Conducting a study with over 500 participants on the importance of environmental topics in employer branding and consumer behaviour.
Situation
What do future employees understand by sustainability? Does it play a role in recruiting? And in which industries in particular? These questions are gaining relevance, on the one hand due to the skills shortage, on the other due to increasingly conscious job seekers. In answering these points, icons conducted an in-depth study in late 2022 that combines results from over 20 industries.
Approach
The study data was collected via a survey in which 557 people participated. In the first two parts of the survey, participants were asked to provide demographic and socio-economic data. Subsequently, priorities in the choice of employer were surveyed. This started with general criteria, followed by sustainability-related criteria. The order of sections was deliberately chosen to avoid bias. In selecting sustainability-relevant factors, equal weight was given to economic, environmental and social aspects.
Result
The findings paint a clear picture of the expectations of a new generation of employees. They also underscore the importance of values in a changing world of work. Data like this enables companies to compete successfully for talent and to shape their corporate culture in a future-oriented way.