The labour market is evolving, and younger generations of workers in particular are paying increasing attention to the topic of ESG. Employees and candidates today are looking for more than just a salary. They want to be part of an organisation that reflects their values and aspirations, especially in the areas of sustainability and social responsibility. How do we use this in building our employer image?
ESG topics are becoming increasingly relevant to employer branding efforts. According to Michael Page's Candidate Pulse survey, up to 75 per cent of respondents want to work for an organisation committed to corporate social responsibility activities. The most relevant CSR values for young people are human rights, environmental protection and social responsibility. Consequently, companies with ESG strategies gain attractiveness in the eyes of potential candidates and contribute to increased commitment and trust among existing employees.
ESG and employer image
In the age of social media and the rapid flow of information, potential employees, customers and other stakeholders have easy access to material on companies' social responsibility activities. In order to create a strong and attractive employer brand, it is important to communicate the company's goals and mission and to share information about ESG activities. It is worth promoting the company's values, both internally and externally.
It has not been known for a long time that employees are the best calling card of any organisation, so they need to be aware of the activities undertaken by the organisation. Not only in terms of potential involvement in these activities, but also in terms of general knowledge of the direction the employer is taking. In this aspect, diversity, equity & inclusion (DEI) initiatives are key, as they promote diversity and equality, creating a working environment where all employees are treated with respect and valued for their unique contributions. Implementing such strategies is not straightforward and takes time, but it is an investment that pays off on many levels - from improved information flow, to increased employee loyalty and motivation, to positive brand perception in the labour market.
Key aspects in building an engaged team
Even the best-designed ESG strategy will have no chance of success without properly conducted internal communication. Internal PR enables the promotion of ESG values within the organisation, enabling discussions on current initiatives and future plans, and encouraging employees to share their ideas and opinions.
It is also important to collect feedback, analyse it and respond quickly to signals from team members, which contributes to creating a working environment where everyone feels listened to and valued. Employees can help create the ESG strategy and their voice and involvement makes it authentic, credible, consistent with the DNA of the company in question.
Another important aspect of the effectiveness of ESG activities is to measure their impact by developing clear indicators to assess the effectiveness of the initiatives undertaken. Examples of indicators could include the number of hours devoted to volunteering, employee engagement or the effects of social activities on local communities.
ESG in practice
ESG is an increasingly important topic for Good One PR clients. An interesting example of employee involvement in ESG processes is the initiative by Arup, a global expert in sustainable engineering, to build a green office in Warsaw. Arup employees influenced the choice of location for the new office, so as to estimate which location would emit the least CO2. They also took part in a sale of items from the previous office, becoming re-users of furniture not used in the new headquarters.
Arup also organised a series of special workshops where employees planted 70 seedlings receiving more than 300 plants. The office also has a micro-leaf farm and a hydroponic farm, among others, which employees use to use the crops to prepare healthy meals, helping to build their healthy eating habits. They are also surrounded by plants in the rest area, which encourages creativity and improves concentration skills. To encourage employees to move, Arup has also placed pull-up bars in one of the corridors and a table tennis table near the kitchen.
FM Logistic, an international logistics company, on the other hand, has over the years broken stereotypes associated with the industry by promoting the employment of women in positions that were traditionally reserved for men. A campaign promoting women's work in logistics, starring FM Logistic's female employees, showed that a proactive approach to social issues can be crucial in building a committed and diverse team. As a result, at the new warehouse in Głogów, women make up 60 per cent of the workforce, a significant achievement in the industry.
The Good One PR agency supported the communication of the above initiatives and was responsible, among other things, for the preparation and distribution of press materials, as well as recommending the submission of the above initiatives to industry competitions, such as the 'Rzeczpospolita Employer'.
ESG activities are not just part of a PR strategy - they are an integral part of a business strategy to build a stronger and more engaged team. Companies that effectively implement these principles not only gain in the eyes of employees and customers, but also contribute to a more responsible and sustainable business world.
