In today's world, sustainability is not just a trend - it is a requirement that shapes the decisions of candidates, investors and consumers. Environmental, social and corporate responsibility - which make up an ESG strategy - are increasingly determining a company's attractiveness as an employer. Therefore, ESG in employer branding is not just a valuable addition, but the foundation of effective employer brand communication.
Growing environmental and social awareness means that more and more people are looking for employers who are driven by values ESG. As the 'ESG Perception Index' report shows, as many as 39 per cent of respondents consider concern for the environment as a key aspect of doing business responsibly. In turn, according to the Michael Page 'Candidate Plus' survey, 75 per cent of candidates prefer companies that actively engage with the community.
ESG values as the foundation of organisational culture
Implementation of ESG principles in the company is not only about caring for the environment. It is first and foremost about caring for people - both employees and the local community. Companies that care about equal opportunities, flexible working conditions and team welfare gain a competitive advantage in the labour market.
In the context of employer branding inclusiveness and diversity are key. An example of the successful implementation of these values is FM Logistic. The company has broken stereotypes by employing women in operational positions in warehouses. Currently, at the Głogów branch, women make up as much as 60 per cent of the team. The campaign promoting diversity, in which female employees became brand ambassadors, showed that ESG can have a real impact on changing the company's image and its attractiveness as an employer.
Training and professional development as an investment in the future under ESG
Employee competence development is one of the important pillars of ESG. Companies that invest in education and training not only increase their efficiency, but also build stronger relationships with their team. According to Gi Group Holding's 'Labour Market Barometer 2024' report, nearly half of companies implement internal development programmes, and 17 per cent support education by subsidising learning.
T-Mobile Poland is an example of an organisation that actively supports the development of its employees. As part of the Development Festival, 165 training sessions were organised for more than 1,500 participants. The initiative not only increased the competence of the team, but also strengthened the company's image as a responsible and committed employer.
ESG in employer branding - long-term effects
The application of ESG strategies in employer branding activities brings benefits in many areas. Companies building the image of a responsible employer gain loyalty and commitment of the team, which translates into a positive working atmosphere and higher productivity. Moreover, ESG values increase the competitiveness of the brand in the market and influence purchasing and investment decisions.
Companies that consistently implement ESG-based strategies create a work environment that is conducive to development and integration, and their employees willingly become brand ambassadors. This proves that employer branding integrated with ESG is an investment in the stable and responsible development of a company.
