Thoughtful employers
Being a thoughtful employer will be one of the most important roles for companies in the coming years. Record numbers of employees are reevaluating career choices and people are looking for employers that will make them feel valued. Companies that act on this will have a great advantage in talent search and retention in the future.
Working life is on people’s minds. The pandemic fundamentally changed the job market and the relationship between employer and employee on a global scale. Record numbers of people are reevaluating career choices and considering changing jobs or working structure, while at the same time fearing losing their jobs as a potential recession nears.
The study shows that people think that providing fair working conditions is the single most important way companies should contribute to society. Creating jobs, educating people and improving equality are also top priorities according to the public. This makes the role of employer one of the most important for companies in the coming years, especially with an economic downturn approaching.
Recent surveys show that people will be looking for relational factors such as feeling valued and a sense of belonging. A strong sense of purpose can inspire employees when things look bleak. And we know that having engaged employees builds customer preference and ensures that companies are seen as strong future brands.
Challenges like the battle for key talent that many industries are experiencing will not end with a recession. Companies that can stay focused and be the fair and thoughtful employer that people want and expect will have great advantages in talent search and retention in the future.
Examples
Companies scoring high on associations related to being an attractive employer.
Data deep dive
Global work priorities
Challenges and needs related to work-life quality are ranked as very important for companies to solve in all seven markets surveyed in the study. They cover many different aspects of professional life: job creation, fair working conditions, equality and educating people. ‘Offering fair working conditions’ is the most important challenge according to the public globally.
Explore more trends
Care for resources
We’re at a point in time when environmental responsibility must be a top concern in business, because it’s a top concern of people. Companies that fail to minimize their impact on the planet and use resources carefully will be questioned by many critical recession customers.
Trust matters
Companies will need to meet the critical and demanding recession customer with openness, honesty and transparency. Smart companies will invest in building trusting relationships with customers and the public, because they understand how trust amplifies the effect of any corporate initiative.
Value with values
With globally increasing prices, the democratization of life’s necessities becomes highly purposeful. Price matters a lot, but people still yearn for other values. The most loved companies will be those that understand what matters most to which customers and can identify value-balance trade-offs between their needs and wants.
Local color
In a contracting world, people have the greatest trust in the companies that are close to them. Local companies and brands have a greater understanding of local context and culture and can therefore be present and responsible in a locally relevant way. The challenge for international companies will be to understand how to act local in coming years.
Thoughtful employers
Being a thoughtful employer will be one of the most important roles for companies in the coming years. Record numbers of employees are reevaluating career choices and people are looking for employers that will make them feel valued. Companies that act on this will have a great advantage in talent search and retention in the future.
Bold problem-solvers
The public has high, but largely unmet, expectations of companies to lead the way toward a brighter future. Companies have a lot to learn from how Big Tech approaches problem-solving, and a lot to gain if they are able to combine that with action to create real positive change for people, the planet and society.
Safety first
An uncertain, and today often scary, world has made safety-related issues a top priority with people. It’s time for companies to decode what safety means to their customers and to align with the public’s expectations of how they should contribute to making both their physical and digital lives safer.
Healthy living
Health continues to be a priority for people and today’s health concerns involve both physical and mental health, and direct and indirect effects. Companies that assume health-focused positions and strategies will be highly relevant in the future.
