2025.

The fragile pipeline: Why Gen Z talent isn’t sticking around

Only 46% of new hires stay beyond six months.  European companies are struggling to convert Gen Z candidates into long-term employees. Offer acceptance rates are down to 56%, while 18% of new hires leave during their probation period, according to McKinsey. That leaves fewer than half staying past the half-year mark.

But this isn’t about entitlement. It’s about expectations. Gen Z approaches employment less like a contract and more like a relationship. They expect alignment from day one: values, communication style, and onboarding tone. If that’s missing, they leave quickly.

“Trust isn’t built with a mission statement. It’s built in the first two weeks.”

Organizations that fail to take onboarding seriously will continue to see high attrition. A Gen Z hire won’t wait a year for things to improve. The early days matter more than ever.

Key takeaway: Gen Z will not trust automatically; leaders must earn it daily.

Why Gen Z leaves: It’s not just the money

Of course, compensation still matters. But it’s no longer the defining variable. Here are the top five reasons employees switch jobs in 2025, according to McKinsey:

• Remuneration (38%)
• Training and development opportunities (28%)
• Workplace flexibility (27%)
• Relationships with managers (26%)
• Work-life balance (25%)

This paints a clear picture: Gen Z is ambitious, but not in a “climb the ladder” sense. They seek horizontal growth, building skillsets, shifting roles, and collecting experiences. They want to develop as people, not just as professionals.

 “If Millennials chased purpose, Gen Z is chasing optionality.”

They know the market is volatile. They know AI will reshape every industry. So they’re investing in adaptability. That means saying no to rigid hierarchies and yes to flexible, skill-focused work ecosystems.

Quiet Quitting 2.0: The employee experience gap

One of the most striking data points in the McKinsey report is this: 20% of European employees say they are dissatisfied at work.  But only 7% plan to leave.

This delta is dangerous. It indicates a rising tide of disengagement—not loud resignations, but quiet fade-outs. Call it “resigned retention.” McKinsey notes that employees with a positive work experience are 16x more engaged and 8x more likely to stay than those with a negative one. Yet most companies still view culture as secondary.

Gen Z, however, has been trained to detect inauthenticity from a mile away. They know when leadership is performative. They know when “wellbeing” is a checkbox.

“You don’t build culture with kombucha taps. You build it with accountability.”

Feedback Isn’t a Bonus. It’s a baseline.

Another telling gap: 26% of employees say they received no feedback at all in 2024. HR leaders, meanwhile, believe that the number is just 6%.  This disconnect speaks to an old paradigm still lingering in management culture: the idea that feedback is a formal event, not an ongoing dialogue.  Gen Z wants coaching, not critique. They see growth as a collaborative process. And they’re willing to walk away from employers who can’t provide it.

“Annual reviews are to Gen Z what landlines were to Millennials: irrelevant relics.” 

If your company can’t offer regular, thoughtful feedback loops, you’re not just missing an opportunity. You’re alienating your future workforce.

The learning crisis: Europe’s Gen Z is falling behind

A recent McKinsey study reveals a stark reality: 32% of employees in Europe lack the skills required for their current roles. The most sought-after abilities? Problem-solving (35%) and fluency in data and AI (30%).

Despite this demand, only 21% of European employees received generative AI training in the past year, compared to 45% in the United States. This isn’t just a skills gap; it’s a generational risk. Without investment in upskilling Gen Z, European employers risk fostering a two-tier workforce: one group equipped to thrive with emerging technologies, and another left behind.

“Training is no longer an HR benefit—it’s a cultural necessity.”

To prepare Gen Z for the future, Europe must address systemic barriers, including underfunded public education and disjointed corporate learning initiatives. Without decisive action, the vision of a future-ready generation will remain unfulfilled—a promise left unkept.

Key takeaway: traditional training formats don’t work for Gen Z—they expect modular, on-demand learning.

A Generation redefining work

The narrative that Gen Z is lazy, entitled, or disengaged doesn’t hold up. The McKinsey report reveals a generation that is not rejecting work, but redefining its terms:

• Security over prestige
• Feedback over hierarchy
• Flexibility over fixed roles
• Learning over legacy

They are not climbing corporate ladders. They are building career ecosystems: networks of skills, projects, and people that provide resilience in a world that no longer guarantees stability.

“Gen Z isn’t waiting to be promoted. They’re promoting themselves through learning, mobility, and community.” 

To attract and retain this generation, companies need to stop asking “How do we make them fit?” and start asking: “How do we build systems they want to belong to?”

The European context: Not one Gen Z, but many

It’s important to remember: Gen Z is not a monolith. A 23-year-old graduate in Amsterdam may have radically different needs from a 19-year-old gig worker in Naples.

• In countries with higher youth unemployment (e.g., Spain, Greece, Italy), Gen Z’s desire for job security is shaped by structural precarity.
• In the Nordics, where social systems are stronger, Gen Z may prioritize flexibility and purpose.
• Across Europe, there’s growing tension between political rhetoric around “reskilling” and the lived reality of underfunded training programs.

“Europe’s Gen Z isn’t entitled. They’re under-promised and over-delivering.”

If policy doesn’t catch up with this reality, employers will be left trying to plug generational holes with outdated tools.