The Attractiveness of Employee Benefits in Agriculture from the Perspective of Generation Z

Abstract

This article addresses the pressing issue of attracting Generation Z to the agriculture sector in the Czech Republic, a vital issue given its crucial role in ensuring food security and sustainability. During demographic changes and declining interest from younger generations to work in agriculture, it is essential to understand and meet the specific needs of this generation. This article examines the alignment between advertised employee benefits and the preferences of Generation Z, offers a new employee benefits categorization, and highlights possible interventions to increase the attractiveness of the agricultural sector in the labor market. Based on a literature review, quantitative content analysis of job advertisements, and a questionnaire survey, the research aims to evaluate the current offers of employee benefits in the agricultural sector in the Czech Republic in terms of their attractiveness and how they are perceived by Generation Z before then categorizing these employee benefits. The results show that benefits from the “Holiday and times off” category have the highest value for Generation Z and that, on the contrary, they value benefits from the “Benefits for work–life balance” category the least. A total of seven categories of employee benefits have been newly identified.