Building employer branding to attract Millennial and Gen Z talent requires a comprehensive approach that is built on authenticity, transparency and the consistent delivery of what is promised to employees. According to the 2025 Employer Brand Statistics report by Vouch, companies with strong employer brands reduce cost per hire by approximately 50% and improve employee retention rates by 28%. The same report indicates that these companies attract higher quality candidates and enjoy stronger employee engagement which further reduces turnover.

The Deloitte Global Gen Z and Millennial Survey conducted in 2025 across 44 countries with more than 23,000 respondents found that only 6% of these young professionals see reaching a leadership role as their primary career goal. Instead, their focus is on continuous learning and development with 70% of Gen Z respondents saying they spend time developing skills each week and 67% reporting they learn outside of working hours. The survey also reveals that 48% of Gen Z and 46% of Millennials do not feel financially secure. However, when mental well being is positive, 67% of Gen Z and 72% of Millennials believe their work allows them to make a meaningful contribution to society.

In Australia, the same Deloitte survey found that 94% of Gen Z and 92% of Millennials consider meaningful work a top priority. Additionally, 40% of Gen Z and 39% of Millennials have turned down a job offer because the employer’s ethics did not align with their personal values. This demonstrates that for younger generations, value alignment is a decisive factor in career choices.

The 2025 State of the Graduate report by Monster shows that 44% of Gen Z college graduates lose interest in a role if salary details are not disclosed during recruitment, with many exiting the process entirely rather than proceeding without transparency. The same report highlights that 75% of Gen Z would not work for an organisation whose political views conflict with their own, 33% expect diverse representation in leadership positions and 42% require hybrid or flexible work arrangements.

Research conducted by Admiral in 2024 found that 75% of Gen Z prefer secure long term employment with the same organisation and intend to stay for an average of 7 years, which is double the average tenure of previous generations. The study also shows that 57% believe staying with one employer is more financially and professionally rewarding than changing jobs frequently and 88% identify financial security and a sense of belonging as top priorities in their job search.

Business Insider in 2025 reports that Gen Z professionals bring a gig economy mindset into corporate roles, prioritising flexibility, skill growth and purpose over traditional hierarchical career paths. The Economic Times and Snapchat Gen Z Index found that work life balance and flexibility are more important than salary for many Gen Z workers, who reject outdated norms such as fixed schedules and rigid office environments.

Work life balance is a top consideration across all age groups but especially for Gen Z and Millennials. The 2024 Randstad global survey shows that 83% of employees place work life balance as a top priority, equal to job security and slightly ahead of salary which is important for 82%. The 2025 iHire report finds that 43% of Gen Z list work life balance as the most important non financial factor in employment while 19.4% prioritise career development opportunities.

In conclusion, employer branding that resonates with Millennials and Gen Z must include purpose driven work, transparent communication, clear development paths, flexible work models, inclusivity and a commitment to employee well being and financial stability. When the external brand message aligns with the internal experience, organisations attract more aligned candidates, retain them for longer and maintain high performance in a competitive global labour market.