Gen Z jobseekers prioritise purpose and brand reputation over pay, study finds
The study, conducted by Data Science Engineer Mohammad Hamad at targetjobs, compared performance data from hundreds of thousands of listings between 2024 and 2025.
Gen Z applicants are far more influenced by employer reputation, job clarity and a sense of purpose than by high salaries, analysis of 400,000 UK job listings revealed.
The study, conducted by Data Science Engineer Mohammad Hamad at targetjobs, compared performance data from hundreds of thousands of listings between 2024 and 2025.
Despite smaller companies routinely advertising higher salaries, the findings showed that well-known brands consistently attract much higher engagement.
Mid-sized employers with 1,001 to 5,000 staff achieved a 20% click-through rate, compared with just 12% for smaller businesses offering higher pay.
Connar Walford, career expert and success lead, said: “Of course, salary matters, but perhaps it’s no longer the headline act.
“In financially uncertain times, it’s easy to assume that Gen Z may gravitate towards a higher income; however, they are seeking a workplace with stability and values that align with theirs.”
Recent Deloitte research echoed this sentiment, reporting that 62% of Gen Z workers said work-life balance and purpose outweigh pay.
Targetjobs’ data reinforced the trend, noting that engineering roles offering £25,000 to £30,000 salaries drew the highest engagement, while those paying above £35,000 saw interest fall.
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