To what extent is sustainability valued when choosing a workplace?

Abstract

In the current competitive business environment, organizations face a formidable challenge in attracting and retaining talented employees (Das & Baruah, 2013). Offering competitive salaries, comprehensive benefits, and nurturing a supportive work environment are recognized as essential factors that job seekers increasingly emphasize in organizations, whose work culture aligns with their values (App et al., 2012; Choice, 2023). This study examines the role of sustainability in employee attraction within Sweden, a nation widely acknowledged for its strong commitment to sustainable practices (Government Offices of Sweden, n.d.). It examines the extent to which sustainability is valued in comparison to other organizational aspects, while also exploring the impact of diverse sustainability initiatives on organizational attractiveness. The study reveals that while sustainability attains significant value among the majority of respondents, factors such as salary and interpersonal dynamics with colleagues may take precedence in decision-making processes. Notably, social sustainability initiatives emerge as particularly appealing, emphasizing the significance of organizational efforts in this field. Companies desiring to enhance their attractiveness as employers can effectively accomplish this by communicating their sustainability initiatives and integrating sustainable practices into their human resource management strategies. By increasing knowledge in the field of sustainable employer branding, this study contributes to the existing academic discourse and offers valuable insights for companies aiming to utilize sustainability strategies for attracting and retaining talented employees. Additionally, the findings in this study may have implications for companies operating in other countries aspiring to adopt sustainable practices.