Abstract
The emergence of Generation Z (born between 1997 and 2012) has introduced profound shifts in workplace dynamics. As digital natives, Gen Z employees bring unique values, expectations, and work styles that challenge traditional retention strategies. Unlike previous generations, they prioritize purpose-driven work, career development, work-life balance, inclusivity, and mental well-being over mere financial rewards. This report explores the key characteristics of Gen Z in the workplace, the challenges organizations face in retaining them, and strategies to address these issues. Through global case examples from companies such as Google, Unilever, Deloitte, Microsoft, Airbnb, Accenture, Starbucks, and Spotify, the report demonstrates how flexibility, continuous learning, diversity, recognition, and alignment of purpose with organizational mission foster loyalty and engagement. Findings highlight that employee retention is not just an HR concern but a strategic factor influencing cost efficiency, productivity, innovation, and employer branding. The study concludes that retaining Gen Z requires cultivating authentic, inclusive, and adaptive workplace cultures where employees feel valued, empowered, and connected to a larger purpose.
Keywords: Generation Z; Employee Retention; Workplace Diversity; Work-Life Balance; Organizational Success; Flexibility; Talent Management; Employee Engagement; Career Development; Workforce Innovation
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