LONDON, 26 SEPTEMBER, 2018 – UK technology professionals prefer, and are more loyal to, CEOs who publicly discuss topical and controversial issues, according to a new study.
CEO Activism in 2018: The Tech Effect, commissioned by global communications and marketing services firm Weber Shandwick in partnership with KRC Research, surveyed 502 technology professionals – such as application developers and software engineers – working in a variety of sectors in seven global markets.
Across the world, the report found 82 per cent of tech professionals have a favourable opinion of CEO activists and over four in five (81 per cent) think CEOs have a responsibility to speak up about issues that are important to society.
“The new generation of technology professionals is a highly coveted group for companies in every market and every sector,” said Andy Polansky, CEO of Weber Shandwick. “Because of their highly specialised and advanced skill set, they are being hired in increasing numbers by employers of all sectors, not just traditional technology companies. Our study, a first of its kind among this select audience, provides further evidence that the momentum for CEO activism is not going away and CEOs are increasingly expected to take principled positions on societal issues.”
The report focuses on the opinions of 100 UK technology professionals finding:
- 86 per cent agree that CEOs need to speak out when their company’s values are threatened
- 77 per cent of tech professionals in the UK think CEOs have a responsibility to speak up about issues that are important to society
- 77 per cent of UK tech professionals expect that CEOs words should be followed by action
- 74 per cent would be more loyal to their organisation if their CEO took public positions on issues
- 70 per cent agree that employees expect CEOs to speak up on their behalf
- The top three issues UK tech professionals would like to hear CEOs speak out about are privacy and data protection, jobs/skills training and sexual harassment (65 per cent, 64 per cent and 62 per cent, respectively)
Rachel Friend, CEO of Weber Shandwick UK and Ireland, said: “Attracting and retaining the best talent in technology is one of the most demanding and cost-intensive challenges facing businesses in the UK. Often the responsibility falls with the HR department but clearly CEOs can play a vital role. By being vocal about important issues, CEOs can earn the respect and loyalty of employees. However, today’s workforce believes actions speak louder than words so it’s crucial CEOs not only talk the talk but walk the walk.”
Enthusiasm for CEO activism is high in all seven markets studied. Regardless of where tech professionals are geographically located, CEO activism is perceived overwhelmingly positive.
Favourability for CEO activism is also not limited to those employed by companies in the technology sector. Tech professionals who work for technology companies have a slightly higher favourability than those in non-tech companies (86 per cent vs. 81 per cent, respectively), although they have a more intense affinity for it, with significantly more saying they are “much more” favourable (44 per cent vs. 35 per cent).
“The overall similarity of professionals in and out of the technology sector suggests that these workers share values that transcend the industries they work in,” says Weber Shandwick’s chief digital officer Chris Perry. “In a complex, hyper-connected world, the next generation of technology-savvy talent is keenly aware of changing norms and prefer to work for leaders that are solving for commercial and societal challenges of tomorrow.”
CEOs Build Technology Employee Loyalty by Standing Up for Company Values
Nearly nine in 10 tech professionals – 88 per cent – agree with the statement, “CEOs need to speak out when their company’s values are violated or threatened” and, when asked why CEOs take public positions on issues, 35 per cent believe it is “to be open and honest about how an issue aligns with company values.” Clearly, there is an expectation for CEOs to represent the company culture and values in a very public and demonstrative way.
The link between company values and CEO activism among tech professionals cannot be overlooked. The stakes are high when a large 79 per cent report that they would be more loyal to their employers if their CEO took public positions on current issues and events. This deep level of loyalty is remarkably high across the markets in our study and in tech and non-tech sectors alike.
Women Technology Professionals Surpass Men on Favouring CEO Activism
On many key measures of CEO activism, female tech professionals hold even more positive views of CEOs speaking out than their male peers. On a statistically significant basis, they are more likely to agree that CEOs need to defend company values, they have a more favourable opinion overall of CEO activism and they are more likely to feel CEOs have a responsibility to speak out. Notably, 80 per cent of women say their loyalty to their employers would increase if their organisations were led by CEO activists.
The finding that CEO activism matters so greatly to women technologists is important, with implications for attracting women to technology professions and retaining them. According to a UNESCO report, fewer than 30 per cent of the world’s scientists are women, so any competitive advantage should be a consideration for companies today.
The Issues Global Technology Professionals Want CEOs to Address
The survey presented respondents with a list of 19 current issues and asked them to identify which ones they feel CEOs and other business leaders should speak out on and express their opinion. More than two-thirds of respondents globally cite these issues as the most appropriate for CEOs to address publicly:
- Jobs skills/training (74 per cent)
- Equal pay in the workplace (73 per cent)
- Privacy and personal data protection (72 per cent)
- Artificial intelligence (68 per cent)
- Globalisation (67 per cent)
- Gender equality (66 per cent) and healthcare coverage (66 per cent)
The leading issues – job training, equal pay and data privacy – are all ranked as the top three issues by tech workers in and outside of the technology sector, suggesting that these are professional issues, not specific to any industry-specific challenges. Interestingly, gender equality is more highly ranked by non-tech sector employees, and this is directly driven by women technologists in the non-tech group.
