In a candidate-short market, employer brand is an essential piece of the recruitment puzzle.
Put quite simply, the quality of your ESG hires depends on the credibility of your sustainability story.
In other words, if your organisation talks the talk on climate, ethics, or social impact but doesn’t back it up then it will fall flat and you will lose out on great talent.
So, how do you ensure your employer brand attracts real green talent, not scepticism?
🌱 The Rise of the “Green-Aware” Candidate
ESG, sustainability or human rights professionals, are increasingly values-driven. In 2025, sustainability job seekers are more discerning than ever. They do their homework - and they ask tough questions when we approach them about a role:
- “Does the business have meaningful net-zero targets?”
- “How is sustainability embedded beyond reporting?”
- “Is there transparency around supply chain and human rights risk?”
If the answers don’t match the job spec or public messaging, credibility is lost.
🔎 Key stat: 62% of sustainability employers in the UK report that candidates are now asking deeper questions about organisational purpose and ESG strategy during interviews.
🚫 What Greenwashing Looks Like in Hiring
“Greenwashing” isn’t just a marketing issue anymore. It is also a talent risk. Here’s how it often shows up in recruitment:
- Vague job descriptions with buzzwords like “sustainability” or “impact” but little detail on actual responsibilities or budget.
- Over-promising ESG ambitions that don’t match Glassdoor reviews or public disclosures.
- No ESG leadership visibility. Candidates look for a credible CSO, board accountability, or cross-functional sustainability integration.
- Frequent re-scoping or pivoting of ESG roles post-hire, suggesting a lack of internal clarity.
Savvy candidates notice the disconnect. And they won’t want to pursue with their application.
✅ What Authentic ESG Employer Branding Looks Like
To attract real ESG and sustainability talent, employers must build trust, not just visibility. Here’s how:
Tell a Transparent Story
Share milestones, challenges, and what’s next. But do show your ESG journey in full and don’t shy away from addressing gaps or weaknesses. Candidates value progress over perfection.
Show Structure and Ownership
Highlight where sustainability sits within the organisation. Is there a clear team? Who leads it? What is their authority?
Be Honest About the Role
Don’t oversell the position. If the ESG strategy is evolving, say so, but be clear about the resources and commitment available.
Involve the Right People in Hiring
Top candidates want to speak with peers or leaders who live the sustainability agenda, as well as those who are driving it.
Demonstrate Impact
Use case studies or outcomes, such as emissions saved, human rights audits conducted, sustainable procurement wins, etc, to demonstrate the real-world impact of your ESG work.
🎯 Final Thoughts: why employer branding matters more than ever
In 2025, reputation and authenticity are your recruitment edge in ESG. As competition for sustainability professionals intensifies, the organisations that win talent will be those that are not just compliant but credible, transparent and purpose-aligned.
The takeaway?
Build an employer brand that ESG professionals trust and they’ll help build the future of your business.
Need help hiring ESG talent?
Please get in touch with our ESG, sustainability and human rights specialist, Adam Bond, for a friendly chat.
