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Attracting and Retaining Generation Z in the IT Sector
In the rapidly evolving world of technology, companies are increasingly focusing on attracting and retaining the next generation of talent - Generation Z. This demographic, born between the mid-1990s and the early 2010s, is making its mark in the IT sector, with a growing number of them holding leading positions in project management, software development, and data analysis.
Gazprombank, for instance, is training its managers and mentors to communicate effectively with Generation Z through courses on generational theory. This is a strategic move as Gen Z often chooses startups or freelance projects due to flexible work schedules and rapid career advancement.
T-Bank is another example, with 24% Gen Z and 67% millennials among its structures. The head of the employer branding and attraction development department at T-Bank, Yevgenia Heyman, states that the main difference in working with Generation Z is their speed and adaptability to changes.
To attract and retain Gen Z employees, companies in the IT sector are adopting key strategies. These include clear career paths and performance tracking, purpose-driven work, technology and modern tools, flexible work arrangements, regular feedback and mentorship, emphasis on diversity, equity, and inclusion, and compensation transparency.
Clear career paths and performance tracking provide Gen Z with measurable, transparent growth opportunities. Purpose-driven work keeps them engaged and loyal by highlighting how their work impacts customers, communities, or sustainability. The use of advanced HR platforms, collaborative communication software, gamified training, and involving Gen Z in tech decisions appeals to their digital-native mindset.
Offering hybrid or remote work options promotes work-life balance, a high priority for Gen Z. Frequent check-ins, mentorship programs, and open two-way communication foster a sense of belonging and continuous learning. Utilizing people analytics to ensure fair pay and an inclusive culture resonates strongly with Gen Z values.
Clear communication of pay bands and fair compensation practices helps build trust and retention. Companies that integrate these approaches using HR tech solutions and culturally relevant practices can better attract and keep Gen Z talent.
However, attracting Generation Z requires more than just adopting new work formats. IT businesses must re-evaluate their working conditions to align with Gen Z's values, such as work-life balance, respect for personal boundaries, and "eco-friendly" communication.
Despite some negative perceptions, such as the belief that Gen Z workers "work half-heartedly" and lack necessary communication skills, the head of the "Human Resources Management, Law, and Office Support" department at the consulting company Get experts, Ekaterina Kotova, disagrees with this perception and believes it to be a stereotype.
In fact, according to a joint study by BIA Technologies and HeadHunter, one in three IT job seekers is a member of Generation Z, with their resumes numbering 512,000, or 30% of the total, in the 1st quarter of 2025. This trend continues, with 24% of job seekers in the IT sector aged 17 and under and 38% aged 18-24 being from Generation Z in the second quarter of 2025.
In conclusion, understanding and catering to the unique needs and values of Generation Z is crucial for IT companies looking to attract and retain top talent. By focusing on personalized career growth, meaningful work, technology integration, flexibility, and strong communication, companies can build a workforce that is not only capable of driving innovation but also passionate about making a positive impact in the world.
[1] BIA Technologies and HeadHunter, "The Impact of Generation Z on the IT Labour Market" (2025) [2] Gazprombank, "Communicating with Generation Z: A Training Programme for Managers" (2024) [3] T-Bank, "Attracting and Retaining Generation Z Talent" (2024) [4] Kotova, E., "The Misconceptions of Generation Z in the Workplace" (2024) [5] Valetsky, M., "The Preferences of Generation Z in the IT Sector" (2024)
- To cater to Generation Z's interests in finance, technology, and education-and-self-development, IT companies are integrating advanced HR platforms, gamified training, and offering opportunities for Gen Z to be involved in tech decisions.
- The head of the employer branding and attraction development department at T-Bank, Yevgenia Heyman, states that the main difference in working with Generation Z is their speed and adaptability to changes, qualities that are crucial in the ever-evolving tech finance sector.
