Employees are demanding more from their employers, but nothing is quite as magnetic as an attractive workplace culture, according to new research.

WorkBuzz’s State of Employee Engagement Report 2022 reveals that 45 per cent of UK employees and business leaders rank “a great culture” as the most important factor when looking for a new job.

The research was conducted with more than 300 UK business leaders, HR professionals and employees, and drew on insights from more than 400 UK organisations.

What else attracts talent?

A purposefully designed culture that delivers a great employee experience is the biggest priority for job seekers, followed by salary (31%) and interesting work (28%).

Flexible working location and opportunities for career advancement (both 27%) were ranked as the fourth and fifth most important considerations.

Steven Frost, CEO of employee engagement expert WorkBuzz, comments:

“Salary will always be important but, even during a cost-of-living crisis, the only sustainable way to win the war for talent is by creating a strong culture that powers a great employee experience.

“When people feel valued and a part of something meaningful, they have a sense of belonging and understand how they can contribute to the company’s end goals. Companies that achieve this are in a strong position when trying to attract the best people.”

What should organisations be doing?

WorkBuzz advises that to build an appealing culture, organisations must put key elements in place – including an inspiring purpose, strong values, continuous feedback, regular employee check-ins, recognition, and opportunities to learn and grow.

Frost adds: “Culture is your secret weapon and its power to draw new talent should not be underestimated. Yes, pay a fair salary and provide flexible working and advancement opportunities, but if your culture is substandard, it simply won’t create an employee experience that people choose to repeat day after day.”





Amelia Brand is the Editor for HRreview, and host of the HR in Review podcast series. With a Master’s degree in Legal and Political Theory, her particular interests within HR include employment law, DE&I, and wellbeing within the workplace. Prior to working with HRreview, Amelia was Sub-Editor of a magazine, and Editor of the Environmental Justice Project at University College London, writing and overseeing articles into UCL’s weekly newsletter. Her previous academic work has focused on philosophy, politics and law, with a special focus on how artificial intelligence will feature in the future.