EMPLOYEE-DRIVEN BRANDING FOR SUSTAINABILITY: STRATEGIC LEVERAGE IN TALENT ATTRACTION AND ORGANIZATIONAL IDENTITY

Abstract

In the contemporary era of environmental awareness and purpose-driven employment, organizations are increasingly challenged to integrate sustainability into all aspects of their operations. One emerging strategic response is the integration of sustainability into employee branding, where employees act as authentic representatives of an organization’s environmental, social, and governance (ESG) commitments. This study explores the potential of employee branding as a transformative tool for enhancing employer attractiveness, fostering employee engagement, and supporting long-term organizational legitimacy. The article addresses the growing importance of aligning corporate identity with sustainability values, particularly in sectors where skilled professionals prioritize ethical and purposeful work environments. The main objective is to investigate how sustainability-integrated employee branding influences talent attraction and reinforces organizational reputation in competitive labor markets.  The research employs a mixed-methods approach. Quantitatively, a survey was administered to employees and HR professionals across 60 companies in Europe’s IT, finance, and manufacturing sectors to assess perceptions of sustainability in branding and its effect on employee advocacy and employer appeal. Qualitatively, case studies were conducted in three leading sustainable firms to uncover best practices and strategic insights. Semi-structured interviews and thematic analysis were used to evaluate organizational narratives and internal culture. Results indicate that sustainability is a significant driver of both internal motivation and external brand reputation. Employees who experience authentic ESG practices in their workplace are more likely to advocate for their employer, contributing to a credible and impactful employer brand. Key findings show sectoral variations, with IT and finance leading in ESG integration and digital employee advocacy, while manufacturing lags. Furthermore, employees under 35 were especially responsive to sustainability narratives, showing higher engagement and alignment with values-driven branding. Companies with clear ESG communication and participatory initiatives saw enhanced loyalty, increased candidate interest, and stronger internal cohesion. The practical value of the article lies in its provision of a strategic framework for implementing employee branding for sustainability. Organizations are encouraged to embed sustainability in employee experience, reward systems, and internal storytelling, thereby turning employees into co-creators of brand value.