Exploring Motivational Factors that Attract Generation Z Employees from an Organizational Perspective
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Abstract
This research investigates the key factors that motivate Generation Z employees from an organizational standpoint through a qualitative approach. To gain deeper insights, in-depth interviews were conducted with ten (10) Human Resource (HR) managers from various Thai organizations using purposive sampling. The collected data were analyzed using content analysis to identify the primary motivational drivers.
Findings reveal that the most critical factor in attracting Generation Z employees is Career Growth, which results from a stepwise progression of interconnected motivators. These foundational motivators include Continuous Upskilling, Compensation & Benefits, Workplace Challenges, Purpose-Driven Work, Flexibility, Recognition & Feedback, Work-Life Balance, and an Inclusive Culture, all of which contribute to long-term career development.
The study recommends that organizations implement a structured, stepwise strategy starting from basic motivational needs before offering career advancement pathways. This approach enhances job satisfaction, reduces turnover rates, and promotes long-term organizational commitment.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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