Generation Z Motivations at Work Based on Primary Findings Among Chinese Youth

Job choice and retention are of paramount importance, especially in today's labour market conditions. Job selection criteria have changed significantly, further differentiated by generational differences and characteristics. Rather than standard solutions, employers need to think in terms of employer branding and HR strategies based on expectations tailored to individual career path needs. In this paper, we present the results of primary research conducted in a Chinese market, focusing specifically on Generation Z. With an international perspective, we analyse the perceptions of young Chinese people and evaluate the practical application of tools and methods to motivate them in HR and employer branding.