Laura Christie, Managing Director, Academic Work Finland
After a three-year break, equality, diversity, and responsibility have returned to the list of the most important attractiveness factors for employers. This is shown by the Academic Work 2025 YPAI study, which was answered by more than 3,000 highly educated early career professionals.
The last time this attribute made it into the top 10 most important attractiveness factors was in 2022, when the world and working life looked very different than they do today.
The open comments in the study, where respondents describe concretely what the attribute means to them, are a wake-up call. Among generation z, the concern about the realization of equality, diversity, and responsibility is strongly present.
"As a woman, I am taken as seriously as the men in the workplace."
"The company does not operate solely on the basis of profit-seeking, but also ethically and sustainably."
"Hate speech is addressed immediately and strictly." "Competence must be the deciding factor, not an assumption based on gender or name."
"People of different ages, from different cultures, and representing gender minorities are in leadership."
"Salary is not gender-based."
"A safe space and the opportunity to express oneself freely."
As I read the responses, I wonder, are we slipping back into a working life where credibility is gender-based, profit is sought at the expense of values, hate speech is overlooked, and homogeneity in the work community is desirable? I truly hope not.
When you strengthen DEI work, you strengthen your attractiveness – and through that, your business.
The YPAI study shows that a company's investment in equality, diversity, and responsibility carries a lot of weight in employer choice, even more than the company's industry or the location of the workplace.
As Managing Director, I understand that the extremely heavy last few years have taken focus and resources away from everything, including promoting DEI. I do not think that is right. However, the past cannot be changed.
Therefore, here and now is the most excellent time to roll up our sleeves to promote equality, diversity, and responsibility.
Laura Christie is the Managing Director of Academic Work Finland and a mother of two, who as a supervisor for 14 years has seen up close how young people's expectations for employers have changed – and how they shape the competitiveness of companies.