The world of work is currently experiencing a paradigm shift. Demographic shifts and the growing intensity of the "war for talent" require that employers remain competitive in the labor market. Due to the retirement of Baby Boomers over the next few years, it will become increasingly challenging to find skilled employees, which leads to skilled worker shortages. In addition to the shortage of skilled workers, companies are confronted with the needs and aspirations of a new generation that will shape the digitalized working world.

Based on the theoretical analysis conducted, valuable empirical insights about the concept of New Work were obtained through a qualitative survey. Qualitative interviews were conducted at the company to answer the research question. Shift workers, leadership, and recruiters were interviewed through three questionnaires, each consisting of open-ended questions, and each adapted to the different roles of employees. During the selection process for interviewees, intentional attempts were made to include a range from Generation Z to Generation Baby Boomers.

The results pointed toward four critical trends and influences of New Work that are particularly relevant to the retention and recruitment of shift employees. These key factors include digitalization, work-life balance, communication, and leadership. Among these trends, digitalization can be considered the prevailing and fundamental force influencing the others. A considerable proportion of interview participants raised concerns pertaining to matters of flexibility during the interview, occasionally citing it as a contributing factor for their decision to depart from the organization if these concerns remain unaddressed. The issue of digital transformation is often cited as falling behind in its ability to accommodate spatial flexibility, such as the adoption of home office and time flexibility, which can be improved through improved digital coordination tools. Effective communication of benefits, career development possibilities, and financial incentives play a crucial role in employer branding, which themselves contribute to the retention of existing shift workers.