Attracting & Retaining Gen Z Talent In Local Government

How Councils Can Shift Perceptions, Showcase Pathways And Build Workplaces Young Professionals Want To Join

Around the world, councils are crying out for the next generation of talent while many young people still don’t understand the variety of careers local government actually offers.

Local government organisations globally are navigating growing skills shortages, ageing workforces and increasing pressure to deliver services in rapidly changing communities. According to the Australian Local Government Association (ALGA), 65% of councils have experienced delays or impacts on project delivery due to vacancies, skills shortages or training gaps, while 4 out of 5 councils say an ageing workforce is impacting their ability to meet future workforce demands.

At the same time, many young people simply don’t see local government as a place where they could build a meaningful career.

Research from the Local Government Information Unit (LGIU) found that 31.4% of young people in the United Kingdom have never considered a career in local government, while nearly half (49.2%) don’t understand the variety of careers available within councils. Awareness of specific opportunities is also low, with only 26.2% of young people aware that councils offer finance roles and just 24.4% recognising opportunities in IT and data roles.

This presents both a challenge and an opportunity for local government leaders. When you look at what Gen Z is looking for in a workplace, local government has far more to offer than many young professionals realise. So how can we fix the issue of perception?

Today’s young professionals are increasingly prioritising flexibility, wellbeing, meaningful work and long-term growth. They want careers that fit into their lives rather than consume them entirely and they are looking for workplaces where they can contribute to something bigger than themselves while still maintaining balance, pursuing personal interests and building sustainable careers.

Local government is already well positioned to offer exactly this, the challenge is making sure the next generation can see it. 

Reframing A Career In Local Government

For many young people, local government is often viewed through a lens focused on roads, rates and bins rather than as a community minded organisation filled with development opportunities.

That perception gap is significant, particularly when you consider how strongly Gen Z values impact-driven work. Research from LGIU found that 80.9% of young people believe community impact is important in their career, yet only 16.4% associate councils with ‘making a difference’.

In reality, local government plays a major role in shaping community life with influence in infrastructure, sustainability, tourism, economic development, events, youth and wellbeing. Many teams include roles including marketers and designers through to technology leaders, project managers and business specialists working alongside operational staff to shape their communities.

The issue is not that opportunities don’t exist. It’s that many young people have simply never been shown what today’s local government careers actually look like. 

This becomes even more important when considering how Gen Z discovers employment opportunities. The LGIU research shows that 44.3% of Gen Z expects to find jobs through social media platforms like LinkedIn, Instagram and TikTok, while only a quarter actively search council websites.

For local government leaders, this highlights a major shift in how councils need to communicate with emerging talent. Traditional recruitment campaigns alone are unlikely to cut through with a generation that has grown up in a world sounded by content creators, intuitive apps and visual storytelling. Young people want to see the humans behind the organisation, the projects being worked on and the real-world impact staff are making within their communities.

Promoting Growth Pathways

One of the biggest misconceptions surrounding local government careers is that they lack opportunity.

In reality, councils are often incredibly strong at investing in their people. Many local governments provide established professional development opportunities, mentoring programs, leadership pathways and the ability to build experience across multiple departments over time. All elements that matter enormously as Gen Z consider their futures. 

Research from MissionSquare found that 42% of young government workers seeking new jobs were primarily motivated by opportunities for advancement. At the same time, 64% wanted intellectually engaging work and 63% wanted to clearly see the impact of what they do.

Young professionals today are not simply looking to keep a seat warm. They are looking for workplaces where they can build skills, develop experience and chart a clear pathway through their career. 

Many councils already offer the kind of long-term career progression, mentoring and professional development that Gen Z is actively searching for. The challenge is that many young people simply don’t see this when reading a traditional position description.

For local government leaders, this means shifting recruitment conversations away from simply filling vacancies and towards showcasing career journeys. Councils do this by highlighting how young employees can grow, move across teams, develop leadership capability and shape projects.

Aligning Work With Purpose 

According to Deloitte’s Gen Z and Millennial Survey, 39% of Gen Z said they value jobs that allow them to make a difference in the world, while only 32% identified money as their primary career motivator.

Few sectors provide employees with such a direct opportunity to shape the communities they live in. Whether it’s providing input on public spaces, supporting local businesses, delivering youth programs, improving sustainability outcomes or creating more connected communities, local government employees often see the impact of their work firsthand.

The challenge is ensuring younger employees feel connected to that impact internally as well. Research commissioned by Datacom has shown that less than half of Gen Z feel heard by their council or believe their feedback is valued. For local government leaders, attracting young talent is only part of the equation. Retaining them requires creating environments where younger employees genuinely feel included in conversations, innovation and decision-making.

Prioritising Wellbeing And Flexibility 

Today’s young professionals are increasingly redefining what success looks like in the workplace. Rather than chasing careers built around long hours and ‘hustle culture’, many Gen Z employees are prioritising wellbeing, flexibility and sustainable work-life balance. They are looking for roles that allow them to build fulfilling careers while still having time for personal interests, study, side projects and life outside of work.

Many councils already offer flexible working arrangements, hybrid work options and supportive workplace cultures, yet young people don’t often associate local government with flexibility. Research from LGIU found that 73.1% of young people would be more likely to apply for a role if it offered flexibility and 76.8% preferred hybrid work arrangements. However, only 25.6% believed councils definitely offered flexibility.

For many councils, the challenge is considering what flexible work arrangements look like for your people as in a rapidly moving world, hybrid work arrangements are one of the most competitive workplace perks.

The Opportunity Ahead

At a time when many industries are struggling with burnout, disengagement and high turnover, councils are uniquely positioned to offer the meaningful work, flexibility, stability, community impact and long-term growth that young professionals are searching for. 

The challenge now is ensuring the next generation can actually see that opportunity.

For local government leaders, attracting and retaining Gen Z talent requires redefining the perceptions around what a career in local government can look like, showcasing the real impact councils have on communities and creating environments where young professionals feel valued, supported and empowered to grow.

Here are some strategies for local government leaders to attract the next generation of top talent to a career in local government: 

Showcase A ‘Day In The Life’ 

Showcase your staff through short form videos posted on social media to help raise awareness of the people, projects and opportunities that exist within local government careers. Consider what ‘day in the life’ videos could look like if showcasing your team.  

Promote Career Journeys

Move beyond advertising individual roles and focus on highlighting the career pathways for professionals looking to join your team. Career progression and professional development opportunities are something many young professionals are searching for when they look at job listings. 

Lead With Flexibility

Ensure that flexible work options, wellbeing strategies and team culture initiatives are front and centre in recruitment campaigns. You’d be surprised how much weight ‘work from home friday’ can carry for a young professional deciding between employers. 

Highlight Community Impact

Consider how your organisation can break the stereotypes associated with local government and highlight how the impact of your team goes beyond bin collection and pot-hole repair. Share stories of impact that have come from your teams’ work. 

If councils can shift perceptions, tell stronger stories and create environments where young people feel heard and empowered, local government could become one of the most attractive career destinations for the next generation of talent.

About The Author

Scott Millar is a generational consultant, keynote speaker and trusted voice on the future of work, helping organisations understand the trends shaping Gen Z, leadership and the workplace of tomorrow. Scott brings fresh, practical insight into the shifts transforming workplaces, industries and communities. Recognised as one of Australia’s Top 30 Business Leaders Under 30, APAC’s Inspiring Youth Leader and a two-time TEDx speaker, he is regularly engaged to help leaders bridge generational divides and connect more meaningfully with the next generation.

To find out more about Scott and to book him to speak at your next event, head to: www.iamscottmillar.com/speaking