If you’ve been in HR or running a business long enough, you have probably noticed the hiring landscape changing before your eyes. The resumes look different and the interview answers sound different. And once they join, the requests are… well, let’s just say “different” too.
Welcome to the era of Generation Z, the group born roughly between the late 1990s and early 2010s, now entering the Nigerian workforce in droves. They are the most educated, well connected, and arguably the most vocally opinionated generation we’ve ever seen at work. They don’t only just want to “get a job.” They want meaning, they want growth, they want balance. And if they don’t get it, they will (very politely) say, “Thank you for the opportunity” and walk right into the arms of your competitor.
In HR Whistledown’s voice, “Dearest employers, this generation will not stay for your free coffee alone. They will sip, smile, and still resign by Friday.”
So how do you not only attract these bright young minds but also keep them loyal in a fast-changing, competitive market? Let’s get into it.
1. Give Them a Reason Beyond the Salary
Yes, the paycheck matters especially when rent, fuel and jollof rice prices all seem to be in a daily competition. However, for Gen Z, money is the entry ticket, not the reason to stay.
What truly keeps them?
- Purpose-driven work: They want to know their work matters. If they’re designing a flyer, they want to see how it helps the business grow. If they’re running a campaign, they want to know the impact.
- Growth and learning: They crave professional development: training programs, mentorship, certifications, or even just a manager who challenges them to grow.
- A clear career path: They’re not playing “guess where I’m going” in their career. If you can’t answer “What’s next for me here?”, they’ll find an employer who can.
💡 Smart move: Have regular career conversations and create visible promotion pipelines. Don’t make them feel like they’re in a job with no exit door except resignation.
2. Flexibility is No Longer a Big Deal
Forget the old “9 to 5 or nothing” mentality. This generation values flexibility like oxygen. They’ve seen remote work happen globally, and they know it’s possible.
Flexibility could mean:
- Hybrid work schedules (a mix of remote and onsite)
- Flexible start times (because not everyone is a morning genius)
- Compressed work weeks (four days of focused work instead of dragging five)
And if you can’t offer full flexibility? Offer small freedoms like occasional remote days, mental health breaks, or even flexible lunch hours.
3. Upgrade Your Tech Game
Gen Z is the first generation to grow up entirely in the digital age. They are not going to tolerate a workplace that feels like a time capsule from 2005.
If your company is still using:
- Spreadsheets for everything
- Manual attendance sheets
- Endless paper approvals
…then, dear employer, you are already losing them.
They want modern tools, automation, and collaboration platforms that make work faster and smarter. The more time they spend fighting outdated processes, the less time they’ll want to spend with you.
4. Turn Your Feedbacks Into A Conversation
Gen Z thrives on feedback, but not the kind that comes in a once-a-year performance review. They want:
- Regular check-ins – Weekly or biweekly conversations with their manager.
- Recognition for small wins – A quick “Great job” in a meeting can mean more than you think.
- Constructive criticism – They value honesty, as long as it’s respectful and actionable.
💡 Pro tip: Instead of just telling them what’s wrong, collaborate on solutions. This turns feedback from a lecture into a partnership.
5. Build a Culture They Can Feel
Here’s the thing about Gen Z — they can smell inauthenticity from a mile away. You can’t just say you have a great company culture; you have to live it. That means:
- If you promise collaboration, actually let people contribute ideas, even the junior ones.
- If you claim to support work-life balance, don’t expect them to be online at midnight.
- If you say you value diversity, make sure leadership reflects that.
They want to work for a place where they can be themselves without fear of judgment and yes, that might mean someone’s hair is purple, and another person is wearing sneakers to a Monday meeting.
6. Show Them the Bigger Picture
Many Nigerian SMEs lose Gen Z talent because they don’t take the time to show employees how their work connects to the business mission. If all they see is their small task list, they’ll feel disconnected. A generation that grew up with Google wants answers. Give them the ‘why’, and you’ll keep their ‘how’ loyal to you.”
The Bottom Line
Attracting and retaining Gen Z talent in Nigeria is much more about fancy offices, free lunch, or flashy perks. We have done it at LD&D Consulting and we are still doing it. It’s all about understanding what they value and building a workplace where those values are respected. They are not afraid to leave but they are also not afraid to commit to an employer who truly gets them. If you can provide purpose, growth, flexibility, and authenticity, you won’t just hire Gen Z… you’ll keep them.
And that, dear employers, is the smart way.
Omogunwa lilian
August 14, 2025Insightful read ,Spot on about Gen Z valuing purpose, growth, and flexibility in the workplace.
Omenai Victor
August 16, 2025Well done, very Insightful.
Alimot
August 19, 2025This is a timely piece. Attracting and retaining Gen Z talent in Nigeria requires more than just good pay. It is about flexibility, purpose-driven work, growth opportunities, and an inclusive workplace culture. Companies that adapt to these expectations will stand out in the talent market.
Precious Omobobola
August 19, 2025Hmm, this is very thoughtful and on point.
Vera
August 19, 2025This was such a well-written and informative post! I really appreciated how clearly the concepts were explained.
Ifeoluwa
August 19, 2025Well said 👏 Gen Z isn’t chasing perks, they’re chasing purpose and growth.
Adetutu
August 19, 2025Definitely a must-read for every HR professional and business leader who wants to attract and keep Gen Z talent. Thank you for the inspiring article.
mmesoma
August 19, 2025Gen Z brings a fresh perspective to the corporate world—tech-savvy, adaptable, and unafraid to question outdated systems. A beautiful write up. weldone team
Godswill U'snga
August 19, 2025This article rightly emphasizes that for Gen Z in Nigeria, purpose, growth, and flexibility are essential, not optional. Companies that invest in meaningful work, clear career paths, and authentic values will earn their loyalty and long-term commitment.
Olaleye Christianah Ifeoluwa
August 19, 2025So Insightful! Retaining Gen Z in Nigeria requires flexibility and growth.