What does It Take to Have a Successful Career Through the Eyes of Generation Z - Based on the Results of a Primary Qualitative Research

Óbuda University and Budapest Business School University of Applied Sciences Faculty of International Management and Business

  • Mónika Fodor
  • Katalin Jaeckel
Keywords: career, Z generation, qualitative research


Several studies have been prepared recently examining the differences between the various age groups, fro m various aspects. This present study follows the concept of generation marketing, and presents the peculiar traits of generation Z when it comes to selecting workplaces and career paths. Within the frame of a qualitative primary research, we have investigated the expectations, ideas about a successful career of Z generation and the motivation tools which could be targeted for them to be drive n for results and committed to the employer. It was important for us to know who these surveyed youngsters regard as their role model in terms of a successful career. Within the frame of the qualitative research, thirty interviews were conducted based on a semi-structured guide. The recruiting of members for the sample and the conduction of interviews were realized with the involvement of students from both institutions. We believe that the findings of the research provide useful information for future employers, to understand the values of their potential employees and their approach towards the world of work. It all might contribute to the establishment of appropriate incentive systems, and to the selection of HR tools which are able to increase loyalty and commitment, and inspire a better performance. Furthermore, the results also reveal important findings in relation to education: the peculiarities of generation Z – their attitude, values, behaviour – by all means call for adapting a new approach in their education. In order to be able to select efficient methods and contents, it must consider both the demands of the labour market and the generation -related peculiarities of students enrolled in education.