Insights from the 2025 Randstad Employer Brand Research

Women working on their laptops
Women working on their laptops

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:

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.