For employers struggling to attract and retain young talent, offering remote options or better perks isn’t enough. According to Jim Bildner, CEO of the Draper Richards Kaplan Foundation, adjunct lecturer at the Harvard Kennedy School, and author of the upcoming book A Matter of Hope, younger workers are seeking deeper meaning and genuine leadership.
On the latest Business Trends Today episode, we highlight a recent Harvard and Gallup report showing that 79% of Gen Z wants work focused on making a positive difference, yet many struggle to find it. Bildner joins us to share how business leaders can bridge this gap by fostering purpose, trust, and authentic human connection.
Move beyond transactional work
Modern workplaces have become increasingly transactional, compounding a broader decline in institutional trust. For younger workers shaped by financial crises, social media, and pandemic-era isolation, Bildner notes that the traditional promise of long-term employer loyalty has eroded. However, he also expresses that the desire for meaningful work and appreciation isn’t just a Gen Z trait; it spans all generations.
Therefore, rebuilding trust requires a shift in leadership style. Bildner argues that effective modern leaders must embrace vulnerability rather than pretending to have all the answers. He says that admitting uncertainty and solving problems alongside employees builds credibility. Authenticity also requires showing humanity. Bildner models this by openly sharing personal hardships, including the loss of his son and his wife’s battle with cancer, demonstrating that vulnerability strengthens leadership rather than undermining it.
Focus on belonging over “family”
Moreover, Bildner challenges the common corporate practice of calling employees “family,” noting that workers don’t need a substitute family; they need assurance that their leaders genuinely care about their well-being and growth. This human element remains central to the ongoing discussion about returning to the office.
"It's about purpose... You create environments where it's super clear that you're caring about the folks who are working for you. And believe me, they'll want to come."
Although employees might oppose a strict five-day in-office requirement, many still miss the authentic human interactions that remote work lacks. Ultimately, Bildner notes that employers are responsible for fostering a welcoming environment people want to be part of, not one they feel compelled to join.
Additionally, Bildner says that purpose shouldn’t be confused with corporate philanthropy or annual charity drives. While good deeds matter, employees need to understand how their daily, individual contributions fit into a larger mission. Purpose must be embedded in how a company treats its workforce and customers every day.
Creating a meaningful workplace doesn’t require a massive budget or sweeping corporate rebrand. It starts with leadership demonstrating trust, authenticity, and respect in everyday interactions.
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