Businesses could be missing out on the best possible candidates because they don’t do enough to promote their company’s values during the recruitment process, according to LinkedIn.

The research found that 52% of professionals surveyed in the UK highlighted a company’s goals and values as a key factor in their decision on whether or not to accept a job offer.

It is even more important among younger workers. Fifty-six per cent of 16-24 year olds said they are deterred by a lack of message around values.

LinkedIn said that only a minority of companies are addressing these concerns by conveying the company ethos during the hiring process.

More than a third (36%) of the HR and recruiting professionals that were surveyed said that their values are missing from their company’s website, whilst three-quarters (77%) don’t mention them on their LinkedIn company page.

Sixty-one per cent of recruiters said they don’t mention the organisation’s purpose while interviewing candidates and just 27% refer to it in job ads.

The report suggest that the issue could stem from a knowledge gap, with one in ten HR and recruiting professionals admitting they are unable to articulate the company’s values in the first place.

One in five respondents also claimed the company’s HR and marketing departments don’t work well together, or at all, to promote the company’s brand externally.

“UK companies risk falling into a values vacuum by not being clear on what they stand for or believe in. Today’s professionals are more informed and aware of the culture and purpose of potential employers, and are increasingly making career decisions based on these factors. Simple things like making sure your company values are reflected in job ads, mentioned in interviews, and included on your LinkedIn Company Page can help employers get noticed and make the difference when it comes to winning the best talent.”

Dan Dackombe, director of LinkedIn Talent Solutions

“Our experience recruiting top talent echoes LinkedIn’s findings. We invest a lot of time and energy in making sure we communicate our values effectively and authentically so that potential new hires know what Unilever stands for, including our purpose, culture and principles. Through a robust content strategy we have been able to give a real insight into life at Unilever. Having an authentic employer brand which engages with our current and future employees is one of the key ways we can attract and retain top talent.”

Jeroen Wels, vice president of organisation and talent for Unilever