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The knowledge-based voluntary activity covered by the research, the pro bono, which will be introduced from the aspect of employer branding. The primary results of the research described in the study are the outcome of a quantitative data collection process, where 840 evaluable questionnaires were processed in the course of a pretested standardized questionnaire survey. On top of that, during the research we were able to confirm that the motivation of volunteering is connected to the individual values, hence it can be stated that the reason behind the unwillingness of young people less motivated towards volunteer work is the immature value orientation and often the lack of information, instead of the sharp isolation rooted in the values or the lack of empathy. The introduced results may provide practical guidance to the institutions and companies organizing pro bono activities, and especially to the organizations that intend to address the young generation.

Correlation between Generation Z in Hungary and the Motivating Factors to Do Volunteer Work in a Value-Based Approach