Where it’s cool to work now

To view a version of this email in a browser, [click here](. INC. THIS MORNING Where it’s cool to work now Good morning, For more than a decade, Big Tech companies were prime destinations for idealistic college graduates. Recruiters from Google, Facebook, and the like systematically snapped up top talent--from computer scientists to English majors--promising big paychecks, lavish perks, and a chance to change the world for good. Small businesses trying to hire from the same pool didn’t stand a chance--until recently. On Saturday, the New York Times published a [detailed]( look at the “techlash,” a growing movement on college campuses against working for large tech companies. According to the story, those companies were still seen as ideal employers just three years ago. Now? Things have changed thanks to data privacy concerns, sexual harassment issues, human rights protests, and more. Here’s an excerpt: “Working at Google or Facebook seemed like the coolest thing ever my freshman year, because you’d get paid a ton of money but it was socially responsible,” said Chand Rajendra-Nicolucci, 21, a senior at the University of Michigan. “It was like a utopian workplace.” Now, he said, “there’s more hesitation about the moral qualities of these jobs. It’s like how people look at Wall Street.” To be clear, big tech companies aren’t exactly struggling to fill open positions. [LinkedIn data]( from 2019 shows that tech firms are still hiring entry-level employees at high rates. The same goes for financial firms, contrary to the above Wall Street comparison. Still, as the Times story notes, many students no longer view large tech businesses as a haven for social responsibility--and that opens up a golden opportunity for startups and small businesses. After all, many entrepreneurs specifically branch out on their own with the goal of effecting positive change. If you can convey that message to prospective entry-level employees, you might be in luck--even if you can’t pay as much as Google can. One recent Stanford graduate told the Times that some of her peers are actively pursuing jobs at startups in the health, education, and privacy industries--where “change the world” missions can feel particularly urgent. Similarly: In my own reporting over the past few months, I’ve been repeatedly told that flashy job perks aren’t nearly as important as they used to be. Rob Frohwein, co-founder and CEO of Atlanta-based alternative lender Kabbage (a two-time Inc. Best Workplaces honoree), [told me in November]( that having ping-pong tables in your office doesn’t mean anyone will actually use them. “First, you have to have people who genuinely want to drink a beer with one another, play a game with one another,” he said. This all adds up to some very good news: For the first time in years, you might have an edge in stealing top talent away from Big Tech. Get your culture, mission, and values in order. And then, go on your hiring spree. SPONSORED CONTENT [New Year, New You, New Jeans]( In Revtown’s book, 3 things make great jeans: comfort, function, and durability. That’s why their Decade Denim jeans are made with proprietary, Italian denim that’s tough as nails, but still mobile. The kicker? By working directly with the customer you get designer quality denim for [half the price](. HERE'S WHAT ELSE I'M READING TODAY: Casper’s IPO could keep investors up at night. [Here’s why](. --Inc. Related: [WeWork’s IPO debacle]( has investors securing some fascinating safeguards on their unicorn investments. --Reuters Meeting customers’ high expectations isn’t enough anymore. Here’s how the [best retailers]( are exceeding them. --Inc. Speaking of retail, Microsoft CEO [Satya Nadella]( says the industry’s future will be defined by one thing: data. --Yahoo Finance Away CEO [Steph Korey]( is back at the company, just weeks after stepping down. --The New York Times Be careful what you click: This Texas school district lost [$2.3 million]( in a phishing scam. --Gizmodo Jeff Bezos is getting slammed for his donation of [$690,000]( than he makes in five minutes--to the Australian wildfire recovery. --Business Insider And Mark Zuckerberg got slammed by actor [Mark Hamill]( who deleted his Facebook account on Sunday in protest. --Mashable --Cameron Albert-Deitch Reporter, Inc. How are we doing? Send me ideas and feedback for Inc. This Morning at [calbertdeitch@inc.com](mailto:calbertdeitch@inc.com?subject=) or on [Twitter](. [Click here]( to forward to a friend. This email was sent by: Mansueto Ventures 7 World Trade Center, 29th Floor New York, NY, 10007, [Unsubscribe]( • [Update Profile]( • [View in Browser]( • [Privacy Policy](