Working for an ethical organisation is more important that higher salaries for almost half (46%) of adults, according to new research.
This figure rose to 54% for workers aged 25-34 and to 65% among those in the energy and environment sector, the study by Unhooked Communications showed.
The HR Unhooked PR and Marketing Report revealed that more than three in five (62%) respondents prioritise work-life balance over more pay, while more than half (53%) would prefer to work for an organisation that offers at least some remote working options.
Exploring what UK adults seek from an employer, as well as the factors that motivate them, the poll of around 2,015 people found that more than one in two (52%) also reported that
corporate social responsibility was important because they wanted to work for an employer that gives back to local communities, while 46% would like their company to have an environmental, social and governance (ESG) policy.
In addition, nearly three in five (57%) respondents agreed that working for an organisation that supports diversity and inclusivity is important.
When completing job applications, just under three in five (59%) would review company-owned websites and social media channels for details about its values, culture and working practices, with the same percentage searching for news stories about the business. More than two in five (42%) would find out what awards the employer had won or been shortlisted for.
Claire Gamble, MD of Unhooked Communications, said: “We know how vital it is for businesses across all sectors to attract and retain the very best talent, yet competition can be tough, particularly in sectors like construction or technology, which are dealing with an ongoing skills shortage. Businesses might struggle to compete on salaries, so it’s reassuring to see that employees also value non-financial qualities in their employer.
“It’s very often down to the HR teams to consider how they word job descriptions and the benefits of working with a company. However, the research shows how important it is for HR departments to work alongside marketing and PR teams to ensure that the company’s culture and ethics come across in external communications too. 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.”