The short answer? Yes, but it’s not that simple.

In the first three months of this year we’ve seen the removal of DE&I goals from companies' websites and the back tracking on equality commitments, climate matters and a whole range of other issues. It’s in this turbulence that B Corp has power. It becomes a beacon for talent that wants to work for a company that has ethics, and wears these ethics as a badge of honour.

But here’s the thing, talent is smart. Having a B Corp badge might get attention, but it’s not enough on its own. People want to see what’s behind the badge. What are you actually doing on the five impact areas that B Corp assesses? How do you ensure your agency operations help reduce environmental impact? How is your business giving back to your community? How do you support employees' financial security? When it comes to telling your B Corp story (or any story for that matter) it’s important to show not tell. It’s also important that these initiatives truly align to your values. Authenticity is key.

Because let’s be honest, not all B Corps are created equal. Some have brilliant cultures and walk the talk. Others? Not so much. Although they all start from the same place, that being to stand for more than just profit, a company's culture starts at the top.

So, if you’re a candidate, don’t get dazzled by the logo. Do your research. Ask questions. Lean on your recruiter if you’re using one. Use interviews to figure out what it’s really like to work there.

B Corp Is hard to attain and hard to keep

A lot of people don’t realise that becoming B Corp certified isn’t a one-and-done thing. With each recertification (every three years), a company has to up its game and improve its score. This should signal to job seekers the values the employer you are considering has. They must continue to improve their impact on the environment. They must continue to improve their positive impact for their people. That on its own is a beacon for a good employer.

If an agency wants B Corp to be a meaningful draw for talent, they need to show people what’s happening behind the scenes. It’s not about shouting, “We’re B Corp!” It’s about showing the impact, day in, day out.

Final thoughts

B Corp is a relevant tool for attracting talent in 2025. But only if you’re doing the work and being transparent about it. You still need to have a reputation for being a great place to work, and of course the basics, competitive salaries and a good internal culture.

People want to work somewhere with purpose. Somewhere they feel proud to be. B Corp can be part of that story. Show, don’t tell. Be real. Be authentic. That’s how you attract great people.