Members of Generation Z are gradually entering the vocational apprenticeship market. However, Generation Z’s work-related preferences are deemed different from the ones of its predecessor generations. For an employer this is crucial to acknowledge and to adjust accordingly, especially when pursuing to make its vocational apprenticeship positions more attractive to Generation Z. Though, still little is known about Generation Z’s work-related preferences. Therefore, the bachelor thesis also pursued to find out more about Generation Z’s preferences in terms of vocational apprenticeship positions.

Investigating how an employer can make vocational apprenticeship positions more attractive to Generation Z implied consulting the literature in regards to Generation Z, vocational education and training in Switzerland, and employer branding. Based on the literature review, an online survey was conducted to further expand the knowledge about Generation Z’s work-related preferences. Furthermore, to elaborate on the findings, a group discussion with apprentices from different host companies was conducted. Eventually, all attained findings were compared with each other and put into context.

The findings have suggested that Generation Z’s most pronounced and most accommodable work-related preferences encompass assuming responsibility, having a contemporary corporate culture, having adequate workplace facilities, having a good work-life balance, having high job security, performing meaningful and varying tasks, performing tasks independently, receiving individual tutoring, as well as working in teams. Therefore, an employer pursuing to make its vocational apprenticeship positions more attractive to Generation Z ideally adjusts to fulfill all of the abovementioned preferences. Overall, the more an employer embraces the work-related preferences of Generation Z, the more attractive its vocational apprenticeship positions appear to Generation Z. As the submitter of the topic, Copartner Experience AG is believed to benefit from the attained findings in so far that they provide an initial basis for the development of human resources related services regarding Generation Z and vocational apprenticeship positions. Thus, this also implies the necessity to further develop the attained findings if intended for use in a commercial context.