Values & ethics | 1 in 5 candidates reject jobs over employer reputation

Poor employer reputation is actively costing businesses talent, with nearly one in five candidates refusing to apply for roles and 15% turning down job offers based on how they perceive a company.

New research from B2B PR agency Midnight reveals that employer brand has become a decisive factor in hiring, as employees increasingly apply a “values filter” when choosing where to work.

The study found that 82% of UK employees want their employer to reflect their personal values, and this expectation is increasingly influencing career decisions. Almost one in five (19%) respondents said they had chosen not to apply for a role because of a company’s poor reputation, while 15% had turned down a job offer. A further 13% said they had left a job altogether for the same reason.

The effect is even more pronounced among younger workers, with Gen Z and Millennials more likely to walk away from employers that fail to meet expectations.