Q&A: How Job Searching and Career Values are Evolving Across Generations

We often hear about the cultural and lifestyle differences across various generational groups, but what about their approach to work and the job search process when they first embarked on their careers? Luke Mersey sat down with Renovo’s Head of Career Coaching Emma Louise O’Brien to discuss how job searching has been experienced by the different generations, examining changing priorities and values as well as the development in technology over the last 50 years before discussing the arrival and future use of AI.

Luke: As a starting point, what are the key differences you’ve observed in how job searching has changed across generations?

Emma Louise:
Each generation approaches job searching differently, largely influenced by the time and technology they grew up with and the job search techniques used when they secured their first job. If we look back at Baby Boomers for example, their early job searches were very traditional and centred around newspaper adverts, in-person networking, visiting companies directly with a CV and submitting handwritten applications.

Gen X still used Job Centres and recruitment agencies but were exposed to the internet and online job searching for the first time during the 1990s. Then came the global financial crisis in 2008, which had a major impact on the job market.

Millennials were the first generation to really move away from the idea of “one job for life.” They were more open to job hopping and flexible work arrangements such as contracting and interim roles and they made extensive use of digital platforms in their job search, being the first to use online job boards and LinkedIn.

Gen Z on the other hand are true digital natives. They’ve grown up with technology, so their instinct is to look for jobs online through social media, mobile apps and AI-powered tools. Even platforms like TikTok and Instagram are being used to search for job opportunities.

In short, while job search methods have evolved, we still see a blend of traditional and digital approaches across generations.

Luke: From your perspective, what are job seekers valuing most in potential employers today and how has that changed over time compared to 30 or 50 years ago?

Emma Louise:
What people value in their careers evolves with trends, personal circumstances and experiences. When we work with participants, we often find that what they valued when they first entered the job market looks very different to what they value now. For example, many Baby Boomers placed a strong emphasis on loyalty and job security but that may be less important to them now.

For Gen X, financial stability and independence were key early in their careers, but now, as many fall into what we call the “sandwich generation,” caring for children and elderly parents, work-life balance has become just as important.

Many Millennials entered the job market during or just after the 2008 financial crisis which had a significant impact, as they recognised that job security was no longer guaranteed. Millennials began prioritising purpose-driven roles and organisations that aligned with their personal values. They were also far more open to exploring new opportunities every few years to gain experience and better pay.

Gen Z, on the other hand, are entering the workforce in an era defined by technology, economic uncertainty and global change. They place greater emphasis on things like company culture, diversity, sustainability and well-being.

What’s fascinating though, is that while these priorities differ across generations, they also influence each other. The lines are blurring and we’re seeing a shared focus on flexibility, purpose and alignment with personal values.

Luke: When it comes to the advancement in technology, how is AI changing the recruitment process, both for employers and job seekers?

Emma Louise:
If we look back, the digital shift in recruitment really began during the Millennial era, when online job boards became mainstream and jobseekers got used to finding and applying for roles online. But in the last year or so, AI has truly exploded and it’s transforming both how organisations hire and how individuals manage their careers.

From an employer’s perspective, AI is being used at almost every stage of the recruitment process, with hiring managers using it to support with everything, including writing job adverts, screening CVs and LinkedIn profiles, using applicant tracking systems (ATS), ranking CVs by relevance and even conducting AI-led video interviews. These tools help employers save time and money, especially when dealing with high volumes of applicants.

Where we’ve seen the biggest shift though, is from the job seeker’s side. Twelve months ago, most job seekers hadn’t heard of AI but didn’t really know how to use it in their job search. Now that’s completely changed. We’re seeing people arrive at coaching sessions with CVs and cover letters generated using AI tools. They’re using platforms to research companies, prepare for interviews and even practise through AI-led mock interviews. In essence, the role of AI has evolved from a simple research assistant to an active participant in the job search process.

Luke:
From a coaching perspective, how are we supporting participants to make the most of AI while ensuring they’re using it responsibly?

Emma Louise:
As coaches, we’re constantly sharing trends, tools and best practices with each other because AI is evolving so quickly, so we’re learning alongside our participants.

We recognise that some people are hesitant to try AI, often due to lack of confidence or past experiences, especially if their role has been impacted by automation. Education is key in terms of explaining how it works and most importantly how it can add value to their job search. For example, how they can use AI to their advantage by analysing job descriptions and optimising their CVs, so they rank higher in searches. At the same time, we’re also helping job seekers to use AI to explore career options by identifying transferable skills, tailor CVs and cover letters for specific job applications, research companies and prepare for interviews.

There is however the risk of overusing AI. Some recruiters have reported receiving multiple cover letters that are all clearly AI-generated. The key is to use AI responsibly. Let it help you research, prepare, and refine but always make sure your voice, personality, and authenticity come through. The goal is to use AI as an assistant, not a replacement.