A Study of Factors Influencing Gen Z Graduates’ Choice of Careers in Gig Economy

The gig economy is quickly changing the global job market. It offers flexible, independent, project-based work that is especially appealing to Generation Z graduates. This study looks into the factors that affect Gen Z graduates’ career choices in the gig economy. It focuses on skill development, preferences for flexibility, the impact of digital platforms, and career sustainability. A descriptive research design was used. Primary data came from 31 respondents through structured questionnaires. This was supported by secondary sources like journals, industry reports, and academic articles. The findings show that most of the sample consists of young, educated women aged 21 to 24 years. They are engaged in freelance digital services, creative roles, and web or software development. High market demand, chances for creative expression, and the culture of independent work were key motivators. Most respondents view themselves as skilled but in need of further improvement, showing the potential for ongoing learning. Flexibility in choosing projects and working hours, along with global exposure through digital platforms, strongly affects their gig career choices. The study presents useful insights for managers. It suggests creating flexible work structures, launching skill development programs, strategically integrating gig workers, and using digital platforms to engage talent. By highlighting the motivations, challenges, and preferences of Gen Z in the gig economy, this research offers valuable insights for organizations, educators, and policymakers to create strategies that foster a sustainable, motivated, and skilled gig workforce.