Employers preferred by 18-25 year olds: how these employers appeal to Generation Z

A cross-sector study by the Humakina HR platform has revealed the ten employers most trusted by Generation Z in Luxembourg. Among the organisations ranked as “Trust Champions” are AXA Wealth Europe, Thales Cyber Solutions, PayPal and Proximus.

While the results may be flattering for the listed companies, they are not accidental, AXA and Thales Cyber Solutions explained in an interview with Virgule. These companies have implemented deliberate strategies to appeal to – and retain – employees aged between 18 and 25.

‘A culture of entrepreneurship and daring’

At AXA in Luxembourg, CEO Octavie Dexant said the insurer’s appeal lies in combining “the solidity of a world leader” with “a culture of entrepreneurship and daring,” with authenticity, transparency and open communication central to the company’s management style.

An employee satisfaction survey is carried out twice a year, and all staff – regardless of position – are encouraged to share feedback and ideas. “We need to ensure everyone feels free to speak up. That appeals to Generation Z,” Dexant said.

At Thales Cyber Solutions Luxembourg, HR managers Léa Bieber and Audrey Canal take a similar approach. All employees are on a first-name basis, and anyone can meet with the company’s founders informally. “We know each employee and their role,” Bieber said. “That personal connection matters to young recruits.” Of 200 employees, around 30 are from Generation Z.

Each year, the company takes on about 20 interns, often leading to permanent hires. Staff also teach courses at local and regional educational institutions, including the Guillaume-Kroll secondary school in Esch-sur-Alzette, the University of Lorraine and TELECOM Nancy.

Such outreach not only promotes the company’s work but also helps identify potential future employees. “If we have to choose between two candidates, we look at who was more engaged during our classes,” Bieber said.

Personalised onboarding for new employees

Once the employment contract has been signed, new arrivals are welcomed personally by Audrey Canal. At Thales, new hires receive a “Welcome Book” and “Welcome Pack,” followed by close monitoring during the trial period.

At AXA, induction sessions explain company strategy, and Dexant personally meets each Generation Z recruit for informal discussions. “This enables us to find out how they feel and whether the job matches their expectations. This feedback is vital for us. The new generation can help us improve our onboarding,” Canal said.

AXA employs 350 people in the Grand Duchy, including former interns and young graduates.

“Eighteen-to-25-year-olds prefer a career that is less ambitious on paper and more meaningful,” Dexant said. “In the past, employees built their careers in a straight line. This age group needs to fulfil itself in a different way, and not just from a professional point of view. That’s why we’re extremely vigilant about well-being. As well as work, we take care of our employees’ health.”

Initiatives include a psychological support line for all staff, and the “We Care” programme, which offers support for employees facing miscarriage or the effects of menopause and andropause. Staff can take special leave under the programme without needing to justify it.

The idea of a non-linear career is also seen and valued at Thales Cyber Solutions. “Each person is a player in the company. We give them the technical knowledge they need to develop,” Canal said. Annual training opportunities are in high demand, particularly among Generation Z employees.

Recruits come from a variety of backgrounds. Some employees had no previous training in cybersecurity. “That’s not a problem, because we can give them the technical skills. In the team, some were accountants or care assistants and chose to retrain in cybersecurity because they are passionate about it. Retraining is very important to the younger generation. We want to give beginners a chance – provided they have a solid grounding beforehand.”

According to Canal, multiculturalism is another draw for young people. “It makes them more open-minded. In our offices, 14 nationalities work side by side – French, Indian, American, Greek, Spanish and others. There’s no doubt this attracts 18–to-25-year-olds.”

What Gen Z values

83% of Generation Z workers want to have a positive impact on the world, and 70% want to work for a company whose values match their own, according to a report by the Chamber of Commerce.

At AXA Luxembourg, Dexant said this is already part of the company culture. “We didn’t wait for European regulations to put the climate at the centre of our discussions. We have an entire unit dedicated to environmental issues: AXA Climate. For example, we encourage customers to rebuild more sustainably after a loss. We also train all our employees in climate issues during a four-hour session.”

Beyond environmental concerns, 87% of AXA Luxembourg employees have taken part in voluntary work through the AXA Atout Cœur association – from writing letters to Amnesty International or the elderly, to fundraising by cycling, to helping integrate refugees through sport.

Retention is an ongoing challenge. Bieber said Thales holds regular follow-up meetings to discuss employee objectives, training needs and resources. Staff are encouraged to move between departments, and some have taken mobility opportunities abroad to Belgium or France.

“The most important thing, as HR, is not to remain static and to be reactive,” Bieber said. “The key is communication with employees.”

“Not to mention team building and events organized throughout the year,” Canal added. “It’s about strengthening social ties within the team by getting out of the work environment.”

(This article has been first published by Virgule. Machine translated, with editing and adaptation by Lucrezia Reale.)