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There's a quiet truth that's hardly ever talked about in many boardrooms: people leave companies for lots of reasons. But one factor is a common thread in many changes. When doubts arise about an employer's sincerity, even an attractive job becomes fragile. This is precisely where sustainability comes in – not as a communicative shell, but as a yardstick for credibility.
In recent years, it has often been claimed that a green profile only plays a role in marketing. Current data paints a different picture. Companies that reliably adhere to ESG principles experience significantly more stable teams. McKinsey studies show declines in staff turnover of up to fifty percent (2023). This is not a coincidental effect, but an indication of how strongly practised responsibility strengthens loyalty to an employer.
At the same time, the talent market is becoming more discerning. Applicants no longer rely solely on career websites. They compare statements with concrete measures, monitor review platforms and listen carefully to how an employer is described internally. Sustainability is thus becoming a touchstone. It influences whether candidates accept an offer, whether teams remain motivated and whether a company appears reliable.
The crucial question, then, is how to prove that sustainability works. This is precisely where this article comes in. It shows which key figures make the success of a sustainable employer brand visible and why this measurability is one of the strongest levers in the competition for qualified specialists and IT talent today.
Sustainability as a differentiating factor in the competition for qualified specialists and IT talent
Expectations of corporate brands are changing significantly. Talented individuals want to know whether an organisation takes responsibility – and whether its stance is credible. This change is particularly evident in the technological environment. Skilled workers are more careful when choosing which employer to join. Sustainability is thus becoming a signal that goes far beyond ecological aspects.
Current data shows how pronounced this trend has become. A comprehensive study shows that more than two-thirds of employees prefer companies that act responsibly (StepStone 2023). This proportion is even higher in target groups with a technological focus. This is changing the competitive landscape. Companies no longer compete solely on salary or career opportunities. They are also compared on their behaviour and this behaviour is closely observed.
The impact of sustainability is felt on several levels. It influences trust in leadership, the attractiveness of the employer brand and the assessment of future developments. When employees recognise that a company takes ESG seriously, it changes their willingness to commit to long-term cooperation. Studies show a decline in staff turnover of up to fifty percent when sustainability is authentically practised (McKinsey 2023). This figure illustrates how closely responsibility and loyalty are linked.
At the same time, expectations are changing along the entire talent funnel. As mentioned above, applicants are paying more attention to whether an employer lives up to its promises. If sustainability is merely communicated as a message, it loses its impact. However, if it is made visible and consistently implemented, it strengthens an organisation's credibility. This is precisely where the difference lies. It is not the number of programmes that convinces talent. It is the attitude behind them.
In the competition for qualified technical and IT talent, a new distinguishing feature is emerging. Sustainability determines which employers are perceived as reliable. Companies that understand this gain a competitive edge. They attract people who are looking for an environment that takes responsibility seriously. And they reduce the risk of employees venturing outside the company due to uncertainty or scepticism.
Credibility as a success factor: how sustainability strengthens employer branding
Credibility is everything. It determines whether sustainability is effective in employer branding or merely remains a nice idea. Most candidates now recognise very clearly whether a company is just communicating or actually taking action. They compare statements with what is reported internally and with what is publicly visible. This new awareness is changing the impact of every employer message.
Sustainability only unfolds its strength when what is promised matches what people experience within the company. Studies show that employees are significantly more likely to stay if they perceive their organisation as responsible. This is reflected in turnover rates, which can be up to fifty percent lower when ESG culture is practised (McKinsey 2023). Such a development does not come about through individual measures, but through behaviour that is consistent in everyday life.
For applicants, credibility has become a central and critical decision-making factor. They pay attention to whether an employer is transparent about progress and challenges. They monitor review platforms and take advice from their network seriously. When sustainability is visible there, trust in the organisation increases. If this visibility is lacking, even good programmes lose their impact. This is because an employer brand is always measured by whether it corresponds to reality.
One point is particularly important here: sustainability signals orientation. It shows what a company stands for and how it makes decisions. This has a much stronger effect than communication campaigns. It influences whether candidates choose an employer because they recognise a perspective that conveys stability and meaning. One study in particular shows that companies with clear ESG principles are more often considered attractive employers. And in some cases, applicant response increases by 30 per cent when sustainability is visibly anchored (HBR 2022; Autodesk Case).
This effect is no coincidence. Credible sustainability addresses issues that have become important to many people: How responsibly do companies use resources? How transparent are their processes? And how seriously do they take issues that go beyond their own business? If the answers to these questions are consistent, it strengthens the employer brand in a way that hardly any other issue can achieve.
The KPI compass for sustainable employer branding
Sustainability only unfolds its full value when its impact becomes visible. This requires key performance indicators that show whether an employer brand actually delivers on its promises. Many companies measure individual indicators, but only a few capture the impact of their sustainability measures holistically. A clearly structured KPI compass provides guidance here. It combines perception, process efficiency and loyalty into a picture that decision-makers can use reliably.
