Campaign UK - - PROMOTION -

In a world of po­lit­i­cal in­sta­bil­ity and eco­nomic un­cer­tainty, work­ing for a com­pany with a clear pur­pose and val­ues that serve the greater good in so­ci­ety has be­come more of a pri­or­ity for to­day’s em­ploy­ees, par­tic­u­larly those from younger gen­er­a­tions. Phar­ma­ceu­ti­cal com­pany Roche of­ten tops polls of great places to work and, ac­cord­ing to head of re­cruit­ment An­drew Armes, the com­pany has al­ways put pur­pose be­fore prof­its but is now “ar­tic­u­lat­ing” this phi­los­o­phy more to at­tract and re­tain the best mar­keters: “We’ve al­ways be­lieved in do­ing great work in the ser­vice of wider so­ci­ety. And be­liev­ing that if Roche does great work, then the com­mer­cial el­e­ment will fol­low. Peo­ple were al­ways in­ter­ested in it [a sense of pur­pose] but, in the lit­er­a­ture of em­ployee en­gage­ment and ca­reers, it wasn’t ar­tic­u­lated as

clearly or suc­cinctly as now. Younger gen­er­a­tions, par­tic­u­larly, want to make sure that, if they’re ap­ply­ing their bril­liance and bring­ing their whole selves to work, they are in the ser­vice of some­thing big­ger than them­selves.”

Barry agrees that “to­day’s mar­keters are pur­pose-driven and look­ing for qual­i­ties in an em­ployer that have more to do with core val­ues than with perks”. He spec­u­lates that the rea­son J&J fea­tured in the top ten com­pa­nies that mil­len­ni­als most want to work for, in a sur­vey by Yougov last year, is largely be­cause of its “clear pur­pose which res­onates with em­ploy­ees’ own val­ues” and the fact that it’s “a cor­po­rate brand they can take pride in be­ing part of”.

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