Why Greenwashing Is Repelling Sustainability Candidates
Candidates in the energy and sustainability sectors aren’t just looking for jobs - they’re looking for purpose.
We've noticed that these professionals are drawn to companies that not only embrace sustainability in their branding but live it out in every facet of their business. They’re quick to spot and be put off by companies that "greenwash" their image without a real commitment to sustainable practices.
In fact, nearly 60% of job seekers report they’re drawn to companies with clear, active sustainability initiatives. Yet, around 40% say they’re sceptical of sustainability claims in job postings due to a rise in greenwashing, where companies make misleading or overstated eco-friendly claims (World Economic Forum).
In this blog, I'll dive into what greenwashing looks like in this industry, how candidates see through it, and what companies can do to build authentic relationships with today’s eco-conscious talent.
Spotting Greenwashing in the Energy Sector
In the energy sector, greenwashing can take many forms, from vague claims about “100% green energy” without a clear plan to meet those standards, to brands highlighting token recycling programs without further environmental commitment. And candidates can tell when it’s just talk.
They’re looking beyond buzzwords for proof that sustainability is a core part of a company’s operations - not just a PR strategy.
A 2022 McKinsey survey highlighted that only 12% of energy companies’ environmental claims are fully substantiated by third-party verification (World Economic Forum). As companies try to keep up with the rising demand for green products, some fall into the trap of exaggerating their eco-friendly efforts.
Yet, for candidates, nothing is more off-putting than a company claiming to be green on paper but failing to walk the walk internally.
What Does Greenwashing Look Like?
Overly Bold Claims
For example, "carbon-neutral by 2030" without specific benchmarks. These promises may sound good, but without transparent, measurable steps, they come across as hollow.
Token Efforts
Some companies may promote eco-friendly perks, like cycle-to-work programs, but lack a comprehensive sustainability plan or have little internal accountability.
Lack of Certification
Energy companies that are serious about sustainability back it up with industry-standard certifications, like B Corp, or they are partnered with other organisations to ensure metrics are tracked and they're held accountable. When these are missing, candidates may interpret it as a lack of real commitment.
Candidates Are Doing Their Research
Today’s candidates are more discerning than ever, often diving into a company’s environmental practices long before the first interview. They’re examining whether sustainability values are consistent across platforms.
They look for:
Transparency and Detail
A public annual sustainability report with clear, quantitative metrics reassures candidates that a company’s commitments are genuine. Companies that provide specific stats on their carbon footprint or resource use show a commitment to measurable progress.
Employee-Led Sustainability
Candidates also pay attention to employee-led green initiatives, as they reflect the company’s willingness to integrate sustainability into its culture. Platforms like Glassdoor allow them to see if employees believe in the company's green values.
This push for transparency is also linked to retention.
Studies show companies with industry-standard environmental certifications like B Corp have 25% less turnover in sustainability-related roles, showing that authenticity builds both loyalty and engagement (World Economic Forum).
How Companies Can Build Authentic Sustainability Initiatives
So, how can companies in the energy and sustainability space align their values and practices to attract top talent?
Here are some steps to ensure your company’s sustainability claims reflect real impact:
Set Transparent, Measurable Goals
Showcase both candidates and employees clear, quantifiable targets - like reducing your carbon footprint by 15% per year or committing to 75% renewable energy by 2025. Regular progress reports can build confidence in your brand’s commitment.
Get Certified and Stay Accountable
Obtaining certifications like B Corp is a significant step in demonstrating your dedication. These third-party verifications aren’t just credentials; they show candidates you’re committed to high standards and are being held accountable by industry benchmarks.
Involve Employees in Sustainability Efforts
Candidates want to see sustainability as a team effort. Encourage employees to participate in eco-initiatives, such as waste reduction programs or sustainability-led volunteering, that reflect your company’s commitment to positive environmental impact.
Promote Environmental Transparency
Share your sustainability practices openly, whether it’s through an annual report or a dedicated sustainability page on your website. Candidates respond positively to companies that are transparent about where they are on their green journey - even if there’s room to grow.
Building a Brand That Candidates Trust
Today’s candidates in energy and sustainability want a job with purpose, but they also want transparency and authenticity. They know the difference between a company that prioritizes real change and one that’s simply riding the green wave.
For companies looking to attract and retain top talent in this space, the solution is clear: build a culture rooted in genuine environmental responsibility and transparency.
These candidates aren't expecting to work at the perfect, most sustainable company, but they're looking for one that's authentic and intentional about improving.
- Written by Tom Hardcastle
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