Social value: The key to attracting top talent and retaining employees

Attracting and retaining the best people is one of the biggest challenges facing businesses today. While salary and benefits still matter, jobseekers are increasingly prioritising purpose. They want to work for companies that care – about people, the planet and doing the right thing. That’s where social value comes in.

What is social value?

Social value is about the wider contribution a business makes to society. It includes everything from tackling climate change and supporting local communities to promoting diversity and wellbeing. Businesses that embed social value into what they do are more likely to earn trust and loyalty from employees, customers and partners alike.

Why social value matters to employees

Purpose at work matters more than ever. Employees are asking, “What does this company stand for?” and “Am I proud to be part of it?”

A growing body of evidence shows just how much this matters. According to Deloitte, 90% of Gen Z employees say purpose is important to their job satisfaction. More than half research a company’s environmental and social impact before accepting a job offer. A significant 40% have left, or plan to leave, roles due to climate-related concerns.

But this isn’t just about Gen Z. Employees of all ages want to work for ethical, responsible employers. When people feel their work contributes to something meaningful, engagement and retention improve. A strong social value strategy helps build a workplace that people are proud to be part of.

Why social value matters to businesses

Beyond employee expectations, social value is becoming a critical business driver.

Customers, investors and supply chains are all paying attention. Procurement teams are asking for proof of your social and environmental impact before awarding contracts.

Showing leadership in social value can:

• Strengthen your brand and reputation
• Improve recruitment and reduce turnover
• Help win bids and meet ESG requirements
• Build trust with clients and stakeholders

Businesses that lead in this space are more resilient, more attractive to work with and better prepared for the future.

The growing influence of Gen Z

Gen Z, born between 1997 and 2012, is now entering the workforce in large numbers. They’re not just your newest employees. They are your future leaders, investors and decision-makers.

This generation has grown up in a world shaped by climate change, social justice movements and digital connectivity. As a result, they expect transparency, authenticity and purpose from the brands they engage with, and the companies they work for.

According to KPMG, 79% of Gen Z say they support brands that align with their values. Their influence is already reshaping consumer behaviour, corporate culture, and how organisations communicate.

If your social value message doesn’t connect with Gen Z, you risk losing out – not only on talent, but on relevance.

How to tell your story

One of the most effective ways to connect with your team and wider stakeholders is through storytelling. Whether you’re just starting out or already delivering great work, the key is to tell your story well.

Data is important, but it’s real experiences that connect. Share your wins, your challenges, and the real people behind the impact. It shows what your business stands for, and why that matters.

Ready to get started?

At Content Coms, we can help you understand your social value, shape your message, and communicate it with confidence. Our ESG services include expert support for social value and impact reporting, ideal for both internal teams and external stakeholders.

Want to understand Gen Z’s mindset and how to communicate with them more effectively? Download our Little Book of Gen Z – written by our own Gen Z team – for fresh insights into what this generation values most:

If your organisation is looking to tell your company story in a way that attracts and retains talent, we’re here to help. Get in touch to find out how we can support your communications strategy.