ESG is the new business must-have.
2020 was the key catalyst driving more corporate leaders to put Environmental, Social, and Governance (ESG) standards and certifications on the table. From COVID-19 to rising demands for racial equality, to the constant reminders of the reality of Climate Change, executives spent 2020 responding with overt gestures – like pivoting their factories to manufacture medical devices or hand sanitizers.
Now ESG is emerging as a long-term enterprise strategy for growth and risk protection. Companies like Alibaba and Huawei are committed to socially responsible projects aligned with their core values such as rural development, or inclusive technology that connects people in remote areas.
ESG brings together leaders across every function to ultimately influence the opinions of external stakeholders like investors, customers, regulators, and communities.
However, as HR leaders know, the No. 1 stakeholder for any organisation making major transformation investments in ESG must be their own people. Employees are at the core of every relationship that makes ESG a success – from connecting with suppliers to serving customers, from engaging with connections in the community to building a meaningful future for the organisation.
As global consulting leaders in the people side of major business transformations, we offer 5 tips for ESG success that put employees at the centre:
1. Create an ESG “So What?” for the employees
The basics of human psychology show that people do not change unless they want or need to change. With any major shift in vision or strategy, leaders need to help ensure that employees not only understand how it benefits customers, the brand, and communities but also how it connects and supports the aspirations and purpose of employees at an individual level.
Leaders need to address the “So What?” for employees so that each of them can answer the question of what your ESG strategy means for them – and what they are responsible for to help make it happen. This includes helping to translate exactly what behaviours you expect of employees on a day-to-day basis. A good example here is Tencent’s latest “Value for Users, Tech for Good” because it serves to guide how employees should behave responsibly and with integrity.
2. Go beyond compliance – the ESG-centred culture change
If ESG is seen as simply requiring certification, compliance and oversight it is more likely to fail. Ideally, leaders want employees to embrace ESG not because of the “rules” but because it is part of the daily culture – the very DNA – of the organisation.
Take an element of ESG such as Diversity Policies, for example. Leaders will want to go beyond diversity as a hiring strategy, to strengthen the way the organisation culture embraces diverse experiences and ideas – both in the way you make and sell products and services AND in the way you invite employees to speak up with diverse perspectives and suggestions in areas such as sustainability and social justice.
3. Drive top-down and bottom-up behaviour change
To mitigate change management failure for any transformation, top leaders and people managers should have the tools and training required to help every individual embrace new ways of thinking and working – until they become unconscious habits.
For ESG, that remains critical. But at the same time, companies will enjoy greater ESG success by including bottom-up engagement. This includes getting front-line employees involved in generating ideas to bring ESG to life – which means they get to participate in helping to solve some of the most pressing challenges facing our society and our planet. The pride and excitement at being part of the ESG process are likely to influence how your front-line employees talk about your organisation to customers, suppliers, and even their own families.
4. Make ESG meaningful in your Employer Value Proposition
In 2021 and beyond, finding and keeping the best talent is incredibly important. Customers often make brand choices based on an organisation’s environmental and social policies – so do prospective and current employees. That is why the employee experience of your ESG strategy can be a boon for your talent attraction and retention goals.
In fact, multiple studies show employees prefer to work for purpose-led companies, and a majority would choose to work for a socially responsible organisation even if the salary offered was lower. The key, therefore, is to clarify the ESG priorities your organisation is committed to for environmental sustainability and social change, and exactly how individual employees get to play a role, be accountable, and share in the pride.
5. Leverage ESG to create resilience for the next disruptive crisis and beyond
As noted earlier, companies with strong ESG strategies in place – including people engagement across the enterprise – performed better during COVID-19 and attracted more investment. Companies are fast realising ESG is a force that will help companies build resilience through better corporate decisions and add value in the long-term.
Fully embedding ESG into purpose, culture and ways of working does not just better prepare your people and organisation for a future disruptive event such as another pandemic, financial crisis or significant social shift, it also rallies your people into conscientiously embracing personal responsibility for high-impact areas such as climate change, racial divide and responsible consumption.
Companies cannot afford to fail with ESG in today’s climate. They have to do change right the first time. So, by focusing on the most crucial part of any change – your people – HR leaders and executive teams can better ensure significant ESG change happens, and sticks.