Have you ever had a great candidate reject your offer but you couldn’t quite put your finger on why? It might’ve been your values. A recent Deloitte study shows 41% of Gen Z have turned down an employer because of personal ethics or beliefs. That’s not a shrug – it’s a signal.
Here’s how to listen, lean in, and lead from your values:
#1 Start with real values – not just words
Gen Z can see through buzzwords fast. They don’t just want a mission statement – they want to witness your values at work. Use stories – stories about your community impact, fair hiring decisions, sustainability efforts. When values live in your everyday actions, candidates don’t just understand them. They feel them.
#2 Build bias-busting practices
Creating an inclusive hiring strategy and employer brand isn’t just a nice-to-have. It’s essential. Our recent Stop the Bias report offers a hands-on blueprint for embedding fair hiring practices. It includes:
- How to get a better, fairer result
- Finding the right benchmarks
- Leveraging tech to enhance DEI
- Adopting a skills-based approach
That’s real, practical guidance – built for SMEs ready to get inclusive.
#3 Practice what you preach
A purpose-driven message loses its power if it’s not backed up. Deloitte’s survey shows 40–44% of Gen Z and Millennial workers have left jobs lacking purpose. SMEs can’t afford hypocrisy:
- If flexible hours are in your brand promise, let people log off at 5 pm.
- If you’re an inclusive workplace, show your commitment to diversity in recruitment by sharing team stories and elevating voices from underrepresented groups.
- If sustainability matters, make small but visible gestures – recycling stations, eco-friendly breakrooms, local partnerships.
- Consistency here is everything. It’s not about grand gestures – it’s about building a culture of values-driven recruitment every day.
#4 Listen, learn and pivot
Employer branding is a two-way street. Build in feedback loops to improve the candidate experience:
- Candidate surveys after the interview asking “Did our values come through?”
- Exit interviews that specifically ask if ethics played a part.
- Team check-ins – do your current people feel you live those values?
The answer might lead to tweaks: more clarity around purpose, stronger policies, or fresh ways to communicate impact. And every adjustment makes your brand stronger.
Lead with ethics – authentically and effectively
Yes, Gen Z is putting their foot down, but here’s the good news: you can move fast, be transparent, and connect personally. Combine values-led storytelling, Stop the Bias action plans, and tools like Tribepad Gro – and you’re not just avoiding rejection, you’re attracting the right people.
Let’s build employer brands that stand for something real – and make hires who stand with you.
Tribepad is the trusted tech ally to smart(er) recruiters everywhere. Combining ATS, CRM, assessment, video screening, compliance, onboarding, analytics and a fully-integrated AI assistant, our talent acquisition software is a springboard for fairer, faster, better recruitment for everyone.
B-Corp certified and multiple-award-winning (like Best ATS for Enterprises and Tech Company of the Year), Tribepad is trusted by organisations like Hotel Chocolat, cardfactory, Greggs, Tesco, Subway, DFS, Met Office, and Home Bargains.
