A new generation called Generation Z is about to enter the labor market in Croatia where employers are already facing challenges with recruitment and retention processes. With a new cohort at their doorstep, more different than similar to its predecessors, employers are presented with additional challenges. The focus of this qualitative study is on exploring early career work experiences of ten Generation Z members who study in either International Business or Information Technologies programs in Zagreb, Croatia and who are about to become part of Croatian labor force. By exploring their initial work experiences, their expectations about the work environment and expectations from potential employers are revealed. The objective of this study is to reveal latent, undisclosed needs that this generation might have. Five main elements found to be most important for Generation Z in Zagreb, when discussing work related topics, are expectations of a learning environment, meaningful work, flexibility in the workplace, being independent and receiving practical rewards. Potential impact on the work environment and suggestions for employers are also discussed. .

Publication Date


Document Type

Master's Project

Student Type


Degree Name

Service Leadership and Innovation (MS)

Department, Program, or Center

School of International Hospitality and Service Innovation (SCB)


Torrence Sparkman


RIT Croatia