As banks and credit unions navigate a changing financial landscape filled with flashy fintechs and easy-to-use investment apps, another area of intense competition lies in the job market. Emerging industries and changing expectations are ushering in a wave of Gen Z talent who are either graduating or a few years removed from college and are finding their place in the workforce.

To attract this next generation of talent, employers must understand what they want in a new job. In a recent survey conducted by Raddon, a Fiserv company, we aimed to do just that, and it yielded great insight into what younger generations value (compared to what we previously considered). 

Figure 1: Factors of importance when choosing a job

Balancing life with work is most important overall to young adults

Source: "Attracting Next Generation of Talent", Raddon Research Insights, 2025

Respondents considered the following the top three important factors when choosing a job:

1.      Work-life balance

2.      Job security

3.      Growth and development opportunities

Interestingly, more traditional factors, such as competitive pay and a benefits package, trailed slightly behind. 

Figure 2: Level of importance of ability to work remote/hybrid by employement segment

Across all employment sectors, the option to work from home or have a hybrid schedule is important

Source: "Attracting Next Generation of Talent", Raddon Research Insights, 2025

Work-Life Balance

The first thing young professionals are looking for when considering a new job is work-life balance. The world is about five years removed from the COVID-19 pandemic, and it’s clear that it has reshaped work expectations. Many young professionals started their careers around that time, so they aren’t familiar with a work environment that doesn’t offer the flexibility of working from home. It makes sense, then, that a benefit once reserved for a select number of jobs has become a cross-sector expectation.

Of course, not every job can be fully remote. And there is certainly value in being in an office and collaborating with and learning from your peers (particularly for someone early in their career). It’s important to work with your employees to find that balance when possible. If working from home or having a hybrid schedule is not an option, allowing employees to work an earlier or later shift, based on preference, can show them that you value their work-life balance and are willing to be flexible.

Figure 3: Areas of attractiveness of a compensation package

Young adults value a generous PTO package more than a higher salary

Source: "Attracting Next Generation of Talent", Raddon Research Insights, 2025

Work-life balance shows up not only in young professionals’ choice of working environment, but also in what they value in a compensation package. A high base salary ranks near the top, but surprisingly, paid time off outranks salary and health and wellness benefits, which round out the top three.

This preference reflects a clear shift from traditional thinking, which prioritizes monetary-based factors, such as a higher base salary and performance bonuses. Employers will have to think beyond salary and monetary benefits, and explore what additional value they can offer to attract young professionals. 

Growth/Development Opportunities

The  desire for professional development and a clear path for growth is more pronounced in white collar and office jobs. Sixty-two percent of respondents reported it is either extremely or very important for their employer to invest in their professional development. 

Figure 6: Level of importance for employer to invest in professional development by employment segment

Investing in your employee's professional development is important to them

Source: "Attracting Next Generation of Talent", Raddon Research Insights, 2025

Knowing professional development is important is one thing. Knowing how your employees learn and grow is maybe even more important. Over half of Gen Z respondents indicated that they prefer to learn through on-the-job training. That category was followed by mentorship or coaching. Employers developing and fostering a culture of professional training and growth can ask themselves the following questions: 

Stand out to new talent

If the answer to any of these questions is no, consider focusing on this area to help ensure that you’re providing your employees the resources they need to succeed.

The job market is ever-changing, and so, too, are the expectations and values of the workforce. To remain competitive, financial institutions must understand the needs and preferences of the next generation and adapt when possible. Differentiators include prioritizing employees’ personal and professional well-being and communicating that investment to existing and prospective employees. Such businesses will have the best chance of attracting and retaining the next generation of talent.