Career Expectations of Generation Z in the Czech Republic: Implications for Marketing, HR Management, and Corporate Strategy
Radek TAHAL
https://doi.org/10.18267/pr.2026.vol.2587.30
Abstract: Contemporary labour markets are undergoing profound transformations driven by digitalisation, societal uncertainty, and shifting value orientations, which significantly affect Generation Z as it enters professional life. Research indicates that this cohort differs from earlier generations in its expectations toward work and employers, with important implications for employer branding and market positioning. The aim of this paper is to provide empirical insights into the opinions of Generation Z regarding selected labour market issues and to examine how these attitudes shape employer attractiveness from a marketing perspective. The study is based on a quantitative survey conducted in the Czech Republic in autumn 2025 among university students and recent graduates aged 22–27 (n = 335), using a quota-based sampling design. The findings show that employment decisions among Generation Z are strongly influenced by non-financial factors, particularly the perceived societal contribution of employers, flexibility of working conditions, and organisational culture. Teambuilding activities and the use of artificial intelligence are evaluated pragmatically and conditionally, while attitudes toward diversity quotas reveal ambivalence between support for equality and emphasis on meritocracy. From a marketing and CEE business perspective, the results highlight the importance of authentic and credible employer value propositions aligned with organisational practice.
Keywords: Generation Z, employer branding, labour market, employee preferences, organisational culture
JEL Classification codes: M31
Fulltext: PDF
Published by: Prague University of Economics and Business, Oeconomica Publishing House
Year of publication: 2026
Online publication date: 20 May 2026
Copyright: Authors of the papers
ISBN 978-80-245-2587-7
ISSN 2453-6113
Pages 357-368