Regional banks face difficulties in attracting and retaining Generation Z employees due to their shifting expectations. Gen Z values flexibility, career growth opportunities, competitive compensation, and meaningful work. While the bank’s supportive culture aligns with some of these priorities, it faces challenges, including perceptions of outdated systems, unclear promotion pathways, and limited remote work options.

The research integrates a comprehensive literature review with a qualitative analysis of seven interviews and a survey of 185 respondents. Interviews were conducted with HR representatives, employees, and external professionals, providing valuable insights into current practices, Generation Z's expectations, and areas for improvement. The findings were refined, expanded, and substantiated by incorporating the survey results. Through this analysis, gaps and opportunities in employer branding were identified, with a focus on actionable initiatives to better align with Generation Z’s values.

The study highlights specific areas where the bank can enhance its appeal to Generation Z without altering its core culture. Proposed initiatives include introducing transparent promotion systems and mentorship programs, expanding hybrid and remote work options, and modernizing digital tools to create a more efficient workplace. Strengthening the bank’s employer branding through dynamic, tech-savvy strategies, such as social media campaigns and employee testimonials, is also recommended. These measures aim to align the bank’s strengths – its close-knit culture and community focus – with the needs of Generation Z, positioning it as a competitive employer. By addressing these gaps, the bank can reduce turnover, attract motivated young talent, and maintain its competitive edge in a rapidly evolving labor market.