Sustainable employer branding: attract, engage, and inspire with Impact

In today's job market, employer branding is no longer just a competitive advantage. It has become the foundation of how companies are perceived. The organizations that stand out are those that put sustainability at the heart of their identity.

We believe sustainable employer branding is not about marketing campaigns or polished ESG reports. It’s about showing, through real action, that your company cares about people and the planet. When sustainability is authentic, it attracts talent, builds loyalty, and creates a culture employees are proud of.

Why sustainability belongs in employer branding

Employees want purpose. Especially younger generations like millennials and Gen Z expect their work to align with their values. Surveys show that many would not join or stay with a company that ignores social and environmental issues.

It strengthens retention. Employees who see their work tied to real-world impact feel more motivated and connected. When sustainability is part of company culture, it reduces turnover and builds loyalty.

It boosts reputation. Employer brands that highlight sustainability are perceived as more innovative, trustworthy, and future-ready. Candidates don’t just ask what job will I do here? They also ask what does this company stand for?

How we help companies build a sustainable employer brand

We support organizations that want to integrate sustainability into every step of the employee journey. These companies don’t just talk about sustainability, they embed it into onboarding, rewards, recognition, and communication.

• Employee rewards with impact: Instead of vouchers or gift cards, many teams now celebrate milestones with tree planting, plastic collection, or coral restoration. Employees love receiving something that creates a positive ripple effect.
  
  
• Onboarding with purpose: New hires are welcomed with a tree planted in their name. It’s a simple gesture, but it sends a strong message from day one: this company stands for more than profit.
  
  
• Turning performance targets into positive action: Teams link business goals to impact projects. For example, each sales milestone might trigger the planting of 1,000 trees. Success is no longer measured only in numbers but also in visible, lasting contributions.
  
  
• Collective campaigns: Many customers run yearly initiatives where employees contribute to a shared company forest. Watching it grow on an impact dashboard fosters pride and team spirit.
  
  
• Transparent communication: Certificates and dashboards show exactly how many trees were planted or how much plastic was collected. These updates make the impact tangible and visible to everyone.
  
  

What sustainable employer branding looks like in practice

Sustainable employer branding comes to life when companies turn everyday touchpoints into opportunities for impact. Job ads highlight sustainability commitments to attract purpose-driven talent. Onboarding rituals connect newcomers to company values from day one. Employee recognition goes beyond money, showing appreciation through meaningful gifts that benefit the planet.

When impact becomes part of everyday culture, employees start sharing it with friends, family, and even on LinkedIn. That’s when employer branding stops being an HR slogan and becomes a story employees tell themselves.

Building a strategy for sustainable employer branding

The first step is to define your values clearly. Employees and candidates need to know what your company stands for, and sustainability must be more than a line in a brochure.

From there, start small but authentic. Plant a tree for every new hire. Celebrate birthdays with impact gifts. Recognize performance with projects that restore ecosystems. These simple gestures create traditions employees can connect with.

The next step is to communicate openly. Show the results of your sustainability programs in newsletters, meetings, or dashboards. Share not just the wins, but also the journey. Transparency builds trust.

Finally, measure and adapt. Track participation, employee feedback, and how your employer brand is perceived in the market. Sustainable employer branding is not a one-off project, it’s an evolving practice that grows stronger over time.

Proof that it works

More than 600 companies are already working with us to integrate sustainability into their employer branding. Together, we have planted over 3 million trees, supported plastic collection, and restored coral reefs.

For example:

• One client replaced traditional employee rewards with impact projects. Engagement soared, and employees were prouder to share their recognition moments.
  
  
• Another company turned training and learning into impact by planting trees for every completed course. Professional growth and environmental progress were celebrated side by side.
  
  
• Several partners now run collective “impact campaigns,” building company forests that symbolize teamwork and shared values.
  
  

These stories prove that sustainable employer branding isn’t abstract. It’s practical, visible, and deeply effective.

Final thoughts

Employer branding has always been about reputation, but in today’s world, it’s about values. A sustainable employer brand doesn’t just attract talent, it builds loyalty, inspires engagement, and proves that work can create real-world impact.

With us, companies can move from saying to doing. From onboarding to employee rewards, impact becomes part of the everyday experience. And that’s when employees don’t just work for you, they advocate for you.

Ready to make sustainability the strongest part of your employer brand? Let’s create programs that show your values, inspire your people, and leave a lasting impact on the planet.

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From Impact with love,

Dr. Hannah Schragmann

Chief Transparency Officer