From Perks to Purpose: What Employees Really Want in 2025

Just a few years ago, flashy perks like snack bars and game rooms were seen as signs of a modern workplace. But in 2025, the workforce is asking for something deeper. Employees, especially younger generations, are no longer satisfied with surface-level rewards. They want meaning, connection, and alignment with values.

Across industries including healthcare, education, financial services, and nonprofits, one thing is becoming increasingly clear: people stay where they feel seen and supported, not just compensated. Bobbie Kelsey, Director of Human Resources at CUSG, has observed this shift firsthand. She notes that team members are placing more value on flexibility, autonomy, and trust. There is a growing desire to do great work in a way that fits their life, not the other way around. At the same time, connection has become more important than ever. Even when teams aren't physically together, employees want to feel like they're part of something real.

This blog explores what today's workforce is looking for and what HR leaders and executives should consider as they work to retain and engage top talent.

The Rise of Purpose-Driven Work

Recent data from McKinsey and Deloitte shows that more than 70 percent of Gen Z and Millennials prioritize purpose over salary when choosing where to work. They're not hesitant to change roles, or even entire industries, if they don't see alignment between their values and the work they're doing.

Some of the key shifts include a growing preference for meaningful work over high pay, a call for empathetic and transparent leadership, and a redefinition of culture fit as shared purpose rather than shared personality. Kelsey has also seen team members seeking support that reflects who they are beyond the workplace. Benefits that meet personal needs, opportunities for growth, and feeling recognized as a whole person are all rising in importance. She believes these changes are making workplaces more human, and ultimately, more effective.

From Free Lunch to Flexible Culture

Perks used to be considered a competitive advantage, but now they're seen as the bare minimum. Organizations that rely too heavily on trend-based perks without addressing culture, burnout, or belonging risk losing their most valuable people.

At CUSG, the move toward a more meaningful workplace includes a deeper focus on community involvement. Employees receive eight hours of paid Volunteer Time Off each year to support causes they care about. This spring, the HR and Culture team coordinated a group volunteer event at Fleece and Thank You, a nonprofit that delivers comfort items to children in hospitals. While the event itself was short, the intention behind it was long-lasting. It offered a chance to connect through shared values and reminded employees why their work matters.

Gen Z's Impact on the Modern Workplace

Gen Z is entering the workforce with expectations that are reshaping how companies think about culture. They want more than balance between their personal and professional lives. They want fluidity, where the two support rather than compete with one another. They expect psychological safety and want to be part of environments where they can show up fully and speak honestly. They also look for real diversity, equity, and inclusion that moves beyond surface-level statements.

Their influence is sparking change across generations. Rather than lowering standards, Gen Z is asking workplaces to raise their level of humanity. Kelsey has seen this play out in interviews and new hire conversations. Employees want to know their contributions matter and that their work has purpose. When they feel that, she says, they show up more consistently and invest more deeply.

Building Retention Through Values, Not Just Raises

In today's job market, competitive pay is necessary but not sufficient. Retaining great people now requires a values-based approach. HR leaders are rethinking their playbooks and leaning into strategies that center purpose and connection.

Five key tactics include creating leadership pathways across all levels of the organization, sharing the company mission consistently and explaining how each role contributes to it, offering development opportunities beyond basic training, embedding DEI into everyday practices, and listening to employee feedback with transparency and follow-through. Many organizations are also investing in digital tools that support feedback loops and employee growth. These platforms work best when they’re tied directly to a company’s core values.

Building Purpose from the Inside Out

Posting a mission statement on the wall is no longer enough. Employees want to see that mission reflected in how leaders make decisions and how teams collaborate. This kind of culture doesn’t form on its own. It requires ongoing, intentional effort.

Patty Corkery, President and CEO of the Michigan Credit Union League and CUSG, believes purpose must be embedded in leadership. She shared that internal surveys consistently show purpose as a top priority for their team. One way CUSG supports this is by helping employees develop expertise in their chosen focus areas, such as marketing, technology, or HR. These efforts not only improve the client experience but also give employees a stronger sense of pride and ownership. Corkery emphasized that creating space for certifications, client-facing opportunities, and skill-building enhances both engagement and performance.

She also reflected on a recent team gathering at the new Royal Oak office. Seeing people reconnect through spontaneous conversation and shared energy reminded her that connection doesn't happen by accident. It’s built through intention, presence, and mutual respect.

What It All Comes Down To

• Perks won’t keep your best people. Purpose will.
• Gen Z is helping us reimagine the workplace as a space that values humanity, not just productivity.
• Flexibility only matters when it’s paired with genuine connection.
• Community engagement is not a bonus. It's a reflection of culture.
• And employees stay where they feel heard, supported, and inspired to grow.