Zoomers: new HR-trends

This article examines the characteristics of Generation Z (“Zoomers”) as a new category of employees actively entering the labor market. Key characteristics of Zoomers are characterized: high digital literacy, clip-based thinking, a desire for work-life balance, and the value of social responsibility and openness. Particular attention is paid to the influence of Zoomers on changes in corporate culture and HR strategies, including flexible schedules, remote work, digital, personalized training and development, new recruiting formats, and corporate branding through social media. The article also highlights Zoomers' need for transparency, feedback, mental health care, and socially significant projects. Thus, it has been revealed that Generation Z is transforming the labor market and corporate culture, forcing companies to implement digitalization, flexibility, and social responsibility, which ultimately makes business more adaptive and modern.

References

[1] Top HR Trends. URL: https://samolov.ru/blog/top/hr/trends (accessed March 1, 2025).

[2] Egorova K., Nizamutdinova E. Generation Z: What is it, what years, characteristics, features, problems. URL: https://www.championat.com/lifestyle/article-5879314-pokolenie-z-chto-eto-kakie-goda-harakteristika-osobennosti-problemy.html (accessed March 1, 2025).

[3] Sotnikov G. Generational Theory: What are the differences between Zoomers, Boomers, Millennials, Generation X, and Alphas? URL: https://www.mgpu.ru/teoriya-pokolenij-chem-otlichayutsya-zumery- bumery-millenialy-pokoleniya-x-i-alfa/ (accessed March 1, 2025).

[4] Academy of Social Technologies. Zoomers at Work: Understanding the Generational Traits of Young Colleagues. URL: https://ast-academy.ru/blog/zumery-na-rabote-razbiraemsa-v-pokolenceskih-

[5] Voronina E. Generation Zoomers for HR: How to Attract, Train, and Retain. URL: https://huntflow.media/zumery/ (accessed March 1, 2025).

[6] Bragina D. HR Branding for Companies: Generation Z Trends. URL: https://blog.bitobe.ru/article/hr-brending-2025-pyat-trendov-dlya-privlecheniya-pokoleniya-z/ (accessed March 1, 2025).

[7] Aleksandrova E. Development Trends in HR Processes and HR in 2025. URL: https://empldocs.ru/hr-trendy-2025 (accessed March 1, 2025).