Unilever, corporate purpose, and becoming an employment magnet

Forbes recently pointed out that when LinkedIn reported its list of "the most sought-after employers in the world" a few months ago, the companies in the #1 and#2 positions were predictable: Google, followed by Apple.

Unilever came in at #3, however, ahead of some of the usual suspects. Unilever CEO Paul Polman is convinced that his company, which draws about two million job applicants annually, has turned into a magnet for recruiting and retaining workers because it is considered a place of purpose. Under Polman, Unilever has stopped reporting its quarterly profits, and it resists giving earnings guidance to financial analysts. His own compensation is tied to how well the company is tracking against its long-range sustainability metrics.

--Laurent Larguinat

Marketing Trends for 2015, Part 2

Marketing trends for 2015, Part 1