The North East has long been known for its proud industrial heritage, strong communities and resilience in the face of economic change.
Today, as new sectors such as renewable energy, digital technology, life sciences and advanced manufacturing continue to grow in the region, there is a pressing challenge facing employers: how to attract and retain the next generation of talent.
What young professionals are looking for
Generation Z – those born from the late 1990s onwards – now make up a significant part of the workforce. Their priorities differ from those of previous generations. While salary is still important, research shows that younger employees place a premium on:
Flexibility: A survey of over 3,000 UK workers shows that 46 per cent of Gen Z (age 16 to 24) consider flexitime among the most important aspects when applying for a job. More than three quarters say choice around when and where they work is vital.
Work life balance: Nearly 70 per cent of Gen Z believe generating a good work life balance is more or equally important as a good salary.
Personal growth and development: Young workers want clear pathways to learn new skills and to progress.
Values and purpose: Companies that align with environmental and social values stand out.
The North East advantage
The region already has much to offer. Housing and living costs are lower than many parts of the UK. For example the average house price in the North East is around £161,389, well below the national average of about £268,000.
Universities in Newcastle, Durham, Sunderland, Teesside and Northumbria produce highly skilled graduates every year many of whom would prefer to stay in the region if the right opportunities are available. In fact, the North East retains around 79.1 per cent of its masters graduates within their home region after leaving university.
Across the region more than 1,100 new companies were founded by staff and graduates of the North East’s universities between 2014 and 2023 creating over 4,000 jobs in 2022-23. Graduates make up around 57 per cent of the workforce in the region.
Bridging the gap between talent and opportunity
The challenge is ensuring these opportunities exist, and that businesses know how to position themselves to appeal to the next generation. For many employers, that means:
Rethinking recruitment messaging: Highlighting flexibility, culture, and progression in job descriptions and interviews, not just pay and duties.
Investing in training and apprenticeships: Creating pathways that allow young people to learn, grow, and progress locally, without feeling they must leave the region for better opportunities.
Strengthening employer branding: Showcasing values around sustainability, diversity, and social impact to resonate with younger workers.
Retaining talent in the region
Retention is as important as attraction. Employers who listen to younger employees offer feedback cycles regular reviews progression paths and wellbeing initiatives rival those in more expensive regions. Mentorship programmes strong internal culture and transparent communication help build loyalty.
A collaborative effort
At the end of the day retaining the next generation of talent in the North East will require collaboration between businesses universities local government and recruitment partners. Aligning opportunities with the aspirations of young professionals the region can ensure its growth sectors have the workforce they need to thrive.
At Collaborative Search, we see firsthand both the ambitions of the North East’s emerging talent pool and the needs of employers who want to build sustainable teams. The opportunity is here for the region to lead the way in creating workplaces that not only attract young talent but keep it here helping the North East continue its story of resilience innovation and growth.
www.collaborativesrch.com