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A company's bad public image doesn't just hurt a business's reputation with consumers, it also tarnishes it for prospective employees, a new study finds.
Research by Corporate Responsibility Magazine found that 75 percent of Americans would not take a job with a company that had a bad reputation, even if they were unemployed.
Elliot Clark, CEO of Corporate Responsibility Magazine, said employees want to align themselves with organizations that do more for society than just increase their bottom line.
"Even during a time when Americans face many fiscal challenges, most people would rather continue their search for employment than work for a company that has questionable business practices or ethics," Clark said. "The survey results demonstrate that there is a cost of bad business behavior, which significantly affects the ability to attract and retain people."
The study, which was conducted in conjunction with Allegis Talent2, found that nearly 90 percent of employees would consider leaving their current jobs if they were offered another role with a company that had an excellent corporate reputation.
Of those willing to work for a company with a bad reputation, the research found that, on average, it would take doubling an employee's salary for them to make such a jump.
Randolph Gulian, executive vice president and general manager for AllegisTalent2, said companies must recognize that a positive corporate reputation is extremely high on the list of must-haves for the American workforce, especially as they examine career paths or future employment opportunities.
"Today's chief executives at companies across the globe, regardless of size, continue to put more energy and resources behind the improvement of their corporate responsibility and sustainability programs," Gulian said. "More than ever, they understand that these efforts trickle down to sales, save money and improve asset values."
The research was based on surveys of more than 1,000 adults over the age of 19 living throughout the continental United States.