Today, four generations - baby boomers, Generation X, millennials, and Generation Z - coexist in the labor market, each with its own specific characteristics. The significance and role of communication professionals are increasingly recognized in the labor market in the Republic of Croatia, where agencies often face frequent employee turnover. Among the agency employees, there are already students of communication and related sciences. Students, who typically belong to Generation Z, as well as other generations, have different lifestyle habits and expectations from employers. Communication agencies face the challenge of creating organizational culture and operations that will retain current employees and attract new ones, particularly members of Generation Z. According to the Global Survey conducted by Deloitte (2022), a good balance between personal and professional life is important, among other factors, for Generation Z and millennials, while opportunities for learning and development are among the main priorities when choosing an employer. To identify the expectations of the student population regarding work in communication agencies, along with content analysis, a quantitative survey using a questionnaire method will be conducted. Following the results obtained from the student population survey, a quantitative survey will be conducted among agency employees. By comparing the results of both surveyed groups, approximate guidelines important for improving collaboration between students and employers in agencies in Croatia will be obtained.