4 Tips for Attracting Sales Candidates in the Sustainable Energy Industry

The demand for sustainable energy is growing at an unprecedented rate, with the industry seeing rapid expansion and transformation.

This is great news for the planet, but it presents significant challenges for businesses looking to hire, especially when it comes to sales roles. With other booming industries vying for top talent, it can be tough for sustainable energy companies to stand out and attract the right candidates.

While the need for technical roles often takes the spotlight, the reality is that as the sustainable energy industry grows, so does the demand for skilled salespeople. Sales teams are essential to help companies reach new markets, develop customer relationships, and scale their operations.

But with the industry facing a serious skills shortage, particularly in sales, how can businesses attract the best candidates?

Introduce Remote Working & Flexibility

Since COVID, flexibility has been a huge selling point, and it's something sales candidates are actively seeking out. While many sustainable energy companies have been hesitant to fully embrace remote working, it's time to reconsider. Salespeople in other industries are being offered plenty of flexibility, and if your company isn’t adapting, you risk losing top talent to competitors who are.

Remote working doesn’t mean your salespeople will never be in the office or attend in-person meetings, but it does offer them the autonomy to structure their workday in a way that fits their lives. Flexibility is particularly crucial for salespeople who often juggle various time zones and client schedules. This could mean allowing employees to start earlier, leave later, or work from home on days when they don’t have meetings scheduled.

Consider this: studies show that employees with flexible work arrangements are 45% more productive and report higher job satisfaction compared to those with rigid, office-based schedules (Harvard Business Review). Additionally, 74% of employees consider flexible work a must-have when considering job offers (Forbes). By providing remote and flexible options, you not only attract candidates but also retain them in the long run by promoting a healthy work-life balance.

The reality is that flexibility and remote working are no longer just "nice-to-haves" — they’re deal-breakers for many candidates. If you want to stand out in the competitive sales talent market, offering this level of autonomy is essential.

Improve Salaries & Benefits

If you’re a sustainable energy company competing with tech, finance, or other industries that offer higher pay packages, you need to level up when it comes to compensation. Salespeople are known for being motivated by financial incentives, and if your salaries and commission structures aren’t competitive, you’ll struggle to get their attention.

While offering sky-high salaries may not always be realistic, particularly for startups, you can offer other perks and incentives to make your compensation package more attractive. Benefits such as health plans, retail discounts and wellness programs can make a big difference.

Not to mention, salespeople are money-motivated and this doesn't just apply to a base salary but commission structure. Having a competitive commission structure that allows salespeople to see a clear path to earning more through hard work will really set you apart.

That said, it’s not just about the paycheck. Most sales candidates are also looking for companies that offer career progression and growth opportunities. If you market your business as one that helps salespeople develop, learn, and move up the ladder, you’ll attract candidates who are willing to see beyond the initial salary offer. After all, 78% of employees say they are more likely to stay with a company if they can see a clear career path (Medium).

Develop a Strong Employer Brand

One of the biggest advantages you have as a company in the sustainable energy industry is your purpose. You’re working towards a cleaner, more sustainable future and that resonates deeply with today’s job seekers, especially sales candidates who want to feel good about what they’re selling. Your employer brand should highlight the positive impact your company is making on the world.

Purpose-driven work is a huge draw for many salespeople, particularly Millennials and Gen Z, who are increasingly looking to work for companies that align with their values. According to research, 64% of Millennials won’t take a job if the company doesn’t have strong corporate social responsibility values, and 83% of Gen Z want to work for a company that makes a positive impact (Fortune).

Showcase the impact your business is having. Maybe you're a B Corp business or have wider commitments to your community - this is a great thing to showcase. This can be done through marketing your mission, sharing your success stories, and highlighting how employees contribute to the bigger picture.

When candidates see that your company is making a difference, they’re more likely to want to be part of that journey.

Keep Retention in Mind from the Start

Attracting great sales talent is only half the battle. Once you’ve brought them on board, you need to focus on retention — especially in an industry like sales where turnover rates are notoriously high. The average turnover rate for sales roles is 35% (Hubspot), much higher than most other positions. The cost of replacing a salesperson isn’t just financial; it also impacts morale, customer relationships, and momentum.

To truly retain top talent, your company’s internal environment must match the great employer brand you’re marketing.

If your workplace culture doesn’t reflect the values you promote, employees will leave. And when it comes to sales, culture and leadership play huge roles in retention. Too many salespeople are used to unsupported, cutthroat environments and want a positive change. So ensure you have systems in place that promote good values.

A purposeful company that values its salespeople will see better retention, better results, and better levels of engagement. When employees feel they’re part of something bigger and that their personal growth aligns with the company’s success, they’re more likely to stick around and thrive.

- Written by Tom Hardcastle

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