Being a B Corp attracts top talent and boosts retention

Becoming a B Corp reaps benefits that often take businesses by surprise, one of these is worker retention and recruitment.

Basically, B Corps get first pick of the best talent, they retain existing staff longer, and staff are more engaged and productive.

We call this the B Corp ROI double whammy. There are many other surprise benefits of B Corp certification that we’ll cover in other posts. For this post, we’re looking at the ROI of B Corp on Recruitment and Retention.

Here’s what people say about working at a B Corp…

“Working for this organization marks the first time in my career where I’ve truly felt like my identity and values are embodied in the way in which my employer does business.”

“It feels like I’m just so much more than the work that I produce, and I’m valued for more than that.”

“As a team member, I feel more like a living creature who is cared about and working toward a common goal as opposed to a cog that is just working to meet the bottom line.”

While the reasons why people appreciate working at a Certified B Corporation differ by individual, they reflect the same guiding principle: Businesses that value the people who power their operations and, in turn, operate with their benefit in mind as well. It’s all part of the framework that businesses adopt when they go through B Corp Certification and legally commit to consider the impact of their decisions on their stakeholders: workers, customers, suppliers, community, and the environment.

Here’s how B Corp certification can positively impact worker satisfaction and retention:

1. Mission Alignment:
   • B Corps are committed to balancing profit with social and environmental responsibility. Employees often find greater job satisfaction when they work for a company that aligns with their personal values and contributes to a positive impact on society and the environment.
2. Employee Engagement:
   • B Corps often prioritize employee engagement initiatives. They create a sense of purpose and community by involving employees in decision-making processes and social responsibility projects. This engagement can enhance job satisfaction and create a positive workplace culture.
3. Fair and Inclusive Practices:
   • B Corps typically prioritize fair and inclusive practices, ensuring diversity and equal opportunities for all employees. Such practices contribute to a positive work environment, fostering a sense of belonging and satisfaction among workers.
4. Work-Life Balance:
   • B Corps often emphasize the importance of work-life balance, recognizing that a healthy balance contributes to employee well-being. This focus can positively impact job satisfaction and contribute to employee retention by reducing burnout and stress.
5. Transparent Communication:
   • B Corps are required to maintain transparency in their operations. Transparent communication fosters trust between employees and the company. When employees feel that they are well-informed and part of the decision-making process, it can contribute to higher job satisfaction.
6. Investment in Employee Development:
   • B Corps often invest in the professional development and well-being of their employees. Providing opportunities for skill enhancement and personal growth can enhance job satisfaction and make employees more likely to stay with the company.
7. Positive Brand Image:
   • B Corp certification enhances a company’s reputation as a socially responsible and ethical business. This positive brand image can contribute to a sense of pride among employees, increasing job satisfaction and potentially improving retention rates.
8. Competitive Advantage in Talent Acquisition:
   • B Corp certification can make a company more attractive to potential employees who prioritize working for socially and environmentally responsible organizations. This can help in attracting top talent, contributing to higher job satisfaction and retention.

In summary, B Corp certification can positively influence worker satisfaction and retention by fostering a values-driven culture, promoting employee engagement, and implementing fair and inclusive practices. The emphasis on transparency, employee development, and a positive brand image further contributes to creating a workplace where employees are more likely to stay and thrive.

Is your organisation ready to B Corp?

Certified B Corps are a new form of business that seeks to value people and planet while making as much profit as possible.

If you think B Corp might be for you, check out our free e-book “2B Or Not 2B: The What, Why & How Of B Corp Certification” here.