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October 8, 2013

CSR Ultimatum: 69% of Americans Would Rather Remain Unemployed Than Work for Companies with Bad Corporate Reputations, New Corporate Responsibility Magazine Study Finds

Corporate Responsibility Magazine, in conjunction with Allegis Group Services, recently announced the findings of the publication's annual corporate reputation survey, which found that 69 percent of Americans would not take a job with a company that had a bad reputation, even if they were unemployed. This is a six percent decrease from 2012.

In advance of its annual COMMIT!Forum, which starts tomorrow in New York City, CR Magazine commissioned a poll of over 1,000 employed and unemployed Americans to gain insights into how both corporate reputation and transparency can impact job decisions.

"The results of this year's survey demonstrate the importance of a positive corporate reputation in recruiting and retaining talent. Our year-over-year analysis shows that this sentiment remains strong among employees and potential new hires in 2013," said Elliot Clark, CEO of Corporate Responsibility Magazine, which hosts the Forum, in a news release. "At the COMMIT!Forum, our focus is to highlight the negative costs of bad business practices and the great benefits attributed to companies that employ ethical business practices. As evidenced by this year's theme 'Good Business Makes the Difference,' we aim to drive conversations about the business practices that companies employ across the country, in order to improve the role of business in society."

Working for Companies With Bad Corporate Reputations

Of the people surveyed who were currently employed, more than half (62%) would take a job with a company that had a bad reputation if they were offered more money. This number has increased by four percent year-over-year. Subsequently the average percentage increase in salary that it would take to entice Americans' decision to work for a company with a bad corporate reputation has decreased. While the majority in 2012 said they would require more than double their salary to consider the move, the majority in 2013 said they would require between a 50-100% increase.

Year-over-year findings also showed that salary and location factor into Americans' decision to move to a company with a bad corporate reputation. In 2013 those surveyed making $100K or more required the most money to consider a move to a company with a bad reputation. Whereas in 2012, those making $35K or less required the most money to consider a move to a company with a bad reputation. Individuals that would consider taking these jobs in 2013 lived most frequently in the Northeast (64%) and West (64%).

Working for Companies With Good Corporate Reputations

In contrast, the vast majority, 84 percent, compared with 87 percent in 2012, would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation.  In both 2012 and 2013 most people would only require a 1-10 percent salary increase to consider such a move, and fell between the $75-100K salary range.

"As Americans continue to cope with the employment-related repercussions of the financial crisis, the majority of people would still prefer to work for a company with business ethics that align with their own values," said Bruce Morton, head of Innovation at Allegis Group Services, in the release. "Today's global leaders face unique responsibility to not only be aware of this sentiment, but also to act in the best interest of their employees and customers. Fundamentally, corporate responsibility and sustainability programs positively affect the company brand and reputation which drives sales, saves money improves overall asset values and can improve an organizations ability to attract talent."

This report presents the findings of a telephone survey conducted among two national probability samples, which, when combined, consists of 1,010 adults, 508 men and 502 women, 18 years of age and older, living in the continental United States. Interviewing for this CARAVAN Survey was completed on August 22-25, 2013. 660 interviews were conducted from the landline sample and 350 interviews from the cell phone sample. 

Edited by Richard Carufel

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