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KPMG thinks Gen Z cares more about company values than a higher salary. Here's how the firm is competing with rivals like PwC and Deloitte to attract them

KPMG thinks Gen Z cares more about company values than a higher salary. Here's how the firm is competing with rivals like PwC and Deloitte to attract them
Joe Williams



Younger generations are placing greater emphasis on the values of an organization, in some cases even over higher salaries.




The trend has led some to shun once highly-coveted, high-paying positions at Silicon Valley giants like Google, a firm cloaked in controversy over debates on consumer privacy and other public policy issues.




At KPMG, prospective and current employees care "way more about the community that they're in" than pay, according to chief financial officer David Turner.




That's one reason why the professional services giant built its new $450 million training facility dubbed Lakehouse.




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Job seekers appear to be getting pickier about where they work and, in some cases, placing a higher premium on company values over more money.
The shift in priorities has even led some to shun once-coveted, well-paid positions at tech titans like Facebook, Google, and other Silicon Valley stalwarts at the center of the ongoing debates over consumer privacy and other public policy issues.
It's also underscoring a push by firms across corporate America to promote their values and infuse them throughout the enterprise — like co-locating various teams together to promote collaboration. The trend is one reason why KPMG green-lit its new $450 million training facility known as Lakehouse.
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