MONEY isn’t always the biggest lure when people search for their dream jobs, research shows.
Nearly half of adults canvassed — 46 percent — say working for an ethical business is more important than getting a high salary.
Those aged 25-34 (54 percent) and those working in the environment and energy sector (65 percent) were most likely to agree with this sentiment. Nearly two-thirds (62 percent) value a work-life balance over pay, while 53 percent prefer remote work.
Outlined in the HR Unhooked PR and Marketing Report, the research canvassed 2,015 UK adults on what they look for in an employer, and what motivates them.
Corporate social responsibility was also deemed important, with 52 percent of respondents preferring to work for a company that “gives back” to local communities through fundraising, donations, or volunteering. ESG was important for 46 percent, and more than half (57 percent) agreed that diversity and inclusivity was vital.
More than half (59 percent) of job applicants said they would look at the businesses’ websites and social media channels to glean information about culture, values and working methods, with the same number researching news stories about the company.
More than two-fifths of respondents (42 percent) said they would look to see what awards the business had recently been shortlisted for, or won.
Claire Gamble, MD of Unhooked Communications, said competition could be tough, particularly in sectors such as construction or technology, which are dealing with an ongoing skills shortage. “Businesses might struggle to compete on salaries,” she said, “so it’s reassuring to see that employees also value non-financial qualities in their employer.”
She says research shows how important it is for HR departments to work with marketing and PR teams to ensure that the company’s culture and ethics come across in external communications. “By focussing on building a strong employer brand through PR and marketing activity such as generating positive press coverage, winning credible awards and creating content that shows the ethics and purpose of the brand, companies can not only attract the best talent, but they can also motivate and retain their existing workforce too.”
