Geração Z e o mercado de trabalho: desafios, motivações e estratégias de retenção

Abstract

Generation Z has distinguished itself by presenting distinct expectations regarding work, challenging traditional organizational models. This study aimed to analyze how market challenges and motivational factors influence these young people's decision to stay or leave their companies. This is an exploratory and descriptive study, with a qualitative and quantitative approach, administered to 63 Business Administration students from UESPI – Poeta Torquato Neto Campus (2nd to 8th semester), aged 19 to 43. Data collection was conducted through an online questionnaire developed in Google Forms. The results indicate that turnover is associated with a lack of recognition, incompatible salaries, lack of growth, and toxic environments. Conversely, retention is related to well-being, work-life balance, flexibility, purpose, and continuous development. It is concluded that these young people seek environments aligned with their values. Despite the geographic and academic limitations of the sample, the findings contribute relevant information for organizational retention strategies. It is recommended that future research expand the diversity of the sample and include the perspective of managers and leaders, aiming to understand the possible biases that hinder the hiring of this generation.