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Purpose – To explore what Generation Z finds attractive when seeking for jobs.

Design/methodology/approach – A qualitative research utilising semi-structured interviews with a total of 11 university graduates of Generation Z aged 21 to 29 seeking employment in Dalarna County, Sweden. The interviews were thematically analysed based on previouslyexisting literature.

Findings – The findings indicate that Generation Z places high value on digital engagement, organizational transparency, and alignment with personal values such as sustainability and inclusivity. They prioritize job satisfaction aspects like career growth, work-life balance, and personalized feedback, although they have not yet fully developed specific expectations from employers. These insights suggest that organisations must adapt their recruitment strategies to align with these preferences, values and expectations, ensuring a transparent, values-driven, and engaging approach to effectively attract and retain Generation Z talent.

Originality/value – This paper contributes to the under-research field of exploring what attracts Generation Z in the job market.