As Millennials and Gen Z become dominant forces in the workforce, their values and expectations are reshaping workplace culture. These younger generations prioritize a sense of purpose, inclusivity, and flexibility in the companies they choose to work for. They seek environments that align with their personal values, such as social responsibility, diversity, and work-life balance. For businesses looking to attract and retain top talent from these generations, cultivating a company culture that embraces innovation, sustainability, and employee well-being is crucial. Understanding and adapting to these evolving expectations not only helps companies engage younger workers but also fosters a more dynamic and forward-thinking organizational environment.
We caught up with Valentin Circiumaru, Senior HR Specialist at ICONIC21; Jacques Abeng-Essamba, Talent Manager at Glitnor; Tricia Mae Galea, Head of HR at Gaming Corps; and Suzanne Jiggens, Marketing Director at Slots Temple, to explore how company culture is shaping efforts to attract Millennials and Gen Z in today’s competitive igaming industry.
How do Millennials and Gen Z prioritize company culture when choosing an employer?
Valentin Circiumaru: “For these generations, the company culture is more than just a “nice to have”- it’s a dealbreaker in the hiring process. It’s one of the most common questions we get asked – how’s the culture? Gen Z is not looking at just the pay cheque. These people want to feel seen and supported, and to be part of something bigger than their role. They want stability and room to grow and these are absolutely things that we offer at ICONIC21.
“Whether it’s our live casino game presenters or our office and corporate staff, the common themes that appear during the hiring process are trust, respect, transparency, purpose, passion and creativity. Many of these are or have become our own values, especially passion, respect and creativity. For example, our Gen Z game presenters thrive in an open, casual environment where they’re encouraged to grow, ask questions and genuinely enjoy what they do. We took our time to understand what they look for in a business – young colleagues, no micromanagement, real autonomy, a laid-back environment – and made sure that we provided an environment that offered exactly that.”
Jacques Abeng-Essamba: “Both generations really care about company culture when picking a job, and they look for a few important things. They want to work somewhere that feels meaningful and matches their values, like being socially responsible and promoting diversity. One of the main questions I’m being asked during an interview nowadays is “what is the company culture at Glitnor?” I don’t believe there is a right or wrong answer however to attract and keep the best talents from these generations, we, the business, need to build a culture that focuses on collaboration, sustainability, and taking care of the employees. Actually, inclusivity is a big deal for them too; they appreciate workplaces that welcome different points of view. Overall, they look for companies with values that closely match theirs.”
Tricia Mae Galea: “Millennials and Gen Z are intentional, innovative and curious individuals who continuously seek the balance between ambition and well-being.
“For these generations, work is not just about earning a paycheck but also about aligning their career aspirations with their core values. This audience values companies that demonstrate commitment to social responsibility, diversity and sustainability – organisations that contribute to making a positive impact.
“They focus on work-life balance and look for employers who respect and set the boundaries between work and personal life by offering flexibility in various options.
“For Millennials and Gen Z it’s about opportunities for growth. They want clear progression and continuous learning, innovation and adaptability, to be part of a forward-thinking company with open communication and trustworthy leadership. As employers, we need to champion these values to attract and retain.”
Suzanne Jiggens: “Although I just missed being a Millennial by a couple of years, I believe it’s crucial to understand what all generations value in company culture. For Millennials and Gen Z, alignment with a company’s values, purpose, and ethics is essential. They particularly prioritise flexibility and work-life balance, and unlike previous generations, they’re confident in expressing these needs openly. This willingness to advocate for balance and authenticity has not only shaped their preferences but also inspired workplaces to adapt, creating environments that support both personal well-being and professional growth.”
How can businesses adapt their company culture to appeal to Millennials and Gen Z?
Valentin Circiumaru: “I strongly believe the simple act of listening is the most important. Just listen – what do they want, what do they expect, what are their pain points? With ICONIC21, everything we do starts with listening and then having real conversations. The HR team is always one conversation away, regardless of the type of issue. Having this level of openness helps us build trust with our employees, especially those from the Millennial and Gen Z demographics.
“We also put a lot of care into creating flexibility for our employees. Not just in the hours they work but in how they work during those hours as well as how they grow and get to express their personality.
“For example, our game presenters are trained with care and supported with empathy. They’re part of the show; they are our stars. If companies want to attract younger talent and then keep it, they need to tear up the corporate playbook and start building cultures that feel real, human and forward-looking.”
Jacques Abeng-Essamba: “Very trendy topic: “hybrid work”, “flexible working hours”, “work from anywhere”; anything that values work-life balance. They want to be able / allowed to disconnect from work. Also, whilst promoting diversity and inclusion is a must to appeal to Millennials and Gen Z, offering opportunities for growth and development remain key to attract and retain young talents. From a tech perspective for developers, this demographic seems more ‘modern’ in their approach, keeping up with tech trends.”
Tricia Mae Galea: “You don’t create a culture, it happens. Culture is a by-product of consistent behaviour, an action – not words. When I arrived at Gaming Corps I found that a strong culture already existed. We didn’t need fluffy HR words that are obvious and sometimes ugly and plastic. Within the first few months, our thriving culture became obvious to me. All I had to do was go out and tell the rest of the world, by posting on LinkedIn for example, that this is our culture.
“The Millennials, the Gen Zs, aren’t swayed by empty hype. They seek genuine tangible results and businesses can adapt their culture by shifting their focus from over-ambitious promises to actionable authenticity.