Top 3 Issues Technology Professionals Want CEOs to Address
Top 3 Issues Technology Professionals Want CEOs to Address
|Rank||Work in Technology sector||Work in a Non-Technology Sector|
|1||Privacy and data protection (82%)||Job skills/training (70%)
Equal pay in the workplace (70%)
|2||Equal pay in the workplace (81%)||Privacy and data protection (67%)|
|3||Job skills/training (80%)||Gender equality (64%)
Artificial intelligence (64%)
A Guide to Leveraging CEO Activism to Attract and Retain Technology Professionals
As the CEO activism movement builds momentum, companies have a rare opportunity to make an impact on tech professionals, who can be a hard to attract and retain segment.
“Although this tech segment acknowledges the risk of CEOs speaking up, they expect their leaders to be public advocates when it comes to issues that impact people’s lives,” says Weber Shandwick’s chief reputation strategist Leslie Gaines-Ross. “They also see CEOs who speak up as consciously building corporate reputation and doing what is right for society and the world.”
Based on our ongoing findings from the series of research Weber Shandwick has conducted on CEO Activism over the past three years, Weber Shandwick recommends that CEOs and their companies consider the following guidelines to make the most of the CEO activism opportunity, whether they choose to speak out publicly or not.
- Recognise the advantage of CEO activism when it comes to attracting and retaining technology employees. This select group of employees is highly enthusiastic about CEOs speaking out on today’s hotly debated issues. Notably, they express increased loyalty to an employer whose CEO is a public advocate.
- Make company values crystal clear, both internally and externally. CEOs and companies are finding that they need to be accountable to their values. Technology employees are particularly values-driven, with nearly nine in 10 believing a CEO has a responsibility to defend the values of his or her organisation.
- Take into account the issues that resonate most with tech professionals. Not surprisingly, tech professionals care most about issues that directly affect their jobs now but are also likely to consider the impact of technology on future generations of advanced technology professionals. The ongoing debate about responsible and irresponsible technology and its effects on society are not overlooked by this influential workplace segment.
- Understand the wide reach of CEO activism. It is not limited to the U.S. The desire for CEOs to speak out is highly desired by high tech professionals across the seven markets in our survey, despite the U.S. being the epicentre of the most notable CEO activist events of the past few years.
- Don’t overlook women technology professionals. On every level, their positivity exceeds the already high regard for CEO activism held by their male peers. At a time when companies are looking to attract more women technologists, CEO activism may be an advantage to promote in hiring activities.
About the Research
Weber Shandwick partnered with KRC Research to conduct an online survey of 502 adults who reported to be employed in one of the following professions: software/application developer, software engineer, web developer, database administrator, computer systems analyst, computer programmer, software QA engineer, network system administrator, business intelligence analyst or data scientist. The survey describes CEO activism to respondents as follows: “In the past year or so, some chief executive officers (CEOs, or top leaders of companies) have spoken out publicly and taken a stand on controversial issues. For example, CEOs have spoken up about social, political and environmental issues such as climate change, income fairness, same-sex marriage, immigration, gun control and discrimination.” The survey was conducted from May 9 – June 6, 2018 in the following markets: Brazil (n=50), Canada (n=50), China (n=102), India (n=50), Mexico (n=50), the US (n=100) and the UK (n=100).
About Weber Shandwick
Weber Shandwick is a leading global communications and marketing services firm in 78 cities with a network extending to 128 cities around the world. The firm’s diverse team of strategists, analysts, producers, designers, developers and campaign activators has won the most prestigious awards in the world for innovative, creative approaches and impactful work. Weber Shandwick was the only public relations agency included on the Advertising Age Agency A-list in 2014 and 2015 and the only PR firm designated an A-List Agency Standout in 2017 and 2018. Weber Shandwick was honoured as PRWeek’s Global Agency of the Year in 2015, 2016, 2017 and 2018, The Holmes Report’s Global Agency of the Year in 2010, 2012, 2014, 2015 and 2017, and The Holmes Report’s Global Digital Agency of the Year in 2016. The firm deploys deep expertise across sectors and specialty areas, including consumer marketing, corporate reputation, healthcare, technology, public affairs, financial services, employee engagement, social impact, financial communications and crisis management, using proprietary social, digital and analytics methodologies. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.
About KRC Research
KRC Research is a global full-service nonpartisan opinion research and strategy firm. A unit of the Interpublic Group of Companies (NYSE: IPG), KRC Research offers the quality and custom service of a small firm with the reach of a global organisation. For over 30 years, KRC Research has worked on behalf of corporations, governments, not-for-profits and the communications firms that represent them. Staffed with multidisciplinary research professionals, KRC combines sophisticated research tools with real-world communications experience. For more information, visit www.krcresearch.com.