Microsoft, Google, and Apple Top Gen Z’s Dream Employers List—While McDonald’s, KFC and Marines Named Most Unappealing

New research from Gen Z insights company Prograd has revealed the top 20 employers that the newest generation of workers would like to work for.

The research, which surveyed 1,997 people in the UK between the ages of 15-27 revealed that tech giants Microsoft, Google, and Apple lead the list of companies Gen Z would like to be employed by most, while McDonald’s, KFC and the Royal Marines were rated the most unappealing.

Companies like Rolls-Royce, BMW, and Netflix were also among the top 20 most sought-after employers, showing the appeal of big, innovative brands amongst young people.

Career Growth And Salary Labelled Most Important

According to the research, 64% of Gen Z said that career growth was one of the most important factors when looking for a future job.

58% prioritised salary and benefits, whilst 50% said job security was one of their top 5 considerations.

Financial Stability Over Passion

In a sign of their practical attitude towards work, 58% of Gen Z said they value financial stability over following their passion.

In fact, when asked why they were thinking about switching jobs, 63% of Gen Z said it was because they wanted a better salary.

When it comes to their salary expectations, Gen Z expect to earn £28,377 for their first full-time job, which is aligned with many internships.

However, this rises quickly, with Gen Z expecting to earn £55,510 by the age of 30, rising to £72,537 by 40, and £87,954 by 50.

This is much higher than UK averages, which see 22 to 29-year-olds earning £30,316 per year on average, 30 to 39-year-olds earning £37,544 on average and 40 to 49-year-olds earning £40,040 per annum on average according to the ONS.

Clarissa Muzariri, 18 from London commented: “Let’s face it, passion doesn’t pay the bills, and with costs continuing to rise, we want careers that help us achieve the lifestyle we want. Big tech companies not only pay well, but they are also places that can give people exciting careers. If companies don’t listen to what young people want, they are going to struggle to attract and hold on to young talent.”

Loyalty Is A Thing Of The Past

When it comes to long-term prospects in a job, 29% of full-time Gen Z workers say they would consider switching jobs within the next 2 years.

Key drivers included a better salary (63%), career advancement (58%) and chasing a better work-life balance (34%).

Most Unappealing Employers For Gen Z

The study also looks at which employers that Gen Z find the most unappealing.

Topping the list of least desirable employers are fast food companies McDonald’s and KFC.

The Royal Marines, Royal Navy, British Army and RAF were also ranked as some of the least attractive employers, alongside UK schools and the police force.

This signals the difficulty that UK public sectors may have recruiting new workers, and a need to innovate to appeal to them.

Marco Logiudice, Co-Founder at Prograd commented “Companies might think that Gen Z are all about values, but our research shows that employers need to offer more than just good credentials to attract the right talent. Gen Z want high salaries, career progression, job security and positive work environments. Companies that don’t adapt to the needs of this generation risk missing out on the talent that will shape their future success”

The Top 20 Most Appealing Employers for Gen Z in 2024

1. Microsoft

2. Google

3. Apple

4. Rolls-Royce

5. BMW

6. Mercedes

7. McLaren

8. YouTube

9. Netflix

10. Samsung

11. Sony

12. Nintendo

13. Jaguar Land Rover

14. Spotify

15. Instagram

16. Warner Brothers

17. UNICEF

18. Cancer Research UK

19. Save the Children

20. Dior

The 20 Most Unappealing Employers for Gen Z in 2024

1. McDonald’s

2. KFC

3. Royal Marines

4. Royal Navy

5. British Army

6. Deliveroo

7. RAF (Royal Air Force)

8. Just Eat

9. Rescue and Support Service (e.g., Coastguard)

10. Uber Eats

11. Police Force

12. BrewDog

13. UK Schools

14. Fire and Rescue Service

15. Pret A Manger

16. Greggs

17. Ryanair

18. X (Previously Twitter)

19. Primark

20. Costa Coffee

To download Prograd’s free ‘Gen Z Employment Crisis: How To Win Or Lose Gen Z Talent’ report and see the top 100 most appealing companies, visit prograd.uk/future-of-work

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*Research was conducted by Prograd, a British Polling Council Accredited company with 1,997 Respondents between the ages of 15-27 from across the UK

*281 employers were presented for respondents to rate the most – least appealing companies to work for