From salary to meaning: What the new generation is looking for in the labor market

Ivan Zorzetto is an entrepreneur, consultant, and coach who has been supporting entrepreneurs in growing their businesses for over 20 years. He is a partner at OSM, Italy's leading consulting firm for small and medium-sized enterprises, and managing director of OSM's business development department in Europe, the Middle East, and the United States.

Is there a correlation between a strong employer brand and revenue or profit growth? 

Yes – and it’s a direct one. A strong employer brand signals that employees feel valued, motivated, and able to realize their full potential. When people work with engagement and satisfaction, their productivity naturally increases – and this inevitably leads to higher revenues and stronger profitability. True leaders, however, know that success must be shared. Companies that reward those who create value not only retain their best people but also build a sustainable culture of growth.

How can a company transform from “a place you go to work” into “a mission you live”? 

The transformation starts with culture. To create a mission that unites and inspires, a company must shift its focus – from a culture of taking to a culture of giving. Today’s successful organizations don’t measure their value solely through revenue and profit, but through their contribution — to people, clients, and society. When employees see that their company is driven by purpose rather than numbers, they find their place and work boldly toward something greater than just a pay check – a cause that truly inspires them.

Considering the characteristics of Generation Z and the so-called “Great Resignation”, how do you think the “workplace of the future” will look like? And how can Employer Branding become the “glue” for retaining people?

I believe the workplace of the future will be built around balance – between professional and personal life. Generation Z seeks exactly that: time for their passions, for personal growth, and for genuine human connections. For this generation, having a good job is not enough – what matters is feeling purpose, belonging, and support. Employer Branding can be the “glue” that creates such an environment. When a company positions itself not merely as an employer, but as a community where people can grow, care for their wellbeing, and feel fulfilled, retention stops being a challenge – it becomes a natural outcome. 

How does a strong employer brand influence the quality of job candidates within a company? 

Today, talented people choose companies that allow them to express their own value. They look for organizations with a vision that resonates with their personal principles and goals. It’s no coincidence that before every interview, candidates carefully research the company’s and its leaders’ presence on social media – who stands behind the brand, what values they embody, and what kind of life they lead. This helps them decide whether the organization is a place where they can grow and feel part of something meaningful. That’s why a strong employer brand doesn’t just attract more candidates – it attracts better ones. People who come motivated, informed, and already aligned with the company’s mission. 

Do you believe companies have a mission beyond profit? How does that mission shape the employer brand?

Every company should have a mission that goes beyond the pursuit of profit. Without it, maintaining a sustainable market presence becomes difficult. Most entrepreneurs start with a genuine desire to create value, but over time, the focus often shifts solely toward financial results. However, if an organization stays true to its original purpose and consistently follows it, it has the potential to become a long-lasting, century-old company. A mission should not exist only on paper – it must be lived and communicated everywhere: through leadership actions, internal culture, and the way the company presents itself to the world. That authenticity is the foundation of a strong employer brand. 

If you could change one thing about how companies think about their people today, what would it be?

I would change the way we look at them. We need to learn to observe people as they truly are – beyond résumés, titles, and experience on paper. Real potential doesn’t always fit into a CV. It reveals itself when you give someone space, trust, and purpose.

Do you believe that companies investing in AI but not in their people will lose the talent war? Where is the balance between technological innovation and human connection? 

I’m convinced they will lose the battle. Artificial intelligence is undoubtedly a major innovation – much like the Internet was in the late 1990s – but human connection remains the only true form of evolution in the marketplace. Technology can accelerate processes and optimize decisions, but behind every system stands the human being – with their thinking, ethics, and emotions. Human relationships will always remain the foundation of business and of life itself. People feel comfortable among other people, not machines. It’s a law of nature – and if we ignore it, we risk losing not just our balance, but the true essence of humanity.

AI is increasingly being used in recruitment. But to what extent should technology have control over the process, and what should remain the responsibility of humans?

Artificial intelligence is a valuable tool that can greatly facilitate the recruitment process. It analyzes the information we provide and processes it faster and often more objectively than humans. But we must remember that AI has no consciousness of its own – it simply reflects the data it receives. That’s why the human factor remains key. Ultimately, we’re not selecting algorithms but people – with emotions, values, and potential. No machine can replace human intuition and the ability to sense which match is indeed right. 

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