“This year, for the first time ever, Millennials and Gen Z are going to outnumber older voters,” says futurist Dr. Ben Hamer. It’s a simple fact, but it signals something much bigger: a generational shift that will reshape the workforce in 2025 and beyond.
Dr. Hamer’s research, based on a nationally representative survey of 1,037 Australians aged 18 and over, offers valuable insight into what today’s employees are really looking for from their employers. And the message is clear: what people are “chasing” at work is no longer just about pay or prestige—it’s about purpose, flexibility, and alignment with personal values.
Why the Employee Value Proposition Matters More Than Ever
An effective Employee Value Proposition (EVP) is the cornerstone of attracting and retaining top talent. It’s more than just a perks list—it’s the unique set of benefits, experiences, and values that define what it means to work at your organisation.
In 2025, an EVP will be a competitive differentiator. But here’s the twist: its effectiveness will depend on how well it’s tailored to different generational needs and expectations.
What Gen Z Wants
Gen Z is already reshaping the world of work. By 2027, they’ll make up a quarter of the global workforce. And their expectations are pushing employers to rethink traditional definitions of success.
For Gen Z, it’s not just about salary and job titles. They care deeply about purpose and impact—they want to feel that their work matters, that it contributes to something bigger.
As Dr. Hamer explains:
“People want to feel like they’re making a difference. They don’t want to just process documents or answer phones—they want meaningful work that couldn’t be done better by automation.”
This generational shift coincides with the declining influence of Baby Boomers and Gen X, making it even more critical for organisations to refresh their EVP and engagement strategies.
What We See on the Ground
At Envisage, we see these trends playing out firsthand through our Recruitment Services. More than ever, candidates are asking:
- What’s the purpose of this organisation?
- What’s the culture really like?
- What kind of leadership can I expect?
These queries aren’t just nice-to-haves—they’re deal-breakers. Candidates want to feel part of something meaningful. And they expect transparency, clarity, and alignment when it comes to values and leadership style.
Generational Priorities Are Shifting
Our experience also echoes Dr. Hamer’s findings: the older you are, the more you value Pay and Rewards. For Baby Boomers, this is a clear top priority—followed by working under strong leadership.
But for Gen Z, the picture looks different:
- The gap between pay and leadership is much smaller
- Wellbeing ranks higher than in any other generation
- They value workplace culture, growth, and flexibility as much as compensation
Here Comes Gen Alpha
And it doesn’t stop with Gen Z. In 2025, Gen Alpha begins entering the workforce. This generation is set to become the largest yet—and the most:
- Globally connected
- Formally educated
- Materially resourced
- Technologically equipped
In short: the expectations are only going to get higher.
The Big Takeaway: Personalised EVPs
The bottom line? Different generations value different things—driven by life stage, lifestyle, and personal priorities. So maybe it’s time to reimagine the EVP as something dynamic and customisable.
Dr. Hamer suggests thinking of it like a health insurance extras package:
“Let employees pick and choose the benefits that best suit them. The real magic lies in personalisation.”
As the workforce changes, so too must our approach to talent attraction and retention. Employers who build flexible, purpose-driven, and personalised employee value propositions will be best placed to thrive in 2025 and beyond.
- Call us today to develop and review your EVP