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• Published on 25 July 2025
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 11 September 2026
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Published on 11 September 2026
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There was a time, not so long ago, when the prevailing wisdom was that a miserable workforce was a productive one. The idea was to keep noses firmly to the grindstone, crack the whip, and watch the profits roll in. It’s a wonderfully simple, almost Dickensian view of the world. The only problem is, it appears to be completely wrong. It turns out that investing in companies that treat their people well isn't some fluffy, feel-good exercise. To me, it looks like one of the most pragmatic financial decisions you could make.
Let’s be brutally honest. As an investor, you’re not necessarily paid to care about whether Brenda in accounts enjoys her job. You’re paid to seek returns. But what if the two are inextricably linked? The data suggests they are. Companies with genuinely engaged employees, the sort who don’t dread Monday mornings, apparently deliver 23% higher profitability. They are also, on average, 18% more productive.
I think the logic is almost insultingly straightforward. Happy people tend not to leave. This slashes the enormous, often hidden, costs of constantly having to recruit and train new staff. They work with more purpose, which boosts output. They come up with better ideas, which drives innovation. And they are nicer to customers, which, surprise surprise, makes customers want to come back. It’s not rocket science, it’s just good business.
We’re also in the middle of a monumental power shift. For decades, the company was king. Now, the most talented people have the luxury of choice, and they are exercising it. They are actively choosing to work for businesses that offer more than just a paycheque. They want a decent culture, a sense of purpose, and a boss who isn’t a tyrant.
This has created a clear divide. On one side, you have companies that have become magnets for the best and brightest. On the other, you have businesses haemorrhaging staff, struggling to fill vacancies, and watching their institutional knowledge walk out the door every evening. As an investor, which side would you rather back? The numbers speak for themselves. Over the last two decades, companies lauded as "Best Places to Work" have, on average, outperformed the wider market.
This revolution isn't just happening on its own. It’s being powered by a whole ecosystem of companies that help build and maintain these superior work environments. You have the technology platforms, like Workday or Paycom, that provide the digital plumbing to manage people effectively, from payroll to performance reviews. Then you have the firms that design the physical spaces, because where you work still matters, even in a hybrid world.
It’s this collection of enablers, the businesses that are both workplace leaders and the architects of better workplaces for others, that presents a compelling theme. You can think of it as a basket of companies that understand this new reality, a sort of Workplace Revolution of corporate pioneers. They are the ones selling the shovels in this particular gold rush.
Of course, no investment is without its potential pitfalls. A sharp economic downturn could certainly see companies tighten their belts, and spending on employee perks and new HR systems might be the first to go. The technology sector is fiercely competitive, and what’s a cutting-edge platform today could be yesterday’s news tomorrow. The world of work is also subject to trends and fads, and companies must be nimble enough to adapt.
Still, I believe the long-term direction of travel is clear. The war for talent isn’t a temporary skirmish, it’s the new normal. The fundamental expectation that work should be a fulfilling, respectful experience is not going to disappear. Companies that ignore this will, I suspect, find themselves struggling, while those that embrace it may well be the market leaders of the future.
View the full Basket:Best Places to Work Index
View the full Basket:Best Places to Work Index
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
Published on 12 September 2026
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 11 September 2026
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Published on 11 September 2026
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