Insights from the 2025 Randstad Employer Brand Research.
In today’s multigenerational workforce, a one-size-fits-all approach is no longer effective. From Baby Boomers to Gen Z, the differences in what New Zealanders value at work - and what keeps them engaged - are growing. And employers who fail to adapt risk losing top talent.
The 2025 Randstad Employer Brand Research reveals that while employee priorities remain stable across the workforce overall, expectations differ sharply across generations when it comes to salary, recognition, development, equity, and technology.
For HR and business leaders looking to future-proof their workforce, the message is clear: stop generalising and start personalising.
one workforce, four generations, four different expectations
Understanding what each generation wants is the first step in creating an EVP (Employer Value Proposition) that attracts and retains talent at every life stage. Let’s break down the findings from this year’s Randstad Employer Brand Research:
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Gen Z (Born 1997–2012)
the equity-driven digital natives.
- 20% of Gen Z have switched jobs in the last six months - the most mobile generation by far
- Rank salary & benefits just 5th in priority - instead, they value equity, good training and development, and purpose
- More likely to identify as part of an underrepresented group (46%)
- Face more career-related challenges than any other generation
- Rely heavily on Google and social media in the job search
- AI usage is growing steadily, but they remain cautious
What they want:
A workplace that is fair, inclusive, socially aware, and offers room to grow.What you can do:
- Invest in equity and inclusion programs with real impact
- Build visible career pathways and mentorship for early-career talent
- Use social media and digital platforms to reach and engage them
- Make feedback and development conversations frequent and genuine
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Millennials (Born 1981–1996)
the work-life balance jugglers.
- The most engaged generation, with 55% feeling more engaged this year
- Still highly motivated by flexibility and growth
- Salary and benefits are a top priority, yet 50% have experienced workplace barriers
- Leading adopters of AI tools, with usage rising +7% in 2025
- Despite facing the most career obstacles overall, millennials are the most positive about their employer’s equity efforts
What they want:
Fair pay, clear growth, and modern tools to do meaningful work.What you can do:
- Reassess pay structures and career opportunities and pathways
- Offer targeted upskilling, especially in digital capabilities
- Involve them in co-designing AI and tech adoption
- Continue building flexible, inclusive workplaces
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Gen X (Born 1965–1980)
the overlooked backbone.
- Report lower engagement: only 36% feel more engaged than last year
- Recognition is the top driver of motivation for this group
- Want job security, stability, and respect - not just perks
- AI use is moderate, but interest is growing
- Less likely to switch jobs, but will leave if undervalued
What they want:
Acknowledgement, stability, and to be seen for their contribution.What you can do:
- Train managers to give meaningful recognition
- Offer visible advancement opportunities, even mid-career
- Don’t assume loyalty equals contentment - check in regularly
- Involve them in mentoring and knowledge transfer programs
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Baby Boomers (Born 1946–1964)
the loyal stabilisers.
- Only 6% switched jobs in the last year — the lowest of all generations
- Prioritise respect, consistency, and feeling valued
- Reskilling and AI adoption are lower priorities, but still relevant
- Least likely to identify as part of an underrepresented group
- Want to contribute meaningfully without being pushed out
What they want:
Recognition, purpose, and the option to wind down on their terms.What you can do:
- Offer flexible retirement planning and part-time pathways
- Publicly celebrate their experience and knowledge
Avoid age bias when rolling out digital or tech changes
Empower them to mentor younger staff -
key takeaway: tailor your evp by generation (and life stage).
Whether you’re launching a benefits program, redesigning training, or evolving your leadership model, make sure generational insight is built into your approach. Because what motivates a 25-year-old looking for career growth isn’t the same as what keeps a 55-year-old engaged and loyal.
Today’s business leaders must think like marketers: segment your audience, personalise your message, and deliver value that matters.
5 Practical Tips to Meet the Needs of a Multigenerational Workforce
1. Segment your engagement strategy
Use internal data and surveys to understand what each generation in your workforce values most, and tailor your internal communications and programs accordingly.
2. Make reskilling and training relevant and accessible
67% of New Zealand workers say reskilling is critical. But delivery matters - tailor training formats and topics to suit different learning styles and generational needs.
3. Build an inclusive culture beyond the policy
Gen Z is the most diverse and equity-conscious generation yet. Ensure your DE&I efforts are visible, measurable, and authentic. They’re watching.
4. Invest in leadership capability
Middle managers make or break engagement, especially for Gen X and Millennials. Train leaders to manage with empathy, consistency, and clarity.
5. Bridge the AI gap
Millennials and digital talent are driving usage of artificial intelligence, but most workers are still unsure how it will impact them. Offer training, create safe spaces to experiment, and align AI adoption with employee value, not just business efficiency.
Your workforce is only as strong as your ability to understand and support the people within it, across generations, backgrounds, and roles.
The future of work in New Zealand is not just digital, it’s human. And the best employers will be those who understand the people behind the data.
If your EVP isn’t resonating with every generation, or if you’re unsure how to engage the talent of tomorrow, now’s the time to act.
Let’s talk. Contact Randstad’s specialist recruitment consultants today.