Hiring Gen Z is one thing. Keeping them? That’s where many companies struggle.
This is a generation that brings energy, boldness, and fresh thinking into the workplace but they’re also quick to move on when a role or company no longer feels right. It’s not a lack of loyalty. It’s a focus on alignment.
In our Gen Z 101 webinar (Dutch), expert speaker Laura Bas shared what she learned after speaking with dozens of Gen Z employees across more than 30 organizations. The results? Surprisingly consistent. Gen Z knows what they want—and they’re looking for companies that get it.
Here’s how to lead and retain Gen Z without overcomplicating it.
The ideal leader isn’t a boss — it’s a coach
Traditional management styles don’t land with Gen Z. They’re not drawn to hierarchy or authority for authority’s sake. What they value is support.
“The ideal manager? They described it again and again as an inspiring coach,” Laura said. “Someone who gives you space, but is there when you need them. Someone who sees your strengths and wants to help you grow.”
It’s not about removing structure, but about replacing control with clarity and encouragement. A manager who sets expectations, recognizes potential, and checks in regularly will go much further with this group than one who leads with top-down authority.
Growth plans need to be real, not vague promises
Ask a Gen Z employee where they want to be in five years, and the answer might sound uncertain. But flip the question, “What would you need from this company to want to stay five years?”, and they’ll give you a list.
“They want clear steps,” said Laura. “They want to know what it takes to grow. Just saying ‘you’re doing great, hang in there’ isn’t enough.”
It’s not about fast-tracking promotions, it’s about providing clarity. What skills do they need to level up? What goals should they hit? What does progress actually look like? Career paths don’t need to be rigid, but they do need to be visible.
Culture counts more than compensation
Of course, salary matters, but what kept coming up in Laura’s interviews was the deeper question: Do I feel good here?
“Gen Z wants to feel part of something,” Laura explained. “They want to feel like their work matters, and that their presence makes a difference.”
They’re looking for belonging. That might come through team rituals, shared lunches, a strong company mission, or small details that make the workplace feel thoughtful and human.
Wellness plays a key role in that experience. Things like healthy snacks, flexible breaks, and natural light aren’t just extras—they’re signs of a workplace that supports the whole person.
And hydration? It came up again and again.
“In so many interviews, people mentioned hydration,” Laura said. “It’s not about luxury—it’s about being able to function and feel good while doing your job.”
This is where smart, simple solutions—like an infused water dispenser—can quietly boost the everyday experience. A setup like Aquablu REFILL+ sends a subtle but powerful message: we care about how you feel, not just what you deliver.
Inclusion means involvement, not just diversity
Many companies want to hear young voices, but often fail to invite them into spaces where decisions are made.
“Companies talk about innovation, but then decisions still get made by the same group of people,” Laura noted.
Gen Z isn’t expecting to lead tomorrow, but they do want to contribute. Whether that’s through a Gen Z advisory board, open feedback loops, or giving them a chance to shape internal projects, they want to be part of the evolution, not just the execution.
When they feel trusted and involved, they’re far more likely to stick around.
Final thoughts
Leading and retaining Gen Z doesn’t require radical change. It requires intentional leadership, real communication, and a culture that puts people, not just performance, at the center.
They want to grow. They want to be seen. They want their well-being to matter. And they want to be part of a company that listens and evolves.
Sometimes, that starts with a conversation. Other times, it starts with something as simple as a chilled glass of mango guava in the breakroom.
Want more Gen Z insights?
Get all the key takeaways from our Gen Z 101 webinar—including insights from Laura, practical workplace tips, and strategies you can apply right now.
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