Today’s graduates want to be part of something bigger

It’s so interesting, this new trend that shows that job seekers in today’s market are much more conscious of global issues and are increasingly expressing a preference for working in sustainable and responsible organisations.

Some of the research I found recently, backs this up and I have become more and more interested in the issue. To this end I also interviewed a few ambitious scholars from Rhodes University to find out what they think and assess if the international research also holds true in South Africa … and I managed to speak to a few big company representatives to find out what they think as well.

The research:
According to a 2010 US report entitled New Normal: Sustainable practice your future employees will demand, which surveyed 180 students in that country, recent graduates all want to work for organisations that demonstrate a commitment to sustainability and responsible practices.

Research published in the Harvard Business Review in 2009 also found that 75% of US workforce entrants saw social responsibility and environmental commitment as important criteria in selecting employers.

Here’s what my Rhodes University interviews revealed:
Masetshaba Faith Mpete, currently studying journalism and drama, said that she wants to work for a company that has good sustainability policies “because these companies have integrity and there is a certain pride that comes with being employed at such a company”.

Nwigwe Jacob Sunday, who is studying his bachelor’s degree in pharmacy, commented that he would not work for a company that does not have ethical and environmentally-friendly policies. This would be true for him even if it meant turning down more money and other benefits.

What the corporates had to say
According to Samantha Crous, General Manager of the CRF Institute South Africa, this is an emerging trend among graduate talent and young professionals that will challenge the branding and recruitment strategies of companies for years to come.

“A brand new ‘economy of meaning’ is emerging where the market place is driven by the supply and demand of ethics, positive development activities, and integrity. This is the new challenge that companies face in attracting and retaining younger, smarter generations of talent,” said Crous.

Joanna Preston from First National Bank, one of the companies profiled in the 2011/2012 Careers SA Guide, commented that students these days are generally more conscious of being socially responsible, having grown up hearing about the importance of issues such as climate change, poverty, education, etc.

“I think that fundamentally students and graduates needs have not changed that much. They are still interested in further training, international travel opportunities, and being able to really use their degrees in the workplace. However employers need to understand that today’s graduates also have a natural affiliation to sustainable companies because they have been exposed to messages about social issues and encouraged to make a difference,” she said.

Tania Thornton from Old Mutual, said that they continuously seek ways of enabling positive futures. “We are mindful of the changing environment that today’s graduates experience; as a result, our company continues to fine-tune ways of upholding its good reputation, while being a responsible corporate citizen. We appreciate that a sustainable company, with a proven track record, is usually the right fit for today’s students,” she said.

So graduates these days are entering the workplace with a need to know what employers offer and to see what companies view as important and how this matches with their life-view – and ethical environmentally-friendly companies it seems have the edge.