From the Editor's Desk

How to Choose Company Benefits That Appeal to Gen Z

Imagine telling a 22-year-old who recently graduated from college about your company benefits (or maybe you've already been here). You proudly review the excellent health insurance you provide, including dental and vision, plus 401(k) matching. Their parents would likely be impressed, but the person sitting across from you nods politely and asks what other benefits you have to offer. 

The benefits that resonated most with previous generations aren't having the same effect on Gen Z, and the resulting long hiring cycles and loss of top upcoming talent are costing companies. According to a 2024 study from Deloitte, only 19 percent of Gen Zs named a high salary as the main reason for choosing their current job. A company's culture and benefits have the potential to move the needle with Gen Z—if they'll only align with what these job seekers are looking for. 


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