For young people in Serbia, advancement depends less and less on years of experience, and more and more on knowledge and skills. Research shows that 81 percent of members of Generation Z want career development, with clear criteria and transparent salaries. Generation Z is a demographic group that includes people born between 1996 and 2012
The Infostud and Startuj Infostud jobs were carried out during March and April 2026 Research TalentX, the largest brand perception survey employer on the domestic labor market. 11.222 respondents participated in the survey, while 6.999 of them additionally evaluated the characteristics of the work environment that they consider important and to what extent they recognize them in their employers.
Generation Z (so-called buzzers) is a demographic group that includes people born between 1996 and 2012.
According to the results, members of Generation Z chose Coca-Cola HBC Serbia as the most attractive employer in Serbia.
Behind that choice is a clearer picture of young people's expectations: they are not looking for an "ideal company", but a predictable and fair working environment in which relationships are clear, communication is open, and development is possible.
One of the most important criteria for young people is transparency. As many as 86 percent of members of Generation Z believe that employers should communicate openly about changes, challenges and business results. However, some respondents state that they do not recognize such openness in their daily work.
For young people, transparency is not an added value, but a basic prerequisite for trust between employees and the company.
A similar pattern can be seen with work flexibility. For 85 percent of respondents, it is important that leaders have confidence in employees and support flexible work models. Flexibility is not only about working from home, but also about autonomy in work organization and focus on results rather than time spent at the workplace.
Psychological safety stands out in particular: as many as 89 percent of young people want to work in an environment where they can freely express their opinions, ask questions and point out problems without fear of negative consequences.
As the research concludes, contrary to stereotypes, Generation Z is not looking for fewer rules, but more clarity. As many as 90 percent of respondents state that clearly defined roles and responsibilities are key to job satisfaction.
Unclear obligations and shifting of responsibilities are among the most common sources of dissatisfaction.
For 81 percent of young people, it is important that companies offer development based on skills and not solely on hierarchy and seniority. Promotion is less and less tied to the years spent in the company, and more and more to knowledge and results.
Transparency is also expected when it comes to salaries: 77 percent of respondents believe that employers should clearly communicate the criteria for salaries and their increase.
Additionally, more than half of young people consider it important that companies use artificial intelligence in an ethical and transparent way, with a clear explanation of how the technology is applied in work.
Source: Infostud
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