Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Gen Z accountants have placed salary and work–life balance at the top of their priorities when choosing an employer, with 80.77% of respondents identifying both as essential, according to new research from 20:20 Innovation.
The survey also found that clear career progression remains a key factor for younger professionals.
The findings point to several issues that deter applicants. A lack of salary transparency was identified as the most significant red flag, cited by 76.92% of respondents.
More than half (57.69%) said the absence of flexible or hybrid working options would discourage them from applying, while 46.15% said limited development opportunities would also be a deterrent.
Retention pressures were similarly evident. Of those who had considered leaving their employer in the previous year, 60.87% cited pay and benefits as the main reason, followed by limited development opportunities at 43.48%.
Respondents also referenced workplace culture and a lack of purpose as contributing factors.
When asked what would encourage them to stay, the most common responses were better pay and benefits (78.26%), greater flexibility (43.48%), clearer progression routes (39.13%) and improved mentoring or management (26.09%).
Additionally, more than 80% said investment in technology was either “extremely important” or “very important”.
The survey formed part of 20:20 Innovation’s wider work examining the expectations of early-career accountants and the challenges firms face in attracting and retaining staff in a competitive market.
20:20 Innovation supports more than two thousand UK accounting firms through training, compliance guidance and practice-management resources.
David Norris, technical director at 20:20 Innovation, said: “The message from Gen Z is clear: they want fair pay, flexibility and genuine opportunities for growth. The firms that will thrive are the ones that are willing to be transparent, invest in development and modernise both their culture and their systems.”
