I've re-read the recent Accenture report around the shifting relationships between brands and consumers - and the fact that up to 64% of people will cease using the brand if they're disappointed with its words and actions around a social issue. 

What's equally surprising is the importance of how staff are treated in shaping consumer perceptions. 'A great culture', 'transparency' (with supply chain and employees) and 'treating staff well' provide the greatest level of differentiation - and willingness to pay a premium. Far higher than political or environmental factors. 

In the March issue of London Business School Review, Vodafone’s global organisation and people development director, Sharon Doherty, talks about the importance of purpose in the organisation’s digital transformation - and how its providing a common focus internally and helping attract and retain talent.

"Consumers are no longer making decisions based solely on product selection or price; they’re assessing what a brand says, what it does and what it stands for. They support companies whose brand purpose aligns with their beliefs. And they reject those that don’t."

This chimes with our work at TMP Worldwide where candidate feedback - especially from Millennial and Gen Z audiences - is shifting fundamentally around how employer brands are assessed and ranked by potential staff. 

So what's the takeaway? 

Take a cold, hard look at your Employer Value Proposition and check that it's anchored around the things that matter now - not yesterday.