Jennifer Jackson from Third Sector Jobs, explores how communicating your ESG policies can help you stand out as a charity and an employer.
By their nature, charities bring numerous benefits to society, but are you effectively promoting the good work you’re doing around environmental, social and governance (ESG)?
A recent report, What Does ESG mean for the Charity Sector?, by finance firm RSM, argues that charities face exposure on social media if their environmental, social and governance standards fall below public expectations.
It also warned that potential supporters will “readily move on” unless they’re more transparent about their environmental and social impact. This includes employees and jobseekers and so it affects your recruitment and retention strategy.
Whether it be ESG-specific roles you’re recruiting for or ESG policies you’re communicating through your internal comms and external recruitment marketing, make sure you’re letting all your stakeholders know about your commitment to diversity and inclusion, your sustainability initiatives and your social impact.
So, where do you start and how can you leverage your ESG initiatives to attract and retain staff?
1. Dedicate a section to ESG on your annual report
One of the most effective ways to communicate your charity’s societal impact is through a dedicated section on ESG in your annual report. Having a specifically labelled ESG section makes it easy for people to find out about your charity’s commitment to ESG, such as any sustainability roles you’re recruiting for and examples of the positive impact you’re having on society.
2. Bring your stories to life
But don’t rely purely on your annual report to communicate your ESG initiatives. Whether it be your website, social media channels or publications your audience is reading, position yourselves as thought leaders and bring to life the initiatives that are driving positive environmental and social changes. By sharing your successes you will be front of mind with potential employees, improve morale amongst employees within the charity and set an example for other charities to follow.
3. Be honest, transparent and authentic
Saying you’re committed to ESG does not automatically mean you actually are. Employees, jobseekers and investors are becoming increasingly scrutinising around authenticity, for example ‘greenwash’ - where organisations spend more time and money on marketing itself as environmentally friendly than on actually minimising its environmental impact.
Are you struggling to live up to the ESG ideals that you set out to achieve? It is vital to set clear and realistic goals and be transparent about your achievements, which should be based on facts. As a charity you have a unique advantage against the private sector in that you’re organically set up to have a positive impact. The challenge is to be ultra clear on what your charity’s social purpose is and ensure any corporate partners are the right fit.
4. Gauge perceptions
Do you know how your existing and future employees perceive your charity’s commitment to ESG? Conduct perception surveys to find out what they think, what they want and any ideas for initiatives they might want to contribute. By engaging your audience you will bring them on the ESG journey with you and result in a more collaborative workforce.
In this candidate-driven market, at a time when employees are increasingly looking for careers with meaning, charities can make the most of the rewarding career opportunities they offer by investing time and energy into their ESG strategy.
Talk to us about how Third Sector can help you build and communicate your employer brand or recruitment marketing to the charity sector. Email Joe Edmonds or the charity finance jobs team to discuss your needs and bespoke special packages.
Read more about how to rethink your employer brand in this downloadable e-book from Wonderful Workplaces. And check out the latest jobs here.