New report shows that a company’s stance on ethical issues is increasingly important to employees

Sensu Insight’s Employer Brand Report shows that ethical concerns are a crucial deciding factor in where employees choose to work, influenced largely by events in Ukraine.

According to an analysis of 2,000 UK employees, nearly a third (31%) aged 18-34 are now more likely to work for a business that took swift action against Russia following their conflict with Ukraine.

18% of employees report that they are less likely to work for a business that took no action against Russia. 7% of respondents report that they would seek to work elsewhere as a direct response to their employers’ inaction.

Over a third (35%) of employees report that a poor ethical track record would cause them to reconsider working for a business, which is a bigger barrier than poor leadership (26%) and lack of growth (16%). Japanese retailer Uniqlo has recently made a U-turn on its decision to keep Russian stores open, after coming under fire for their decision, while American company Levi’s has been lauded for its swift response.

Pay remains a critical concern for young people, with 50% reporting that insufficient pay would deter them from working for a business.

23% of employees report that lack of gender parity in pay would be another deterrent, along with poor work diversity being cited by 17%. Sensu Insight Managing Director, Steve Leigh, believes companies need to ‘wake up’ to the needs of the younger generation.

“Today’s graduate recruits will base their employment decisions on far more than just pay and benefits,” he says.

“A revolution in employer branding is likely to follow.”