The power of purpose in attracting talent

With a growing number of people wanting to work at a company with a mission, companies like Northvolt have the upper hand. According to a 2021 Deloitte survey, nearly half of Gen Zs and 44% of millennials intend to choose their work based on their personal ethics — and climate change is a high priority.

“I think the main attraction has been that when we started, we were the first in Europe to want to build a completely green battery company. I believe it is still a major draw for people applying to join us. As well as being part of something from scratch,” Borstedt says.