Does Being ECO Help in RECRUITMENT?

DOES A COMPANY'S ATTITUDE TO THE NATURAL ENVIRONMENT AFFECT RECRUITMENT? AUTHENTICITY AND ENGAGEMENT

Organisations around the world are feeling growing pressure to introduce eco-friendly solutions into their operations. Increasingly, these are not only the demands of consumers, who turn away from companies that harm the environment, but also of employees and candidates. Social responsibility, ethics, and sustainability are becoming important factors in career decisions as well. However, authenticity and real action matter, not just declarations.

Both in our private and professional lives, we are increasingly aware of the challenges posed by ongoing climate change and of the actions that help prevent environmental degradation. While changing everyday habits does not require significant preparation, redesigning production and logistics processes, implementing a policy defining the rules of cooperation with suppliers, and aligning the business model with sustainable development goals is a complex project – especially for multinational corporations. It is therefore no surprise that the UN is already calling on companies to take appropriate steps to reduce the negative impact of their operations on the environment.

THE BUSINESS CASE

The business case

Many companies have already introduced solutions that have earned them the reputation of sustainable businesses, sensitive to ecological and ethical issues. This positive trend is primarily aimed at halting climate change. However, more and more is being said about the business benefits of such an undertaking. An eco-friendly approach offers the opportunity to reduce company operating costs – expenses related to energy purchases, office equipment (including printing paper), and wastewater discharge. Organisations are increasingly seeking office space in buildings that not only enable advanced waste segregation but also use solar energy and natural daylight, save water, and adjust air conditioning operation to the current use of a given space.

Energy-efficient, sustainable, and well-designed buildings also bring many other benefits. According to research by Cornell University, cited in Hays Journal 18, replacing artificial lighting with natural daylight results in up to an 84% decrease among employees in ailments such as eye pain and redness, headaches, and blurred vision.

– Research and market observations show that workspaces using natural elements, such as daylight and plants, have a positive effect on employees' well-being. We spend a huge part of the day at work, so the space we occupy should offer comfort and make it easier to perform our duties. An office that uses natural resources sustainably affects employees' well-being and thus their productivity, which is an undeniable benefit for the employer as well – explains Agnieszka Pietrasik, Executive Manager at Hays Poland.

Cost savings, increased efficiency, and greater employee satisfaction with the workplace are not the only business arguments in favour of running a more responsible operation. Business ethics and respect for the environment are increasingly an important factor shaping consumer decisions. Buyers are increasingly convinced that companies should engage in pro-environmental initiatives and take responsibility for any negative effects of their operations. Organisations associated with polluting the environment or unsustainable use of natural resources are today more exposed to losing customers than ever before.

RECRUITMENT WITH ECOLOGY IN THE BACKGROUND

Recruitment with ecology in the background

Recruitment with ecology in the background

Representatives of the youngest generations are particularly sensitive to this issue. According to research by Deloitte, climate change is one of the main concerns of Millennials, and as many as 42% of respondents started or deepened their relationship with a brand because they believed the company's products or services have a positive impact on the environment and society. This attitude is also reflected in the career decisions made by candidates. Young employees increasingly expect something more from a workplace than an attractive salary.

– Representatives of the youngest generation value the purpose and meaning of their work more than position, money, and other material benefits resulting from working with a given organisation. Millennials want to identify with the organisational culture and the values the company upholds. When this is achieved, the frequent result is greater engagement and loyalty to the employer. In the face of recruitment challenges and elevated turnover, this represents enormous value for companies – explains the Hays Poland expert.

Running a socially responsible business is for many candidates a solid argument in favour of working with a given company. Moreover, according to Hays Poland research, organisational culture, which also includes the ethics of the business conducted, is the most important factor influencing job satisfaction or the lack thereof. This is also the reason why employees decide to change jobs. At the same time, given how important climate issues are in public debate, a company's attitude to pro-environmental actions is gaining additional significance.

– Candidates who can choose a job offer at a company with an effective and advanced policy of counteracting environmental degradation, or a proposal to work with an organisation that does not have such a policy, will very often choose the first option. Employers should take this into account and adapt to the new needs communicated by candidates. Otherwise, they may lose the chance to work with specialists who have valuable and hard-to-find competencies – adds Agnieszka Pietrasik.

AUTHENTICITY ABOVE ALL

Authenticity above all

For a responsible business policy to have a beneficial effect on recruitment and employee retention, it must be reflected in the organisation's actual actions. Companies declaring their commitment to preventing climate change cannot expose themselves to accusations of so-called greenwashing, that is, creating the misleading impression that they operate in accordance with ecological principles. Thus, organisations that deliberately exaggerate their commitment to running a sustainable business not only lose the trust of potential consumers but also of candidates.

Authenticity is important for another reason as well – employees are able to do more for a company whose actions they believe in and identify with. Pride in one's work is not only a form of reward but also one of one's career goals. Employees convinced of the authenticity of the declarations made by the employer are more willing to participate in the company's CSR activities and internal initiatives related, for example, to reducing waste production or saving energy in the workplace, and to take on the role of brand ambassador and of the organisation as an honest employer. However, it is essential to build among employees the conviction that their involvement in pro-environmental actions – both at the workplace and in private life – is important and necessary for improving the condition of the natural environment.

– If we successfully engage employees in pro-environmental projects, we can ultimately expect an increase in the company's overall activity in this area. Employees come up with initiatives on their own, proposing participation in volunteering and original educational projects aimed at promoting appropriate attitudes among co-workers. However, this will not be possible without the support of management, which should give climate issues the appropriate priority – concludes Agnieszka Pietrasik of Hays Poland.

Summary

Companies that genuinely engage in pro-environmental actions gain an advantage in the labour market – candidates, especially representatives of younger generations, increasingly choose socially responsible employers. According to Deloitte research, 42% of Millennials started or deepened their relationship with a brand because of its positive impact on the environment; they apply similar criteria when choosing a workplace. Hays Poland experts emphasise that the authenticity of CSR policy builds employee engagement and loyalty, turning them into brand ambassadors.

An additional advantage of pro-environmental solutions are operational benefits – for example, natural office lighting reduces employees' health complaints by as much as 84% (Cornell University research), which affects productivity. However, a lack of real action risks accusations of greenwashing and the loss of candidates' trust.