How ESOP Companies Can Connect with Gen Z Talent
Young workers bring fresh energy, high expectations, and a strong desire for purpose to the workplace. In a recent NCEO Community Conversation, four panelists from varying perspectives explored one question: what helps employee-owned companies recruit and retain people early in their careers? The panel featured Laura Isaacs, ESOP administrator at Rosendin; Liza Shifrin, NCEO senior researcher and data analyst; Andrew Skidmore of Four Creeks, who offered the view of a younger employee-owner; and moderator Tim Garbinsky, director of partnerships at the NCEO.
Why Ownership Resonates
Isaacs sees younger hires drawn to the chance to be part of something bigger than being a number at a large employer. Accountability matters to them, and employee ownership gives it real meaning. She also sees renewed interest in longevity, especially at companies that live their stated values.
To make the ESOP concrete, Isaacs frames it as building wealth for the future rather than only a retirement plan. An ESOP calculator shared during onboarding often creates a light bulb moment for candidates weighing higher salary offers from tech giants. Stories from peers, such as colleagues who started in administrative roles and now approach retirement on very different terms, tend to land better than messages from executives.
Skepticism Is the Starting Point
Skidmore described the ESOP as a hidden gem that most people never learn about in school, which makes skepticism a natural first reaction. His advice is to be honest about what your plan delivers. If the ESOP is primarily an additional retirement benefit, present it that way and acknowledge that balances are illiquid. If ownership makes possible profit sharing, stronger benefits, or a distinctive culture, draw that connection explicitly.
He also reframed accountability as recognizing strong performance, not just correcting weak performance, an area where employee-owned companies often have an edge. To hear the panelists' full examples, watch the replay.
What the Data Shows
Shifrin shared findings from the NCEO's first recruitment and retention survey, which drew responses from 433 ESOP companies in spring 2026. While 52% of respondents put the ESOP front and center in recruiting, only 6% said applicants frequently cite it as a reason for applying.
Respondents reported that referral bonuses and leading with ownership culture outperform showing account projections decades into the future. For Gen Z, Shifrin noted, the story behind the numbers matters more than the spreadsheet itself. When companies described how they talk about the ESOP, two themes dominated: wealth building and shared success, including ownership mindset and accountability.
Dive Into the Full Conversation
The second half of the conversation goes further. Isaacs explains how she equips talent acquisition teams to introduce ownership long before day one, Skidmore examines why common eligibility rules can collide with the short early-career tenure of many Gen Z workers, and Shifrin shares striking retention figures comparing ESOP companies with national benchmarks. The panel also takes on remote work and communicating across generations.
Watch the full replay to hear it all. If you are not yet an NCEO member, consider joining to access sessions like this one, along with research, toolkits, and peer networking to help your ownership culture thrive.