More than half of UK employees say seeing their organisation featured in the media or winning industry awards makes them feel prouder to work there – but almost half believe their employer does not celebrate success enough internally.
The findings come from HR Unhooked 2025-2026, the latest employer brand research report from PR agency Unhooked Communications. The report surveyed over 2,00 UK adults and explores how media coverage, awards, internal communications and culture shape where people choose to work and stay.
The research highlights that 59 percent of jobseekers look for recent news about an organisation before deciding whether to apply, while 40 percent say award wins influence their decision to apply for a role.
Yet when it comes to internal recognition, many employees feel in the dark, suggesting businesses are missing a vital opportunity to boost engagement and loyalty.
Claire Gamble, managing director at Unhooked Communications, said: “The data shows that external reputation and internal pride are closely connected. When businesses achieve positive media coverage or win awards, it boosts employee motivation and pride, as well as attract top talent – but the benefit is lost if teams are not told about it.
“Celebrating success should not just be a marketing tactic, it is a powerful way to engage, retain and motivate employees.”
The report also explores which channels employees prefer for updates, what topics they care most about – from pay transparency to training opportunities – and how businesses can use PR and internal communications together to create a workplace people want to be part of.
