...where have they gone?

Could a newly written pop song help in the search for employees? Job postings today are more creative than ever — and they have to be, replacing 08/15 headlines like **we are hiring, #vacancy, job available, or we're looking for*** with something more effective. But it’s not just about ads. Jobs themselves must be reimagined, and leadership teams encouraged to practice true leadership — not top-down, but eye-to-eye, like migratory birds finding their climate-friendly resting place. Because that’s exactly what the new labor market trend reflects: feeling good. And yes, that can (and should) include work. Life happens Monday to Sunday, 365 days a year. It would be better to feel alive not just on weekends or on vacation, but every day.

A shift is happening: Work is allowed to bring joy.

There have never been so many job offers — and so few applicants. But why? We went on a search for answers — also in our own interest.

No matter where we look, whom we talk to, or what we read — we constantly encounter the demand for employees. Even in shopping centers, large bulletin boards are filled with A4 sheets advertising job openings. Permanent employment, at least 25 vacation days, and a secure income — these have been the standard offerings for decades. And it worked — until recently. Over the past few years, we’ve seen a trend breaking these old patterns. The younger generation no longer defines their human worth by their work output. They seek balance between job and life. They don't live to work, and they don't just work to live. They want both: a task that fits their life, and fluid boundaries. Why not!

Evolution shows us that sometimes a revolution is necessary for individuals to grow. Work environments have expanded dramatically, and professions have emerged that were unimaginable fifty years ago — app developers, social media managers, data analysts. Especially in the IT sector, many new fields of work have developed.

The Pandemic and Its Impact

Growth always brings change. We have especially felt it over the past decade — and even more so since 2020. The COVID-19 pandemic forced certain professions into a standstill during the lockdowns. But instead of falling into a deep sleep like Sleeping Beauty, many workers placed on furlough became active and reoriented themselves. The hospitality industry is feeling the effects. Restaurants are closing because there’s a lack of workers — employees who found other jobs in order to survive. Forced out of their “comfort zones,” they developed new skills, became DHL drivers or clerks, pursued further education, or began working from home — family-friendly, with fixed hours and free weekends. Retail faces the same issue — there’s a shortage of staff everywhere.

The Generations Between Work and Life

Adding to the situation: the Baby Boomer generation is reaching or has already reached retirement age. These are the people born between the mid-1950s and mid-1960s. A generation that strongly defined itself through performance, with self-worth growing in proportion to work output. These are people who worked hard and long hours — valuing security, annual vacations, and savings accounts. Values like reliability, ambition, and order were fundamental. Work wasn't meant to be fun but a means for steady employment and income. This generation got used to doing assembly-line jobs, not complaining, and simply pushing through — never asking questions for fear of losing their jobs. In ten years at most, those born in the mid-1960s will also retire, leading to the peak of the skilled labor shortage. No generation after them was as populous.

Generation X, which followed, learned directly from their parents that work comes first. The term "latchkey kids" originated during this time — children who came home to empty houses after school because both parents worked. They often spent their afternoons alone. This created a sense of loneliness but also fostered strong independence, which later led many to pursue entrepreneurial careers. It’s a generation of doers — but also a generation highly prone to burnout.

The Question About Life

They were followed by Generation Y — the "Why?" generation. Born in the 1980s through the late 1990s, they began questioning the meaning behind their professional activities. Still burdened with a strong need for security, they were the first to seek a true balance between work and life. The so-called Millennials are highly educated and very tech-savvy. Growing up during politically and economically unstable times, their lives became less linear and predictable than those of their parents. They prefer to exchange their high education for fulfillment, seeking jobs that align with their personal values. Hard work, perseverance, and continuous learning are not questioned — but they demand rest, recovery, and a balanced private life in return. Millennials are learning to manage their energy: better to work thirty focused hours per week than to sit out forty unproductive ones. Better to earn a little less money — but have more personal freedom.

Choosing Personal Growth Over Foosball Tables and Fruit Baskets

Working conditions have changed. Skilled workers can no longer be lured away from their smartphones with a free fruit basket and complimentary water. Other benefits have become far more important: participation in external training programs, guaranteed remote or home office work, childcare subsidies, a voice in company decisions, better corporate health initiatives, meaningful salary increases — and, crucially, the actual implementation of flat hierarchies. The time Generation Y trades for work must either be fulfilling — or, like Generation X, compensated with a high salary.

Conclusion

Companies are being called upon to rethink, to tear down barriers, and to make the job market more diverse. It’s about openness instead of rigid hierarchies. But it's not only companies — the country we live in must also evolve. We want stronger representation for freelancers, who contribute to the economy through their taxes. We want closer collaboration with freelancers without outdated pension systems labeling them as “pseudo self-employed.” Such classifications block both sides and ultimately reduce overall economic output. Those who choose self-employment know why. Those who work as employees also have their reasons. Let’s make things less complicated. The Baby Boomer era is over. Positions must either be filled or eliminated. Companies will either grow — or close. There is little room in between — especially for individuality. And individuality will be increasingly demanded in the coming years. It’s time. We need personalities, skilled workers, and healthy people who can drive a strong economy. We’re all in for it!

Which aspects did we miss? What do you think? We look forward to lively discussions.