The Gen Z Equation: Purpose, Pay, and Public Service

Attracting Gen Z to public service is one of the biggest workforce challenges facing government agencies today. As seasoned employees retire in record numbers—often called the “silver tsunami”—a new generation must step up to lead. But there’s a problem: fewer than 1 in 5 members of Gen Z express interest in working in government (Deloitte).

To secure the future of public service, agencies must rethink how they position themselves to this younger cohort. It’s not enough to offer a pension and hope they’ll come. Today’s Gen Z job seekers are driven by values, lifestyle, and long-term security. And they want clarity, flexibility, and meaning from their work. 

This is where total compensation comes in—but not just in terms of what’s offered. It’s about how that value is packaged, communicated, and perceived. 

Why Gen Z Isn’t Sold on Public Sector Jobs (Yet) 

Gen Z—those born between 1997 and 2012—have entered the workforce during a time of economic upheaval, student debt burdens, climate anxiety, and rapid social change. As a result, they approach employment with different expectations than previous generations. 

A few key characteristics define Gen Z’s mindset: 

• Purpose-driven: They want to work for organizations that make a meaningful impact. 

• Cautiously ambitious: After seeing Millennials struggle with job instability and debt, they seek both growth and security. 

• Digitally fluent: They expect intuitive, tech-enabled hiring experiences and communications. 

• Skeptical of institutions: Trust must be earned through transparency and authenticity. 

Many public agencies are still relying on outdated job descriptions, formal HR speak, and generic benefit blurbs to recruit. That approach is falling flat. 

The Hidden Power of Public Sector Compensation 

Here’s the twist: the public sector actually does offer many of the things Gen Z wants. 

• Job security that’s increasingly rare in the private sector 

• Robust healthcare coverage with low out-of-pocket costs 

• Pensions and retirement plans that provide peace of mind 

• Paid time off that often exceeds private industry standards 

• Parental leave and wellness benefits 

• Remote and hybrid work options in many agencies 

• Tuition reimbursement or student loan assistance 

• Opportunities to serve a mission 

But these benefits are rarely presented in a cohesive, compelling way. The value is there—agencies just need to tell the story more effectively. 

That’s where platforms like TrueComp come in. With tools to visualize and quantify the full value of compensation packages, public agencies can confidently communicate the financial and lifestyle advantages they offer—without relying on outdated spreadsheets or vague language. 

Repackaging the Offer: Showcasing Total Compensation

1. Break It Down Visually

Most Gen Z job seekers aren’t reading dense paragraphs of HR jargon. They want quick, visual summaries. Total compensation statements should include: 

• Base salary 

• Employer-paid healthcare premiums 

• Retirement contributions (and pension projections) 

• PTO value (days x daily rate) 

• Additional perks like wellness stipends, gym access, or education benefits 

Present this in a clean, easy-to-scan visual. Consider using infographics, sliders, or interactive calculators on your website or career pages. A $55,000 base salary might not sound competitive—until you show the $20,000 in additional employer-paid benefits. 

TrueComp helps agencies generate total compensation summaries that are not only accurate but also engaging—giving HR teams the ability to share custom visuals in outreach materials, career pages, or even union negotiations.

2. Compare Public vs. Private Sector Perks

Many GenZers default to the private sector because they assume it pays more or offers flashier benefits. But those perceptions don’t always align with reality—especially when long-term stability is factored in. 

Consider building a side-by-side comparison graphic that highlights: 

Using TrueComp, agencies can build side-by-side comparisons that make public sector benefits stand out—whether in recruiting campaigns, internal presentations, or board reports.

3. Make it Personal: Employee Spotlights

Gen Z trusts stories over statistics. If you want to persuade them, let your employees do the talking. 

• Highlight a new parent who was able to take parental leave and return to a stable, supportive job. 

• Showcase a public works employee who used tuition reimbursement to earn a master’s degree debt-free. 

• Feature a young planner who bought her first home thanks to steady income and strong benefits. 

These stories can be captured in short video clips, reels, or testimonials on your career site and LinkedIn page. Authenticity is key—skip the scripts, show the humans.

4. Lead With Purpose

If there’s one thing Gen Z consistently wants from work, it’s meaning. 

The public sector is full of meaningful work—but that mission often gets buried under bureaucratic language. Don’t let it. 

• Open job descriptions with the agency’s purpose. 

• Tie roles to community impact: “This role helps ensure clean water access for 30,000 residents.” 

• Emphasize equity, sustainability, and inclusion—issues Gen Z deeply cares about. 

When you lead with mission, and back it with clear benefits, you shift the conversation from “what does this job pay?” to “what kind of difference will I make?” 

Getting the Message Out: Where and How You Communicate Matters 

Even the best message can fall flat if it’s delivered in the wrong place or tone. That’s why public agencies need to modernize their communications for a Gen Z audience. 

Use Platforms They’re Already On 

• LinkedIn: Ideal for career spotlights, purpose-driven messaging, and professional growth stories. 
• Instagram, TikTok, and YouTube Shorts: Great for short employee stories, behind-the-scenes peeks, or explainer videos about benefits. 

Make It Mobile-Friendly 

If your job portal or compensation information isn’t mobile-optimized, you’re already behind. Gen Z uses their phones for everything. Ensure your content is responsive, fast-loading, and easy to navigate on a small screen. 

Be Transparent and Direct 

Forget buzzwords. Gen Z prefers: 

• Clear, honest language 

• Simple breakdowns of pay and benefits 

• No hidden asterisks or fine print 

Agencies that are upfront about salary bands, promotion timelines, and growth opportunities will stand out from both private and public competitors. 

Rethinking the Job Posting: From HR-Speak to Human Language 

Compare these two openings: 

• Typical Listing: 
  “Seeking a motivated self-starter to perform administrative support duties in a fast-paced, dynamic environment. Must possess excellent time management skills and demonstrate attention to detail.” 
• Gen Z-Optimized Listing: 
  “Want to help keep our city running smoothly? Join a mission-driven team where your organizational skills will make a difference every day. Enjoy job stability, full benefits, and paid time off—plus a clear path for growth.” 

Which one feels more like a real opportunity? The second. And that’s the tone public agencies should aim for. 

Practical Steps Agencies Can Take Today 

Whether you’re a city HR director or a state department recruiter, here are actionable ways to start repackaging your total compensation: 

1. Conduct a benefit audit 
   Catalog all benefits your agency offers—financial, professional, lifestyle-related—and calculate their monetary value. 
2. Build a total compensation toolkit 
   Include visuals, templates, side-by-side comparisons, and employee story templates that department heads and hiring managers can use. 
3. Revamp job descriptions and career pages 
   Lead with mission, highlight total comp, and keep it human. 

TrueComp can support each of these steps. Our solution gives agencies the tools to visualize, communicate, and benchmark compensation in a way that resonates—internally and externally. 

The Long-Term Play: Building Loyalty Before Day One 

When Gen Z understands the full value of what the public sector offers, they don’t just apply—they stay. 

By reshaping how you communicate total compensation, you’re not just filling roles. You’re building a future workforce that is aligned, inspired, and empowered. 

After all, the public sector isn’t just a job. It’s a chance to make a meaningful impact while building a life of stability, purpose, and growth. 

Ready to Start? 

TrueComp helps public agencies build and communicate total compensation packages that attract the next generation of public servants. From personalized statements to benchmarking tools and visual storytelling, we make it easier to show your value—and win the talent you need. 

👉 Let’s connect!