Rising to the real responsibility challenge

While companies put an increasing effort to ensure all the boxes in their ESG responsibility list have been checked, they often forget that in the eyes of the employees, it is the small, daily, tangible actions that often make the decisive difference.

TEXT: TIMO MANSIKKA-AHO

For the newest generation that is entering the workforce, responsibility at work goes without saying. How responsibility is implemented by the employees, however, suggests that a gap between generations is forming also in this sense.

Companies have grown accustomed to proudly presenting their responsibility reports, ESG sheets and other official proofs of a responsible workplace. At the same time, they come up short in turning pretty words into action.

“As the young generation makes choices between potential employers, they pay attention to what happens in companies on a daily basis”, Päivi Salminen-Kultanen, Head of Employer Branding at Oikotie Jobs, a part of Schibsted Group, explains. “That includes issues such as applying and interview experiences, adaptation into workplace, orientation, equal treatment, support and so on.”

Salminen-Kultanen says that while many pay serious attention to responsibility when it comes to consuming, traveling, circulation and sources of energy, responsible working life has remained equally abstract.

Responsible Workplace – a community that learns by doing

Oikotie is a digital marketplace where buyers and sellers, as well as employers and job seekers, connect. It also hosts Responsible Workplace – a community consisting of employers that have signed the principles of responsibility and are committed to further develop responsibility by exchanging ideas and learning from each other. The employers also share their stories and communicate their employer brand with Oikotie content marketing solutions and media.

A responsible workplace is built by tackling matters that need developing and by ensuring the ability to meet the right expectations at any given time. Communicating the results and achievements both internally and externally is equally important. Especially the young job seekers who are concerned of life at work, must be shown that the matters are handled in a responsible manner and that things are continuously improved. Responsible companies are an integral element of modern society, and they are willing to do their fair share for common good.

Especially at the times of labor shortage, working life must be made interesting and downright attractive. The time to start acting is now – companies that delay these decisions will inevitably be left far behind compared to those who roll up the sleeves and get down to work.

Päivi Salminen-Kultanen points out that while better and more responsible working life is an act of social responsibility, it has proven to improve the employer’s image in the eyes of job seekers as well.

“The conversion rate for the employers that have included the “Responsible Workplace” badge in their recruitment ad is significantly higher than for the ones without it. Proven responsibility clearly creates more interest towards the employer, resulting in more applications.” |

Find out more at tyopaikat.oikotie.fi/responsible-workplace

Päivi Salminen-Kultanen, Head of Employer Branding at Oikotie Jobs.