Labor market: the 5 keys to attracting centennials

Centennials, that is, those born between 1995 and 2010, are marking a new era in the world of work. This group has its own approach to what it expects from a workplace.

These are talents who are looking for much more than a competitive salary: they want meaningful careers, constant growth and organizational values ​​aligned with their own.

Companies have understood that effective professional development strategies are a crucial ally to retain these employees and motivate them to reach their maximum potential.

In this framework, Great Place to Work analyzed the 5 keys to attracting centennials in the labor market.

The 5 things that centennials look for in their workplace

Centennials are redefining job expectations. This generation, characterized by its focus on purpose and flexibility, prioritizes work environments where they can grow professionally while maintaining a healthy balance with their personal lives.

According to the GPTW report on “The Best Places to Work for Young Talent 2024”, the companies that manage to capture their attention are those that offer more than a competitive salary.

What centennials demand is a true “emotional salary” that enriches their work experience.

1-Purpose and meaning

For centennials, working is not just about completing tasks, but about being part of something bigger. These young people want their role to have a tangible impact and contribute to a purpose that inspires them.

According to the report, 79% of young people believe that making a difference in their workplace is essential. And they look for companies that reflect their values ​​in every action, from projects to internal policies.

For centennials, connecting with company values ​​is not optional, it is an expectation.

2-Constant professional growth

The centennial generation greatly values ​​development opportunities. Mentoring programs, ongoing training, and personalized career plans are essential to maintaining their interest and commitment.

This is a group that seeks to constantly learn, face challenges and achieve new professional goals.

The companies in the ranking of “The Best Places to Work for Young Talent 2024” stand out for promoting development through initiatives that empower this group of collaborators.

In short, centennials seek to learn, grow and overcome limits.

3-Flexibility and inclusion

Flexibility is a requirement, not a benefit. Centennials value policies that allow them to balance their personal and work lives, such as home office, additional vacation days or flexible work hours.

Additionally, they aspire to be part of an inclusive environment that respects individual identity and encourages diversity. This aspect is key for them to feel valued.

The report shows that non-wage benefits such as flexible Fridays, casual dress codes and a focus on holistic well-being are as important as development opportunities.

4-Transparent communication and close leaders

Having accessible and authentic leaders who encourage clear and direct communication with their bosses is an aspect highly valued by young people.

Companies that excel in inclusive and accessible leadership have higher retention rates among this talent. Centennials want to be listened to, involved and guided in their professional path.

Young talent demands accessible and authentic leaders.

5-An “emotional salary” that impacts

Although remuneration remains important, this generation puts benefits that improve their quality of life first.