The Impact of Sustainability on Your Employer Brand

At Link Humans, our goal is to help you understand why someone would want to join and stay with your company. The better you know your reputation as an organization, the easier it will be to attract the right people and get them to stay around.

To this end, we conduct research and analysis to turn sentiment into data, analyzing over a million data points of an employer brand to create the Employer Brand Index. At its core, the index measures what current and potential employees care about and what the chances are that they will say something about it.

We also use this methodology to study trends in employer branding and attracting talent that may have implications for the future of the industry. We have previously examined the role of Diversification and inclusion in 20 leading technology companies in the US, The state of Innovation and technology at the top 10 US banks, And how employer brand values ​​have changed During the plague.

For our latest research, we are examining How environmental, social and governance (ESG) principles affect the employer brand And why they are more important than ever, especially as we begin to recover from COVID-19. In our latest podcast, I met Olivia Thompson, our accountant, to discuss the results of the study.

What our data tells us about ESG

In creating our index, we go through an extensive process of classifying interpretation according to positive and negative sentiment, “says Thompson.” From these comments, we further classify them into our sixteen employer brand characteristics. “

While reviewing our data for the first quarter of 2021, we noticed that ESG was a significant motivator of positive interpretation. “85% of the comments about this feature are positive,” Thompson reports, and it is also the second most-mentioned feature on social media. This combination of something that is likely to be talked about in a positive way and widely shared is powerful when it comes to your employer brand. This makes ESG a great motivator for a positive impact on your overall score in the Employers Brand Index.

Why sustainability should be a key part of ESG initiatives

In her study, Thompson found that sustainability, in particular, accounted for 23% of all ESG positive mentions in the first quarter of 2021. Whether you were talking about reducing plastic use, striving to be carbon neutral or starting climate change initiatives in other ways, both workers and candidates Paying attention.

ESG initiatives also have a strong connection with another high achievement from the first quarter of 2021: mission and goal. Candidates, employees and graduates are likely to talk about the organization’s mission and purpose, and the interpretation has been largely positive.

“From a talent and productivity pull perspective, maintaining a strong ESG agenda is generally important both for keeping current employees motivated and for attracting new ones,” Thompson says. Research the future of work from PwC Backs up this sentiment, and finds that 65% of people around the world want to work for an organization with a powerful social conscience.

Activate your sustainability message

Our data also allow us to contextualize this information about who says what, which can help you understand how to prepare a plan for activation and impact. 46% of the positive responses to sustainability came from senior management, and 90% of them occur on social media.

Senior management should lead the responsibility in discussing existing initiatives and ESG on social media. In the meantime, your team should look to leverage a variety of channels, hashtags and campaigns to boost activation – and track your success. “People’s stories go to interest,” Thompson says, “and if the conversation is positive, you should try to amplify it as much as possible.”


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