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Job Seekers Gravitate to Socially Responsible Companies, Survey Finds

If Quiznos’ was hoping to boost its employment brand, the fast food chain’s new environmentally conscious “Eat Toasty, Be Green” campaign – which includes the use of new biodegradable packaging and employee uniforms made from recycled materials – could not have come out at a better time.

Job seekers seem to gravitate toward social responsible companies, according to a recent Kelly Services survey of nearly 100,000 people in 34 countries in North America, Europe and Asia.

The reason for this? “Employees gain a sense of fulfillment when their employer is focused on not only the bottom line but also on initiatives and practices [that] have a common connection with the communities in which they operate,” said George Corona, Kelly Services’ executive VP and COO, in an article for Staffing Industry Review Magazine.

(Perhaps this helps explain why companies like Whole Foods and Starbucks – both of whom are often acknowledged for Corporate Social Responsibility efforts – often find themselves on ‘best companies to work for’ lists.)

Among the survey’s other findings:

  • Almost 90 percent of respondents say they are more likely to work for an organization that is considered ethically and socially responsible, something that is consistent across all generations.
  • 80 percent are more likely to work for an organization that is considered environmentally responsible, a figure that is considerably higher among older age groups.
  • In deciding where to work, an organization’s reputation for ethical conduct is considered “very important” by 77 percent of Baby Boomers, 72 percent of GenX and 65 percent of GenY.
  • 53 percent of Baby Boomers would be prepared to forego pay or a promotion to work for an organization with a good reputation, compared to 48 percent of GenX and 46 percent of GenY.
  • In deciding where to work, policies to address global warming are considered “very important” by 36 percent of Baby Boomers, 35 percent of GenX and 31 percent of GenY.

Quiznos is just the most recent in a long line of companies who have started tweaking their products to appeal to an increasingly environmentally conscious consumer base, and hopefully, other companies will follow suit.

While these initiatives are certainly good for branding purposes (and, of course, Mother Earth), employers should be aware that, in order to truly engage employees, they should also focus on internal initiatives, like letting employees work from home or investing in energy-saving technology.

Not only do these efforts reduce the strain on the environment, but also – and perhaps more enticingly – they help improve the bottom line by qualifying companies for tax incentives, boosting employee productivity and garner consumer support. 

Do the above findings surprise you? What sort of environmentally-friendly initiatives is your company using to both reduce energy use (and how has it made an impact on your workplace)?

Mary Lorenz

About Mary Lorenz

Mary is a copywriter for CareerBuilder, specializing in B2B marketing and corporate recruiting best practices and social media. In addition to creating copy for corporate advertising and marketing campaigns, she researches and writes about employee attraction, engagement and retention. Whenever possible, she makes references to pop culture. Sometimes, those references are even relevant. A New Orleans native, Mary now lives in Chicago, right down the street from the best sushi place in the city. It's awesome.
1 comments
Maxine Burton
Maxine Burton

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