The modern labor market is changing faster than ever before. Employees—especially younger generations—expect more from their employers than just stability and attractive salaries. Increasingly, values such as environmental care, social responsibility, and transparency are becoming key. Therefore, companies that want to effectively build their employer brand should incorporate ESG aspects into their employer branding strategy. This article shows how to practically embed ESG values in communication with current and prospective employees.

Show Genuine Commitment

Authenticity is today’s currency of trust. Candidates and employees are increasingly sensitive to greenwashing—claims of eco-friendly actions without real efforts behind them. Companies that genuinely undertake ESG initiatives—such as measuring and reducing their carbon footprint, promoting diversity, or supporting local communities—should communicate these efforts clearly and transparently. Data, examples, and results matter. For example, instead of saying “We are eco-friendly,” it’s better to say: “In 2024, we reduced CO₂ emissions by 12% thanks to the modernization of our vehicle fleet.”

Engage Your Employees

Implementing an ESG strategy is not just a management obligation—it’s a great opportunity to strengthen team engagement. Employees who can participate in social initiatives, sustainability workshops, or eco-challenges feel a stronger sense of purpose and connection to the company. According to McKinsey & Company’s report, The organization of the future: Enabled by gen AI, driven by people (2021), companies with high employee engagement are up to 23% more profitable. Investing in ESG activities involving your team means investing in loyalty and efficiency.

Communicate What You Do

Well-planned communication of ESG activities is not pushy advertising—it’s transparent reputation building. Regularly share information about initiatives on your website, LinkedIn, or job postings. It’s especially worthwhile to create a dedicated “Sustainability” section where candidates can find concrete examples of actions, reports, and employee testimonials. Increasingly, these elements—more than just salary ranges—determine whether candidates hit the “apply” button.

Incorporate ESG into Onboarding and Company Values

Sustainability should be present from day one. During onboarding, show how ESG is embedded in the company’s DNA—both in its strategy and daily operations. This can include presenting climate goals, ethical principles, diversity codes, or procurement policies. New employees who understand and identify with ESG values early on engage faster and build stronger relationships with the organization.

Sustainability Is an Investment in People

Integrating ESG into employer branding is no longer optional—it’s a necessity. It’s not only a way to attract the most talented candidates but also a recipe for long-term loyalty, motivation, and innovation within the team.

In a time when the labor market is evolving faster than ever and competition for skills is fierce, authentic sustainability efforts are among the most effective ways to build a competitive advantage. And importantly—not only in the eyes of investors but, above all, in the eyes of people.

If you want to define your ESG strategy or start reporting on sustainability efforts, contact us. We will help you translate ESG values into concrete actions and support you in building a responsible, modern brand. Together, we’ll make your commitment to sustainability a real asset—both for your employees and your business.

Author: Dariusz Postument (Junior ESG Specialist at ESG Institute)

ESG Institute Sp. z o. o.

info@esginstitute.eu

Rondo ONZ 1,
00-124 Warszawa

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