The Power of Career Activism: Why Some Employers are Winning and Others Lose.

In recent years, activism has experienced a sharp increase throughout most of the developed world, especially among young adults. Alongside this, many experts have noted the correlative increase in consumer activism, the practice of using the purchasing power of the many to influence brands to conduct their business in a way that’s aligned to that group’s values and ideals, as well to take revenues away from brands that do not conform. But that’s not where it ends, as more and more data shows that career activism is also on the rise – that is, more and more talent are making decision as to who they will and won’t work with based on that brand’s position or performance on an growing list of issues.

In fact, career activism has become such an important factor in employer selection, as well as in the Employee Value Propositions (EVPs) and brand communications of so many employers, that the team and I at Fathom have built it into our core employer brand research framework. Something we’ve not seen anywhere else in the industry.

This shift in the mindset of young talent has significant implications for employers, who must now navigate the complexities of career activism within their organizations and factor it into their talent attraction and retention strategies. While embracing activism can lead to numerous benefits, getting it wrong or ignoring it altogether can result in serious setbacks in the race to hire and retain the best and the brightest.

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The Rise of Activism in Career Decision-Making

A growing number of job seekers and employees are prioritizing social and political values when considering career opportunities. A recent survey conducted by Glassdoor showed that nearly three-quarters (73%) of job seekers aged 18-34 would not apply to a company unless its values are aligned with their own. Furthermore, 68% of Millennials indicated their willingness to take a pay cut to work for a company whose values matched their own. This is a big deal.

As this trend keeps grows across markets and demographics it highlights the importance of corporate social responsibility (CSR) and ethical business practices in attracting and retaining talent. Wading through talent preference data, as I have done for the past decade, I’ve observed that companies demonstrating their commitment to issues such as environmental sustainability, diversity and inclusion, and social justice are more likely to appeal to the values-driven younger generation – and that this is really important now that Gen-Z are the fastest growing demographic in the workforce and will represent 27% of the entire workforce by 2025.

When Career Activism backfires

Google, known for having one of the world's most coveted employer brands and being especially attractive to the young and tech-savvy talent, recently faced backlash over its business dealings with the Israeli government. Reports indicated that 28 employees were fired for raising concerns over Google's involvement in projects allegedly supporting the Israeli military.

This resulted in protests on Google premises that the company claimed were highly disruptive to their business and other employees. Right or wrong aside, this incident not only tarnished Google's employer brand among others those who shared the views of those fired employees, but it also underscored the risks associated with failing to not address employee activism effectively. How many other top talent will leave Google or no longer apply to join based on this one incident will be hard to say, but the number won’t be zero.

Google's situation serves as a cautionary tale for employers who claim to be a force for good in the world but struggle to live up to it. In today's socially conscious environment, employers are increasingly scrutinised for their actions, both internally and externally. Failure to address employee concerns or take meaningful action on social issues can do profound damage to the employer brand and lead to regretted attrition.

The Benefits of Embracing Activism

On the flip side, companies that embrace activism and demonstrate a genuine commitment to social and environmental causes stand to benefit significantly. Research has shown that organizations with strong and visible CSR initiatives tend to enjoy higher employee engagement, increased loyalty, and improved brand reputation.

Moreover, employees who feel that their company is making a positive impact on society are more likely to be motivated and productive. By fostering a positive culture of activism and social responsibility, employers can better attract top talent, enhance employee morale, and strengthen their brand image. It must be done for the right reasons and in the right ways, though.

Strategies for Managing Activism in the Workplace

To effectively navigate the complexities of activism in the workplace, employers should consider the following strategies:

1. Listen to Employee Concerns: Create designated channels for employees to voice their opinions and concerns about social and political issues within the organization. Where possible, collect data on what’s important among your workforce so that you can factor it into future decision-making and comms.
2. Demonstrate Transparency: Be open and honest about the company's business practices and decision-making processes and proactively invite healthy and constructive feedback.
3. Take Meaningful Action: When they arise, try to address employee concerns promptly and take concrete steps to support social and environmental causes where feasible.
4. Lead by Example: Demonstrate a commitment to social responsibility from the top down, with executives setting the tone for the entire organization.
5. Engage with Stakeholders: Collaborate with employees, customers, and other stakeholders to identify and address key social and environmental issues.
6. Don’t ignore it: the data is clear, ignoring key issues can be as detrimental as having a go and getting it wrong. Be clear on your core values and stick to them.

There is little doubt that the rise of career activism among young talent and employees has significant implications for employers. While embracing activism can lead to numerous benefits, mishandling it can result in serious consequences for the employer brand and talent attraction efforts. By listening to employee concerns, demonstrating transparency, and taking meaningful action on social issues, employers can foster a culture of activism and social responsibility that benefits both employees and the company as a whole.

Incidents like the recent one at Google offer valuable lessons. Had they been more proactive with listening to the concerns of their employees , and been more transparent in their decision- making process, they might have adverted the worst of the issue, kept all the employees, and avoided the negative press.

Takeaways

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