CERIPH Launches New Research: ‘THE GEN Z ADVANTAGE – HOW TO SHAPE YOUR EMPLOYER REPUTATION TO ATTRACT & RETAIN YOUNG TALENT’

As the sun set over bustling London, young professionals poured into creative industry hubs, their laptops brimming with ideas but their minds heavy with expectations. It’s a prevailing sentiment in Generation Z: they are not just seeking employment; they are hunting for environments that prioritize their well-being and aspirations. A recent study by CERIPH Limited and ERIC, the creative careers app, reveals critical insights about what this generation demands from employers in the creative field.

Understanding the Priorities of Gen Z Talent

Competition for young talent is fiercer than ever, with companies scrambling to create attractive workplace environments. The CERIPH-ERIC report, published in September 2025, provides a clarion call for organizations to reassess their employer reputation strategies. According to Simon Thomas, Director of CERIPH, “Gen Z are looking for a new approach. They want respect, flexibility, and genuine support for their mental well-being. In return, they bring energy, fresh perspectives, and a commitment to learn and grow with their employers.”

The Top Findings

• Mental health support is paramount: This is the number one factor influencing Gen Z’s choice of employer. In a world where mental health struggles are at an all-time high, young talents seek workplaces that prioritize their mental well-being.
• Online reputation matters: A staggering 80% of candidates check online reviews before applying, making transparency essential for companies hoping to attract Gen Z.
• Preference for hybrid work models: Nearly half (49%) of respondents indicated a preference for hybrid working arrangements, blending remote flexibility with in-office engagement.
• Long-term growth over quick rewards: A significant 61% would select opportunities that offer long-term career growth over short-term financial gain.
• Minimal interest in office perks: Traditional perks such as gyms and in-house restaurants rank low on the priority list, shifting focus instead to meaningful engagement and development opportunities.

Implications for Employers

Companies that disregard these findings do so at their peril. The research illustrates that a failure to meet these expectations may push prospective employees into the arms of competitors. “Today’s young professionals are valuing their time and mental health more than ever. The companies that understand and implement these insights will not just attract talent—they will cultivate a loyal workforce,” states Dr. Lilly Wong, a workforce strategy expert from the University of London.

Actionable Steps for Improvement

The report offers concrete strategies for organizations aiming to enhance their employer reputation:

• Build inclusive workplaces that respect diverse perspectives and backgrounds.
• Engage authentically with candidates through personalized recruitment processes that reflect their values.
• Prioritize mental health initiatives by integrating support systems within corporate structures.
• Foster continuous learning and career growth opportunities to retain talent.

A Representative Sample

The survey methodology reveals a focus on diverse perspectives. Conducted in March 2025, it was distributed through ERIC’s extensive network of 150,000 subscribers. With 375 respondents, the study encompassed a range of demographics:

• 79% identified as female, 16% male, and 5% non-binary.
• 41% disclosed a disability, and 28% identified as neurodivergent.
• More than half (51%) reported coming from lower socio-economic backgrounds.

This diversity highlights the necessity for organizations to approach their policies and practices with a nuanced understanding of varied needs and challenges.

Expert Opinions

Industry voices echo the urgency of adapting to these evolving expectations. “Employers must take Gen Z’s needs to heart, not as mere trends but as foundational principles for their operational ethos,” notes Mark Reynolds, a human resource consultant who specializes in generational dynamics in the workplace.

Reynolds emphasizes the need for a cultural shift within organizations, stating, “Those that fail to realize the profound impact of mental well-being on productivity and creativity will be left behind.” Recent studies corroborate this assertion, finding that companies with robust mental health support systems report higher employee satisfaction and productivity rates, a dual benefit that enhances both the workplace and profitability.

Conclusion: Charting a New Course

In the ongoing quest to attract and retain Gen Z talent, the findings from CERIPH and ERIC serve as a crucial roadmap for employers. As they grapple with rising mental health crises and evolving work expectations, organizations must pivot towards frameworks that prioritize young professionals’ holistic needs. By embracing this paradigm shift, companies can not only enhance their employer reputation but also cultivate a vibrant, engaged workforce ready to meet the challenges of an ever-changing creative landscape.

Source: sg.finance.yahoo.com