NVIVO global results

1. Analysis main results from software:

Table 5: The categories found in most interviews

Name Sources References

Events, game employee participation 7 37 Communication of culture and values 7 31

Team spirit, family 7 26

Involvement in B Corp 7 17

Positive attitude, optimistic 7 13

Decision making short term 7 12

Be better, improve, evolve 6 22

Caring, helping 6 21

Flexibility 6 20

Attracting positive 6 13

If we look at the table above we can see the codes that are the most widely used across the 7 interviews. We can see that the code Events is the first one, this is because it is a question everybody answered positively and all of them have a lot of events and activities organized with or without the organization. This shows one thing, that for all those companies a work day is more than coming in for seven eight or nine hours, leave and go home. It is more than that. The second most important is the communication of culture and values, which means that the companies spend a lot of time on making sure the employees understand and adhere to the culture and the values. Regarding the values we can see that the ones that come back the most are the team spirit, with the positive attitude. The third and fourth would be improving and caring. Regarding the work content, all companies give decision-making power to their employees, at least for the short term. And almost all the companies offer flexibly. Regarding the discussion about B Corps we can say that all the companies interviewed are engaged in the community. And finally, between attracting, retaining and engaging talent, what almost all the

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companies seemed to be doing well is attracting talent. One might wonder why, if by being part of the above average B Corp community, engaging and retaining talent are not in this table. Of course, all those companies, attract, engage and retain talent, however, during the analysis, only above average, impressive examples were coded. Therefore, all companies attract talent, but only 6 of them are really good at it.

The most significant categories:

Going further we can look at the most significant categories across all interviews:

Figure 18: Hierarchy Categories for all the interviews

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As expected from the independent analysis of the interview, the most significant category is the WORK ENVIRONMENT. Inside this category, the sub-category communication of culture and values represents 20% and the 80% left are for the sub-category culture and values. The first thing we can say is that the significance of the culture and value is overwhelming compared to the other categories of the work environment (leadership, management and colleagues). Of course, the leadership or colleagues mentions can also be categorized as caring or team spirit for instance. The second thing we can say is that the communication of culture and values still represents an important part. It must not be a coincidence that all the companies present this behavior. The most significant values are the team spirit, family, which represents 22%. The second on is be better, improve, which represents 19%, closely followed by caring, helping with 18%. Afterwards the significant values left are positive attitude (11%), transparency (10%), environmental protection and openness, tolerance (both 7%).

We find that even if the work content wasn’t the second most significant category for each interview, it is globally. As predicted by the table 5 (p.73), the flexibility and the decision-making power are the most significant parts of the work content (40% and 38% respectively).

In the decision-making process, the short term represents 63% and the long term 37%.

Other important results to mention are regarding the B Corp discussion. We notice that the involvement in B Corp is the most significant sub-category, and the knowledge about B Corp comes second. However, one interesting point is that almost 50 percent of the knowledge about B Corp is negative and the other 50 positive. This is because not a lot of people know that the companies are B Corps, before applying for the job. This shows that the visibility of B Corp in Taiwan still needs to improve.

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2. Answering the 2 research questions

On which category of the Employer Value Proposition do B Corps Taiwan focus on to attract retain and engage talent?

The fact that all the interviews chose either the work environment or the work content to the first question. The fact that the results of the analysis shows that independently the work environment is the most significant discussion of the interviews. And the fact that globally the second most significant category is the work content allows us to say that B Corps Taiwan focus on work environment and content to attract, retain and engage talent. Moreover, we can say that the work environment is the most important one. Furthermore, we can even add that the B Corps Taiwan focus especially of the company culture and its values to attract, retain and engage talent.

How does the B Corp certification help companies in attracting and retaining talent?

Answering the second research question is more difficult. Indeed, the results are less conclusive on this matter. However, we can say that the B Corp certification has some effect on helping the company attract talent. Indeed, as we have seen in the independent results of the interviews, in 4 out of the 7 interviews, they were prospective employees for whom one of the reason they applied, was because they were B Corp. It is the case for Jia-Wei, Good Food, DOMI and Greenvines. Therefore, the certification helps to attract new talent.

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3. Answer the research question:

How do B Corps Taiwan attract, engage and retain talent?

This graph above shows for which interviews they were the most mentioned of attracting, retaining and engaging talent combined. From the results above it appears that the way to attract, retain, and engage talent is to demonstrate the team spirit value, the will to be better and to care.

As well as communicating on those values and in general.

Figure 19: Attract + Retain + Engage Talent Across Interviews

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We can see by comparing the first graph to the two above that the results are conclusive. Indeed, we see that the companies for which retaining, attracting and engaging talent is the most significant are first Greenvines and Jia-Wei then DA.AI And Winkler Partners. And when we look at the graph of communication and the one of the most important values, we see that the top 4 companies presenting the most those characteristics are the same.

Therefore, we can conclude that in order to attract retain and engage talent B Corps Taiwan build a culture where the team spirit is very important as well as continuously improving and caring about others. In order to build a team building spirit, the companies try to have a lot of communication, between managers and employees, and between department.

They also have a lot of events organized that employees participate to, and they trust their employees, give them decision-making power. This way the employees feel involved and are more engaged and less likely to leave the company. B Corps Taiwan show they care by listening to the employees, involving. They don’t want employees to think working is a chore. They also engage a lot with NGOs for instance.

Figure 21: Team spirit, be better and caring values

Figure 20: Communication and communication culture and values

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