Zion & Zion Study Reveals HR Practices That Resonate Most With Potential Customers and Employees

A new study from the market research team at Zion & Zion, a top-ranked, full-service, national marketing agency, explores the impact that a company’s internal business-related and HR practices has on potential customers’ purchasing behavior and potential employees’ desire to work there.

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The Zion & Zion study reveals noteworthy findings for businesses considering their HR practices:

• The No. 1 ranked internal/HR practice that would most entice customers to patronize a company was “They create great products and services,” which was ranked highest by 28.7% of respondents, followed by “They treat employees well” (21.7%) and “They compensate employees above the minimum wage” (13.9%).

• The top ranked internal/HR practice that would most entice people to want to work at a company was “They treat employees well,” which was ranked first by 30% of respondents. Next were “They compensate employees above the minimum wage” (19.1%) and “They offer excellent healthcare benefits” (14.3%).
• There are significant differences between generations when it comes to the internal/HR practices that entice customers. Baby Boomers and Generation X chose “They create great products and services” as their No. 1 answer. Millennials and Generation Z place more weight than older generations on various policies related to employee compensation, recycling and environmental protection, supporting local causes, workforce diversity and sexual harassment.

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