“Employers need to demonstrate real commitment, foster transparency and accountability, promote progress, knowledge and wellbeing and embrace purpose, impact and diversity. These are all fundamental values that those generations will nurture.”
Suzanne Jiggens: “At Slots Temple, we take pride in fostering a culture where every employee feels respected and valued. Our purpose-driven approach emphasises inclusivity, respect, and social responsibility, which are key priorities for Millennials and Gen Z. Regardless of the industry, companies need to define their purpose and values clearly—what do they stand for, and how do they serve their customers? By demonstrating a commitment to ethical values and putting customers first, businesses can attract employees who resonate with those principles. Such alignment inspires dedication and hard work, motivating staff to contribute meaningfully to the company’s success.”
How does flexibility in work arrangements impact the attraction of younger talent to a company?
Valentin Circiumaru: “From what we see, flexibility is now a baseline expectation. It’s not even a perk anymore. For Millennials and Gen Z, it’s so much more than that. They no longer relate to rigid structures that they feel are outdated or limiting. Whether it’s shifts for game presenters that fit their lifestyle, or trust-based workflows in our office teams, the freedom to be human is part of our DNA. Basically, we tell all our employees “We trust you”. With this mentality, we see teams that are more engaged and loyal, with a higher retention rate than what you normally see in this industry. We value everyone and we don’t use control to keep them here.”
Jacques Abeng-Essamba: “Flexibility plays a significant role, as individuals prioritise work-life balance and autonomy. They prefer to work in environments that suit them best, whether through hybrid or remote options. At Glitnor, we provide a hybrid policy along with a ‘work from anywhere’ policy.”
Tricia Mae Galea: “Offering flexible options like remote work, hybrid setups, or customisable hours shows you’re not stuck in the old 9-to-5 grind mentality. Workplace flexibility has become a crucial element for attracting younger generations, including millennials and Gen Zs.
“These are generations that grew up in a world where adaptability and individuality are celebrated, so they expect their workplaces to align with those values. As the head of HR, I see it as a game-changer. It signals to younger talent that you trust them to get their work done in ways that work for them.
“It’s about creating a culture of empowerment and balance – helping them integrate their professional and personal lives seamlessly. When people feel their company respects their individuality, they’re more likely to stick around, contribute authentically, and rave about it to others.
“This kind of freedom can make your company stand out, not just as an employer, but as a lifestyle choice.”
Suzanne Jiggens: “Flexibility in work arrangements is a key factor in attracting younger talent to a company. I believe in trusting employees to manage their roles effectively which fosters a sense of autonomy and respect, and is highly valued by Millennials and Gen Z. By allowing staff to choose their working hours and avoiding rigid policies around office attendance, businesses appeal not only to younger generations but also to others who prioritise a balanced work-life dynamic.
“Additionally, providing an office space for those who seek the social aspect or a change of scenery enhances the overall work environment, making the company more inclusive and adaptable.”
What role does technology play in shaping the workplace culture that resonates with Millennials and Gen Z?
Valentin Circiumaru: “Technology is second nature to these generations. It’s hard to keep anyone away from their devices, be it phones or laptops. It’s important to work WITH them and not against them. Being a software company and having game presenters working around all types of technology every single day allows us to say that, for us, tech isn’t just a tool, it’s part of the whole work experience.
“When we look at the world as a whole, to attract Gen Z employees, your tech stack must be flawless. Everything must be intuitive, fast and up to date. This helps the adaptation process as training and onboarding stay smooth and stress-free. That’s what the younger employees expect and we’re ready to deliver.”
Jacques Abeng-Essamba: “These generations really appreciate tools that help them stay connected, like instant messaging (like Slack) and video calls (like Teams). These tools make the workplace more inclusive and fun. They often talk about wanting a good work-life balance (not only Millennials and Gen Z to be honest), and technology makes it easier to work from home. Overall, it helps build a lively and flexible culture that meets their needs.”
Tricia Mae Galea: “Technology and how a company embraces it say a lot about its mindset.
“If you’re embracing technology, you’re probably open to growth and staying ahead of the curve, which is a big deal for younger talent. It’s not just about having the latest gadgets or software – it’s about how tech empowers collaboration, flexibility, and innovation.
“These generations grew up with tech being second nature, so they expect their work environment to reflect that. Tech also plays a role in creating community.
“Think virtual team-building tools, inclusive communication spaces, and platforms that promote transparency and recognition. It’s how you build a culture where people feel connected and valued, even when they’re working from different places. In short, for Millennials and Gen Z, a workplace that gets tech, gets them. This isn’t fluff – it’s foundational.”
Suzanne Jiggens: “Technology plays a vital role in shaping a workplace culture that appeals to Millennials and Gen Z. It enables seamless communication and collaboration across teams, fostering inclusivity and connection, even if people are working remotely. However, its impact depends on senior management actively promoting an open, engaging, and inclusive culture. Tools like chat platforms, video calls, and collaborative apps are only effective if teams—and leaders—actively use them to build relationships and drive engagement. Without intentional effort, technology alone cannot create a cohesive environment. By leveraging these tools thoughtfully, companies can enhance teamwork and create a culture that resonates deeply with younger generations. In doing so, they don’t just attract younger talent, they build a more connected, forward-thinking workforce overall.”
