Purpose-led employers have the edge in attracting talent

01 OCT 2026

Purpose-led employers have the edge in attracting talent

• 57% of all UK adults would choose an employer with a stronger sense of social purpose if salary and benefits were similar.
• Three-quarters consider a company’s purpose when deciding whether to apply for or accept a role.
• 41% would turn down a job with high pay where personal values didn’t match.

Over half of all UK adults (57%) would choose a purpose-led employer over one offering similar pay and benefits. This is according to new research from Benefact Group, the UK’s third largest corporate donor to charity, which has given more than £250 million to over 10,000 good causes since 2014.

The research, conducted by YouGov among 2,187 of UK adults on behalf of Benefact Group, comes as the Group, which is owned outright by charity Benefact Trust and gives away all its available profits, makes the case that purpose isn’t just a wellbeing add-on, but a genuine business advantage in the fight for talent.

Three-quarters of adults (78%) said a company’s purpose influences whether they apply for or accept a role, and 41% said they would turn down a higher-paying job if it clashed with their personal values.

More generally, across age groups. nearly two-thirds (65%) of adults said they would stay longer with an organisation whose purpose aligns with their own values, and 53% feel that a company’s mission boosts their pride and motivation at work.

When considering the most important elements of a company’s purpose, 70% highlighted employee wellbeing. In fact, only 13% of adults don’t consider purpose at all when choosing a new role, and 49% say a charitable purpose makes them more likely to recommend the company as an employer.

David Smith, Chief People Officer at Benefact Group, said: “We regularly hear from candidates that it’s our purpose that attracted them to Benefact Group. While pay and career opportunities remain important, people increasingly want to work for organisations whose values align with their own and where they can see the positive difference their work is making. Purpose is no longer a nice-to-have.

“At Benefact Group, purpose is at the heart of everything we do. As a business owned by a charity, all of our available profits are given to good causes. We also back up that commitment through the support we provide our people. Employees are encouraged to take paid volunteering time every year, receive an annual £200 donation allowance to support charities of their choice, and can access matched funding of up to £5,000 each year for personal fundraising efforts. These are tangible ways we help our people support the causes they care about and demonstrate that our commitment to making a positive impact extends beyond words.”

  –ENDS–

Notes to editors:
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2187 adults. Fieldwork was undertaken in 2026. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

For media enquiries, please contact:

Laura Rettie

Head of Group PR
laura.rettie@benefactgroup.com
07811 112069

About Benefact Group: 

Benefact Group is a specialist financial services group owned by Benefact Trust, a charity. Since 2014, the Group has given more than £250 million to good causes. The Group comprises over 40 award-winning specialist financial businesses spanning insurance, asset management and advisory and broking services, operating in the UK, Canada, Australia and Ireland. The Directory of Social Change has recognised Benefact Group as the third largest corporate donor to charities in the UK over the last decade.