Fight for the best

By Teresa Aldea

14 October 2015


Growing competition on the jobs market is pushing companies to work even harder to attract and retain the best available candidates. The rules of the game are changing. New generations of employees influence the package employers are offering. Long-term employment with high salary is no longer the priority. In this blog post we reveal what matters for current and future employees and share with you our top tips.  

Employee for employer or employer for employee?

My dad has been working for his employer for over 30 years. Before I started working, I had thought that he’s been lucky. Long-term, stable employment used to be considered as a good thing and everybody aspired to have it, but not anymore.

Nowadays people change jobs 15-20 times in their life. In the US it is estimated that employee stays on average 4,6 years in one place. Most of them change jobs because they are looking for better place to work. It is great to have such opportunities.

On one hand, this situation is good for employers as they have better chances to find and attract the most talented people. However, there are two sides of the coin. Jobs hopping poses significant challenges for many businesses. It costs over £30K to replace a staff member and it can take up to 28 weeks until newly hired person reach its full productivity.

Differentiation on the market matters not only for our clients but also for current employees and candidates for employees. Do you know how to attract and prevent the most talented employees from leaving?

The WHY matter

While choosing employment over 70% of people age 17-34 say they prefer to work for a company that is committed to positive social and environmental impact. The salary doesn’t matter so much. As long as it covers basic needs, other factors are more influential.  77% Millennials said a sense of purpose is part of the reason they chose to work for their current employer.


Ready, steady, GO!

As the working environment is changing, businesses need to ensure that their Employer Value Proposition (EVP) match the expectations. EVP can be the key to success but it has to reflect the culture of your organisation and offer programmes addressing various aspects of employee experience.  

Which way to go?

Don’t even try to fix anything without seeking the opinion of your employees. Listen to their needs to find solutions. 
For many organisations employee volunteering happened to be a missing element of their EVP.  There are many research publications that confirm broad range of benefits volunteering can bring.



There are many ways companies introduce employee volunteeringTo make it successful follow our tips:
1.    Conduct materiality analysis – choose topics which are the most important for your stakeholders and your business
2.    In consultation with employees choose which of them can be addressed through volunteering programmes
3.    Develop volunteering policy determining the basic rules, e.g. how many days of volunteering each employee can have per year, individual projects or team activates, etc.
4.    Find strategic partners who will help you organise the projects (make sure that you have good contracts in place specifying terms of engagement, timelines so that there are no surprises and time of your employees is well spent)
5.    Link volunteering with annual performance reviews to demonstrate how the new skills, gained through volunteering, help with overall learning and development of your employees
6.    Spread the word to encourage other people and organisations to follow your example

Good practice example

Recently Business in the Community published a case study of one of their member companies and award winner - EE. 
Techy Tea Parties is a programme organised by telecommunication company EE (owner of brands: EE, Orange and T-Mobile). It is estimated that only in the UK there are six million people who have never been online and ten million lack basic digital skills, the majority of them are aged over 65.

WHY: to help thousands of people improve their digital skills across the UK, reducing isolation, improving access to information and engaging EE’s retail staff.

HOW: EE volunteers offer technical help in friendly environment. Serving tea and cakes EE builds people’s confidence with everything from using tablets and social media to keeping in touch through Skype. EE reports that in 2014 the company’s volunteers - Digital Champions helped nearly 6,000 people do something online for the first time. EE estimates that out of the 5,000 people who attended more than 1,000 people set up their first email account, 400 made their first Skype call and 1,200 went online for the first time.

 “I’ve participated in a number of Techy Tea Parties and seen first-hand the difference they can make to people. It’s an incredibly rewarding experience, and it’s something all our workforce can benefit from. It’s also a leading example of how we can deliver against our ambition to be number one for service in our sector.” - Olaf Swantee, CEO at EE

·    Reduced participants' isolation and exclusion by helping people keep in contact with friends and family.
·    Improved participants' access to services such as utilities and government services.
·    Helped people use the internet to search and apply for jobs online.

·    Generated EE’s highest ever positive social media response, with over 1,600 mentions and 9.9m impressions.
·    PR activities generated media value of more than £711,000 with 250 coverage hits.
·    Resulted in a massive turnaround in retail staff engagement and increased volunteering uptake from 500 to 3,000 employees

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Teresa Aldea, CSR consultant and founder of Ecodea, helps businesses all over the word to differentiate themselves from peers and increase profits through sustainable solutions. Teresa has over 7 years’ experience in developing and implementing Corporate Social Responsibility (CSR) strategies, including stakeholder engagement programmes, communication and reporting projects.