By Megan Lane BBC News Magazine Forget salary, location, prospects - happiness is the new weapon in the drive to recruit the best and brightest new workers.
By Megan Lane BBC News Magazine Forget salary, location, prospects - happiness is the new weapon in the drive to recruit the best and brightest new workers.
The workers at Fruit Towers in west London are on a mission - to get the world drinking their tasty smoothies, and to have fun doing so. Fruit Towers is the quirkily named headquarters of Innocent Drinks, one of a string of fast-growing companies that sell themselves as happy-go-lucky and people-orientated.
The workers at Fruit Towers in west London are on a mission - to get the world drinking their tasty smoothies, and to have fun doing so. Fruit Towers is the quirkily named headquarters of Innocent Drinks, one of a string of fast-growing companies that sell themselves as happy-go-lucky and people-orientated.
Google is another. So too is Orange - especially now its "togetherness" ads are fronted by a pair of smiling wind-up toys created by Aardmann Animations - and the online bank Smile, and Ocado, the online supermarket partnered with Waitrose. Blazing a trail many years ago were the likes of Ben and Jerry's and Starbucks.
Google is another. So too is Orange - especially now its "togetherness" ads are fronted by a pair of smiling wind-up toys created by Aardmann Animations - and the online bank Smile, and Ocado, the online supermarket partnered with Waitrose. Blazing a trail many years ago were the likes of Ben and Jerry's and Starbucks.
WHAT MAKES US HAPPY AT WORK Top 10, in rank order Friendly supportive colleaguesEnjoyable workGood boss or managergood work/life balanceVaried workDoing something worthwhileMaking a differencePart of a successful teamAchievements recognisedCompetitive salarySource: Chiumento's Happiness at Work Index All eschew the sleek corporate image once associated with success, favouring instead cute hand-drawn logos and chatty spiels about the company ethos.
WHAT MAKES US HAPPY AT WORK Top 10, in rank order Friendly supportive colleaguesEnjoyable workGood boss or managerGood work/life balanceVaried workDoing something worthwhileMaking a differencePart of a successful teamAchievements recognisedCompetitive salarySource: Chiumento's Happiness at Work Index All eschew the sleek corporate image once associated with success, favouring instead cute hand-drawn logos and chatty spiels about the company ethos.
Not only does this seem to appeal to customers, it proves quite a hook for prospective employees. To be in employment is, for most of us, a given. And Britons work the longest hours in Europe. So why not try to make it sound as enjoyable and fulfilling as possible?
Not only does this seem to appeal to customers, it proves quite a hook for prospective employees. To be in employment is, for most of us, a given. And Britons work the longest hours in Europe. So why not try to make it sound as enjoyable and fulfilling as possible?
Innocent, with its booming sales and myriad staff benefits, makes much of what a happy place it is to work. And, no doubt helped by the company being named Guardian Employer of the Year in 2005, and being the top food and drink company in the Sunday Times Best Small Companies To Work For list, it has no shortage of applicants.
Innocent, with its booming sales and myriad staff benefits, makes much of what a happy place it is to work. And, no doubt helped by the company being named Guardian Employer of the Year in 2005, and being the top food and drink company in the Sunday Times Best Small Companies To Work For list, it has no shortage of applicants.
Established six years ago, it is growing at a rate of 150% a year, a pace the Sunday Times says is only sustainable because of the commitment of its staff - who in the paper's survey overwhelmingly agreed with Innocent's values and said they were proud to work there.
Established six years ago, it is growing at a rate of 150% a year, a pace the Sunday Times says is only sustainable because of the commitment of its staff - who in the paper's survey overwhelmingly agreed with Innocent's values and said they were proud to work there.
Innocent's head office... complete with table football in top-left cornerAll of which makes good business sense, as happy staff are said to be productive and motivated. And just as happiness is becoming a marker for governments, which have come to realise economic success, alone, isn't enough, so it is finding its way into corporate speak.
Innocent's head office... complete with table football in top-left cornerAll of which makes good business sense, as happy staff are said to be productive and motivated. And just as happiness is becoming a marker for governments, which have come to realise economic success, alone, isn't enough, so it is finding its way into corporate speak.
A new survey which set out to understand what makes for happy employees, found the most important factor is having friendly, supportive colleagues. Languishing in 10th place in the Happiness at Work index, conducted by Chiumento, a human resources consultancy, is a competitive salary.
A new survey which set out to understand what makes for happy employees, found the most important factor is having friendly, supportive colleagues. Languishing in 10th place in the Happiness at Work index, conducted by Chiumento, a human resources consultancy, is a competitive salary.
No surprise then that the recruitment section of Orange's website advertises "nicer call centre jobs" and lists a great sense of humour as a key quality for prospective employees.
No surprise then that the recruitment section of Orange's website advertises "nicer call centre jobs" and lists a great sense of humour as a key quality for prospective employees.
But happiness comes not just from having a laugh at work. Many employees want to know that they will be looked after, and that their employer has interests beyond the bottom line.
But happiness comes not just from having a laugh at work. Many employees want to know that they will be looked after, and that their employer has interests beyond the bottom line.
Cottage industry roots
Cottage industry roots
Google, the behemoth that fondly cherishes its cottage industry roots, receives a bewildering 100,000 job applications a month. With that many potential employees beating down its door, it can pick and choose the brightest, best-rounded candidates.
Google, the behemoth that fondly cherishes its cottage industry roots, receives a bewildering 100,000 job applications a month. With that many potential employees beating down its door, it can pick and choose the brightest, best-rounded candidates.
