Insights from the 2025 Randstad Employer Brand Research.
In today’s multigenerational workforce, one-size-fits-all is a strategy destined to fail in most organisations. From Baby Boomers to Gen Z, the differences in Australian workers - what they value, and what keeps them motivated - are growing, and employer brands need to keep up.
The 2025 Randstad Employer Brand Research reveals that generational preferences around employee engagement, recognition, benefits, development, and technology are shifting. And while motivation and engagement levels are high overall, the factors that drive them vary significantly by age group.
For business leaders who want to future-proof your workforce, it’s time to stop generalising and start personalising.
one workforce, four generations, four different expectations
Understanding what each generation wants is the first step to designing an employer value proposition (EVP) that attracts and retains top talent, no matter their 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-focused learners.
- 23% of Gen Z changed jobs this year, by far the most mobile group
- Prioritise equity and good training over salary and benefits
- Use social media heavily in their job search process
- More likely to identify as part of an underrepresented group (49%)
- Experiencing more workplace challenges than any other generation
- Rising occasional users of AI, but daily usage is down.
what they want: Workplaces that invest in upskilling, demonstrate genuine inclusion, and offer clear pathways for growth.
what you can do:
- Build strong and continuous learning and development programs
- Showcase authentic diversity, equity, and inclusion initiatives
- Strengthen your social media presence to connect with Gen Z jobseekers
- Make feedback, development conversations, and mentorship a regular part of the employee experience.
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millennials (born 1981–1996)
the work-life balance jugglers.
- Place the highest value on work-life balance
- Motivation is high, but concerns about compensation remain a driver of disengagement
- Daily AI usage has dropped from 13% to 7%
- Interest in upskilling remains strong, but perception of AI’s impact is declining.
what they want: Flexibility, fair pay, and training that leads to tangible career growth.
what you can do:
- Revisit your salary benchmarking and benefits offering
- Reinforce a culture that supports flexibility and balance
- Offer targeted upskilling aligned to real career outcomes
- Involve Millennials in shaping how new technologies (like AI) are adopted in their roles.
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Gen X (Born 1965–1980)
the overlooked middle.
- Driving the resurgence in demand for a positive work environment
- More likely to feel disengaged due to a lack of recognition from their manager
- Prioritise job security and acknowledgement over flashy perks
- Less likely to switch jobs than younger generations, but still mobile when undervalued.
what they want: Respect, stability, and meaningful recognition of their contribution.
what you can do:
- Train leaders in people skills and recognition practices
- Provide visibility into career pathways for mid-level professionals
- Avoid over-relying on Gen X as the "glue" of teams without acknowledging their value
- Check in more often as engagement surveys won’t tell you everything.
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baby boomers (Born 1946–1964)
the loyal stabilisers.
- Only 5% switched jobs in the last 12 months, the lowest of all groups
- Less likely to identify as underrepresented
- Driven more by stability and feeling valued than salary or upskilling
- AI adoption is minimal, and reskilling is a lower priority, but still relevant.
what they want: Respect, recognition, and the opportunity to contribute without being sidelined.
what you can do:
- Involve them in mentoring and cross-generational knowledge transfer
- Celebrate their contributions publicly
- Offer flexible retirement transition options and part-time pathways
Avoid age bias in digital transformation efforts.
key takeaway: tailor your evp by generation (and life stage)
Whether you're rolling out a new benefit, launching a learning platform, or updating your leadership development programs, generational insight should be baked into your strategy. Today’s business leaders need to think like marketers - segment your workforce, understand your audience, and deliver the right message in the right way. Because what motivates a 25-year-old isn’t what keeps a 55-year-old engaged.
5 tips to meet the needs of a multigenerational workforce.
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1. segment your engagement strategy:
Use internal data to understand what different age groups value most and tailor your approach.
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2. make upskilling accessible and relevant:
Two-thirds of the workforce say reskilling is important. Embed continuous learning into your culture, and link it to real career growth opportunities.
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3. build an inclusive culture, not just a policy:
Gen Z is the most diverse and vocal generation yet. If your DE&I efforts aren’t authentic or visible, they’ll notice.
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4. prioritise leadership capability:
Middle managers are make-or-break, especially for Gen X. Invest in training your management team to recognise, engage, and communicate effectively.
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5. bridge the AI gap:
Millennials and Gen Z want to use AI in the workplace, but only when it adds value. Give them the tools, training, and freedom to explore its real benefits.
Your workforce is only as strong as your ability to understand and support the people within it, across every generation. If your EVP isn’t resonating across age groups, or if your attraction and engagement strategies aren’t delivering, it may be time to reimagine how you connect with talent.
jo jakobs
professionals director