The first area concerns attractiveness on the labour market. Here, it is possible to see how strongly a sustainable employer brand affects candidates. Relevant key figures are the number of qualified applications, the proportion of suitable profiles and the rate of accepted job offers. A StepStone study shows that employers with a clear ESG stance are significantly more likely to be preferred. These values form the basis for understanding how credible sustainability messages are received in the external market.
The second area focuses on the performance of recruitment. Efficiency and clarity in the process are crucial when sustainability becomes part of the employer brand. Key figures such as time-to-hire, process dropouts or the time span until successful recruitment show where sustainability has an impact. A strong employer brand has been proven to reduce the time it takes to fill a position because trust facilitates decisions (Universum 2025). This effect can be measured and used in a targeted manner.
The third area concerns retention. This shows how sustainability works internally. Retention rates, early turnover, engagement scores and internal referral rates are among the most important indicators. A stable ESG culture significantly strengthens loyalty. In some cases, turnover falls by up to fifty per cent (McKinsey 2023). These figures show how closely a sense of responsibility and retention are linked.
A fourth component of the KPI compass is brand perception. This includes sentiment analyses, kununu and Glassdoor ratings, mentions in trade media and the development of key reputation values. An authentic sustainability strategy has a particularly strong impact here because it provides orientation. When employees see that values are being upheld, referral rates and employer ratings increase.
Qualitative signals complement these figures. Feedback from interviews, information from the talent pool, and internal sentiment surveys show how credible a company is perceived to be. These observations enable conclusions to be drawn that pure series of figures cannot reflect.
The KPI compass thus reveals the impact of a sustainable employer brand. It shows how well a company is positioned in the competition for qualified specialists and IT talent, and it provides the basis for decisions that ensure long-term success.
What top performers do differently: lessons from studies and practical examples
Companies that achieve impact with their sustainable employer brand rarely follow a single principle. They combine attitude, transparency and consistent implementation to create an overall picture that is reflected in everyday working life. This creates credibility that is reflected in measurable results.
A recurring pattern is the clear link between sustainability goals and concrete decisions. Organisations that visibly anchor their ESG principles create structures that are more than just programmes. They align their internal processes with these principles and ensure that every decision remains compatible.
Another hallmark of successful employers is their transparency. They publish progress and challenges rather than just successes. This openness strengthens the confidence of people who are deciding for or against an employer. Harvard Business Review notes that companies with clear sustainability measures can in some cases increase applicant response by around thirty percent.
This development can also be observed in specific practical cases. Autodesk has specifically linked its employer brand to sustainability and realigned its processes. The effect was a significant increase in qualified applications. People who value responsibility and transparency responded particularly positively.
Internal anchoring is also striking. Successful employers create spaces where employees can take on responsibility. Sustainability does not remain abstract. It becomes part of projects and decisions. This involvement strengthens loyalty and promotes an environment that offers orientation.
Finally, top performers place a strong emphasis on measurability. They define key figures early on, review them regularly and continue to develop their measures. Applicant quality, time to fill, internal evaluations and public perception form a picture that shows how effective the employer brand has become.
This combination of attitude, transparency and consistency creates an employer brand that lasts. As a result, companies attract people who value responsibility.
Conclusion
Sustainability has become a criterion that is much more than just an add-on to employer branding. It has an increasingly strong influence on how people assess an employer, how secure they feel and how long they stay. Companies that make responsibility visible gain trust. And this trust has an impact on every phase of recruiting and collaboration.
Recent years have shown that talented individuals are looking much more closely. They pay attention to consistency, examine signals and compare statements with what is reflected in everyday life. Sustainability determines reputation and credibility. An employer brand gains strength when its attitude is recognisable and when this attitude is consistently lived out.
The impact can also be measured. Attractiveness, efficiency and loyalty paint a picture that clearly shows how sustainable an employer brand has become. Companies that use these values make decisions that secure their position in the long term. They create an environment that takes responsibility seriously, thereby strengthening the foundation for stable teams and successful recruitment.
Sustainability is an expression of how a company thinks and acts. And that is precisely what makes it one of the strongest factors in the competition for qualified specialists and IT talent.
Sustainable employer branding works when it becomes measurable.
Those who use the right key figures can recognise early on which signals convince talent and where the impact is felt.
👉 If you would like to know how to precisely measure the success factors of your sustainable employer branding and use them to develop a strong position in the competition for qualified specialists and IT talent, please feel free to contact us.
Sources
- StepStone (2023): Nachhaltigkeit auf dem Arbeitsmarkt.
- McKinsey (2023): Employee retention and ESG performance.
- Harvard Business Review (2022): Employees Prefer Sustainable Employers.
- Universum (2025): How to Measure Employer Branding ROI.
- PALTRON (2024): Sustainability in employer branding: How companies can score points with talented employees.
- Autodesk Case (2022): Employer Brand Impact Report.