BEST BIG FIRMS TO WORK FOR 1. KPMG2. Barchester Healthcare3. Nationwide Building Society4. RBS Retail Bank5. Morgan StanleySource: Sunday Times Best Big Companies to Work For 2006. Survey based on staff satisfaction, and benefits such as flexible hours, pension provision etc Yes, it is a leader in its field and job seekers will flock to such a business. But it makes much of its co-founders' promise to make money "without doing evil", and that philosophy clearly exerts a strong appeal - earlier this month it topped Fortune magazine's list of 100 best US companies to work for.
BEST BIG FIRMS TO WORK FOR 1. KPMG2. Barchester Healthcare3. Nationwide Building Society4. RBS Retail Bank5. Morgan StanleySource: Sunday Times Best Big Companies to Work For 2006. Survey based on staff satisfaction, and benefits such as flexible hours, pension provision etc Yes, it is a leader in its field and job seekers will flock to such a business. But it makes much of its co-founders' promise to make money "without doing evil", and that philosophy clearly exerts a strong appeal - earlier this month it topped Fortune magazine's list of 100 best US companies to work for.
But the emphasis on happiness extends beyond businesses with metaphorical flowers in their hair.
But the emphasis on happiness extends beyond businesses with metaphorical flowers in their hair.
At RM, an educational software company based in Abingdon, HR director Russell Govan says job seekers are increasingly interested in office atmosphere, extra-curricular activities and company values.
At RM, an educational software company based in Abingdon, HR director Russell Govan says job seekers are increasingly interested in office atmosphere, extra-curricular activities and company values.
"I've worked in HR for a good quarter of a century, and in the past few years there's been a gradual shift. It's a generational thing. Young people are much fussier about where they work - how friendly it is, green issues, whether the company gives something back."
"I've worked in HR for a good quarter of a century, and in the past few years there's been a gradual shift. It's a generational thing. Young people are much fussier about where they work - how friendly it is, green issues, whether the company gives something back."
Now you're talking... "work" at the Googleplex, Google's HQSo as well as an application form, each prospective employee receives a DVD on office life and a chatty, informal spiel about staff satisfaction, eco-friendliness and opportunities to volunteer.
Now you're talking... "work" at the Googleplex, Google's HQSo as well as an application form, each prospective employee receives a DVD on office life and a chatty, informal spiel about staff satisfaction, eco-friendliness and opportunities to volunteer.
Software developer Chris Munday says that when he was recruited seven years ago, the social aspects of working at RM were emphasised.
Software developer Chris Munday says that when he was recruited seven years ago, the social aspects of working at RM were emphasised.
"With moving to a new area for the job, the social events and opportunity to work with like-minded people were crucial for me. I remember watching a video of the last summer party and being impressed by the scale of the event being put on to say thanks to the employees for their efforts."
"With moving to a new area for the job, the social events and opportunity to work with like-minded people were crucial for me. I remember watching a video of the last summer party and being impressed by the scale of the event being put on to say thanks to the employees for their efforts."
And it was persuasive.
And it was persuasive.
Flexible friends
Flexible friends
"I was offered the two graduate jobs I seriously applied for in my final year at university, and the focus on people and the right work/life balance was the thing that tipped the scales in RM's favour. The financial packages were similar but the people I met at RM were obviously enjoying their work."
"I was offered the two graduate jobs I seriously applied for in my final year at university, and the focus on people and the right work/life balance was the thing that tipped the scales in RM's favour. The financial packages were similar but the people I met at RM were obviously enjoying their work."
Everyday is bring your bike to work day at HowiesIn common with employers up and down the land - and with the blessing of politicians of all colours who claim to have our happiness [and productivity] at heart - RM has further loosened its flexible working options, knowing the benefits of giving staff the space for their lives outside work.
Everyday is bring your bike to work day at HowiesIn common with employers up and down the land - and with the blessing of politicians of all colours who claim to have our happiness [and productivity] at heart - RM has further loosened its flexible working options, knowing the benefits of giving staff the space for their lives outside work.
But few companies are quite so loose as the likes of Howies, a small company making eco-friendly clothes in Cardigan, west Wales, where staff can take "too nice to be here" days.
But few companies are quite so loose as the likes of Howies, a small company making eco-friendly clothes in Cardigan, west Wales, where staff can take "too nice to be here" days.
"We spend a lot of time at work so if you can make it as fun as possible, that's important," says co-founder Dave Hieatt, a former advertising copyrighter who left the London rat race for west Wales. "From a business point of view, people enjoying themselves are going to come up with better ideas, so it's common sense."
"We spend a lot of time at work so if you can make it as fun as possible, that's important," says co-founder Dave Hieatt, a former advertising copyrighter who left the London rat race for west Wales. "From a business point of view, people enjoying themselves are going to come up with better ideas, so it's common sense."
The company's website, catalogue and labels espouse these ideals, and Mr Hieatt says he's surprised at the calibre of person who asks to join the 20-strong team.
The company's website, catalogue and labels espouse these ideals, and Mr Hieatt says he's surprised at the calibre of person who asks to join the 20-strong team.
"When I get people from Patagonia and Apple asking - companies I put right up there - I think, 'great, do I take a pay cut to get them on board?' But there's not much to do in Cardigan, it's not Seattle."
"When I get people from Patagonia and Apple asking - companies I put right up there - I think, 'great, do I take a pay cut to get them on board?' But there's not much to do in Cardigan, it's not Seattle."
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