site.bta45% of Young Bulgarians Prefer to Work for Bulgarian Employer - Survey

About 89% of young Bulgarians plan to live and work in Bulgaria in the next five years. Some 45% of young people in this country (5 percentage points more than a year ago) prefer to work for a Bulgarian employer. The numbers were reported earlier in June by an employer branding media platform called Bulgaria Wants You (BWY), which, together with online marketing research agency JTN, conducted a nationwide representative survey on how young people (18-35 years old) see their future career and personal development.

The survey shows that respondents pursue personal growth ever more earnestly by seeking better education, more freedom and flexibility in the workplace and a dynamic career while also raising a family, BWY commented. Young Bulgarians tend to expect that, in their home country, they can have a better chance to grow professionally and to find a job that corresponds to their interests. Most interviewees are of the opinion that foreign employers in Bulgaria usually seek executive staff, while Bulgarian companies want people with ideas and provide conditions for creativity.

Besides decent pay, an increasing number of 18-35-year-olds consider a good work-life balance as a motivating factor. It is the second most important factor, ranked a notch higher than a year ago, ousting a friendly working environment from second place.

The majority of young Bulgarians rely on their own abilities. About 74% of respondents say that they are the ones responsible for the success of their career, and 49% are willing to spend some of their free time to boost their career. Over 60% describe the option of working from home as very important. More than half of respondents say they are more productive when working from home compared to working in an office. Their share has increased by 8 percentage points in a year.

Approximately 80% of young Bulgarians expect employers and the government to reach understanding about how to ensure decent pay for employees. They know what they want from employers and value their own labour. A starting wage of BGN 1,200 per month is too low for them, and they expect that at the end of their first year of work they will be able to earn BGN 4,300 monthly on average (after tax). Women's expectations regarding income are 27% lower than men's.

Ever more respondents (51% in this survey) say they will return to their home area if they are offered a good enough job. Half of those polled plan to start their own business, because they say private entrepreneurship will give them better prospects than working for someone else. A growing share of young people prefer to be content creators or public figures.

The government is expected, above all, to build a positive international image of Bulgaria, maintain economic growth and ensure a good quality of life. Some 60% of 18-35-year-olds are visibly more willing to take personal responsibility and accept tasks which go beyond their narrow private interests. They believe they can make a personal contribution to Bulgaria's development, but do not usually see a common cause that can unite them.

Asked about their private life, 71% of respondents say they want to have a child in the next five years. The main factors for deciding to become a parent are trusting one's partner (42%) and having a home in which to raise a family (38%). Financial well-being is ranked far below intangible factors for happiness. Sixty-two per cent of those polled say the most important thing is to have someone to love, 45% put parenting first, and 43% identify good health as the top priority. Financial stability matters most according to 38% of respondents.

The survey was conducted in May 2024. It is published on the BWY website.