A staggering 31 percent of employees aged 18-34 now more likely to work for a business that took swift action against Russia, according to new research by Sensu.

A further 7 percent of respondents reported that they would go further still, either actively looking to change jobs, or having already resigned their role, as a direct response to their current employers’ inaction relating to Ukraine.

At the same time, a further 18 percent also reported being less likely to work for a business that took no action against Russia following their role in the conflict.

Also, 35 percent of employees report that a poor ethical track record would make them reconsider working for a business.

Ethical problems discussed range from gender pay, leadership and diversity.

Factors such as businesses’ reaction to the ongoing Ukraine conflict has contributed to a major shift in how staff view their employer.



Looking at evolving employee attitudes to work more widely, Sensu Insight’s latest Employer Brand Report reveals that pay is naturally still a crucial concern for younger staff amidst the ongoing cost-of-living crisis.

A large 50 percent of younger employees reporting that insufficient pay, or pay that does not align with their expectations, would stop them from working for a business.



However, ethics are also playing an increasingly-critical role, as evidenced by more than a third (35%) of employees reporting that a poor ethical track record would make them reconsider working for a business.

This was reported to be a bigger barrier than poor leadership (26%) or lack of growth (16%).

A further 23 percent reported that a lack of gender parity in pay would persuade them to consider leaving their current role, and poor workforce diversity was also cited by one in six respondents (17%).

Steve Leigh, managing director of Sensu Insight, commented: “Today’s graduate recruits will base their employment decisions on far more than just pay and benefits.  Employers are now waking up to the needs of the younger generation, and a revolution in employer branding is likely to follow.

“Factors such as diversity and inclusion in the workforce, investing in sustainable business practices and pay equality are no longer the sole preserve of ESG managers, but are rather front and centre of the battle to recruit the brightest and best talent in the years to come.”






Editor at HRreview

Amelia Brand is the Editor for HRreview. With a master’s degree in Legal and Political Theory, her particular interests within HR include employment law, DE&I, wellbeing within the workplace. Prior to working with HRreview, Amelia was Sub-Editor of a magazine, and Editor of the Environmental Justice Project at the University College London, writing and overseeing articles into UCL’s weekly newsletter. Her previous academic work has focused on philosophy, politics and law, with a special focus on how artificial intelligence will feature in the future.