In November 2024, Global Metrics Ltd. conducted a survey targeting the young population of Bulgaria (aged 15 to 34). This survey explored their attitudes toward the work environment, expectations regarding pay, and career development.

Participant Profile

The survey included a nationally representative sample of 402 individuals from urban areas. The data showed balanced gender representation: 48% male and 52% female. Participants were divided into age groups, with the largest proportions being 18-23 years old (35%) and 24-29 years old (37%).

The educational background of the respondents was diverse:

55% were students (mostly in full-time education).
15% had higher education degrees (bachelor’s or master’s).

Young people demonstrated activity in both educational and professional domains, with many balancing both.

Below are the main findings from the survey:

What do the young candidates expect from employers?

Young people have clearly defined preferences for workplace characteristics. Among the most important factors are:

Team-oriented and friendly atmosphere (60%): This is a key criterion, especially for younger participants (under 24), who value relationships and communication in the workplace.
Respect for all employees (59%): Men emphasize equality and the absence of favoritism within teams.
Calm and supportive environment (59%): Women are more likely to demand support and the ability to freely express opinions.

Work-life balance is also highly valued by them.

The choice of employer often depends on the company’s reputation. Respondents identified the following as key:

Reputation as a stable employer that cares for its employees (66%): Long-term stability is highly appreciated.
High ethical standards upheld by the company (47%): Candidates look for companies with responsible behavior and professionalism.
Motivating goals (46%): This is particularly important for the youngest group (under 18 years old).

Factors such as rapid business development, use of new technologies, and inspiring leaders rank lower in young people’s preferences.

This information provides employers with insights into the key benefits to emphasize when attracting young talent to their businesses.

Where and what information about a company do candidates seek when choosing an employer?

For the target group studied, it is important to find sufficient information online about the company they are applying to.
The main parameters candidates seek are:

Information about salaries and benefits – 98% of respondents ranked this information as the most important, with 56% saying it is "very important."
Information about the workplace – 97% of participants identified this as necessary, with 53% rating it as "very important."
Career development opportunities – 93% consider this a critical factor, with 58% marking it as "very important."

When choosing a workplace, young people primarily trust social contacts and direct feedback:

Friends (52%) and current employees (43%) are the most reliable sources of information.
Family also plays a role for 31% of respondents.

Therefore, companies should invest in developing their employer brand and focus on attracting and building ambassadors for it.

What net monthly salary do they expect?

Salary expectations vary by age and gender:

Average expected salary:

Men: 2,331 BGN
Women: 1,805 BGN (700 BGN less than men).

A salary above the national average is most important for people aged 30-34 (81%). Their average expectation is 1,983 BGN net.
For the youngest group (15-17 years), the average expected salary is 1,183 BGN net.

What motivates young people to change jobs?

Salary remains the main factor for job changes:

The minimum salary difference that would motivate a change varies:

540 BGN for employees earning up to 1,500 BGN.
1,146 BGN for employees earning over 2,500 BGN.

Career development opportunities are crucial for 66% of respondents. This includes clear promotion procedures, financial incentives for training, and work-life balance.
Career development is a primary motivator, especially for people aged 18-23 (73%).

Flexible working conditions are increasingly preferred:

43% of respondents prefer remote or hybrid work.
Flexible working hours are a priority for 38%, with women and young parents mentioning it more often.

Additionally, young people seek clarity and predictability in job tasks (33%) and opportunities for skill variety and enhancement (36%).

Conclusion

The Global Metrics Ltd. survey reveals that young people in Bulgaria place particular importance on security, support, and respect in the workplace. While salary remains a significant factor, flexibility and professional development opportunities are increasingly valued. This underscores the need for employers to adapt to the new demands of the labor market.

Source: Global Metrics Ltd.