ESG criteria in companies: benefits on brand and human resources

Sustainability in business is becoming a fundamental pillar for every type of organisation, from small companies to large multinationals. Companies that choose to adopt ESG criteria bring added value to the company. The transition phase is a delicate process, as it involves many areas of the company (cultural, relational, economic, psychological, etc.). Companies that choose sustainability policies also perform better on Brand Reputation, as the transition also directly affects the brand of the company and its products. With this in mind, it is important to measure and communicate one's own performance according to ESG criteria.

The role of the HR Manager is critical in addressing corporate sustainability and innovating business processes to achieve sustainability goals. Its main functions include creating a sustainable corporate culture, selecting and training staff, implementing sustainable policies and practices and promoting employee engagement. In particular, HR managers are responsible for reconciling economic growth with respect for the environment, employee welfare and a positive impact on society. This implies adopting sustainable policies and practices that take all these aspects into account, not only to meet sustainability standards, but also to improve the company's image and reputation. Furthermore, HR Managers play an important role in the implementation of sustainability policies through the selection and training of personnel.

The sustainability (Environmental, Social, Governance) policies have a widespread impact on different sectors and aspects of the company. Adopting ESG criteria requires a cultural change, which imposes greater sustainability and adds significant value to all areas of the company, including human resources and marketing. The corporate brand also benefits from companies choosing sustainability policies, as it is directly involved. Indeed, the public's impressions of the company and its products change, thanks also to the support of social media. With a view to sustainable business, on 6 July the European Commission presented the Strategic Forecast Report 2023. This is a very important document that puts sustainability and well-being at the centre of the strategic agenda for the current year. In this context, 3Bee is moving towards a sustainable future with the Oasis of Biodiversity project.

The HR Manager has an important role in ensuring that sustainable policies and practices are integrated into all aspects of the organisation, including branding. Indeed, adopting ESG policies not only improves the company's environmental and social impact, but also brings added value to all areas of the business, including HR and marketing. The HR manager has an important role in ensuring that sustainability policies are integrated into all aspects of the organisation, including brand perception. Furthermore, corporate marketing can exploit the sustainability approach as a competitive advantage.

The adoption of ESG policies within the company brings significant benefits to human resources, with greater sensitivity to work-life balance issues and the introduction of welfare and work flexibility policies. In this context, 3Bee's team is constantly updated and supports companies on new regulations and innovative technologies that enable measurable and accurate results. The transaction has positive effects on the company and consequently on human resources. Specifically, three positive effects stand out:
a) talents become more interested in the corporate brand. Companies that adopt ESG policies;
b) employees feel positively involved in the company and are more motivated;
c) the professional value of employees increases with the acquisition of new skills and knowledge.

The company must identify the main ESG environmental, social and governance challenges that affect it and assess the impact of these challenges on its stakeholders; it must integrate ESG policies in all business activities, including human resources management, supply chain, production, marketing and finance it must involve internal and external stakeholders in the definition and implementation of ESG policies; it must monitor and evaluate the impact of ESG policies to verify the achievement of its objectives and identify areas for improvement. Furthermore, the company must communicate ESG commitment transparently to its stakeholders. Finally, it must monitor and adjust ESG policies on an ongoing basis.

The adoption of ESG policies directly involves the company brand. Involvement concerns the perception users have of the brand itself, which changes as a result of the adoption of ESG policies. Social media and today's media world make it easy for customers to know the company's style and vision. Knowing that a company has respect for the environment, contributes to the technological and cultural transaction of a community, performs socially responsible actions, supports vulnerable groups, etc., creates a positive image towards the community and consequently the brand becomes more powerful and can positively influence the competition.

Companies that adopt ESG policies strengthen their Brand Reputation, gaining the trust of consumers, investors and other stakeholders. The processes of sustainable growth and innovation are closely linked to ESG policies, which pushes companies to adopt new innovative practices, technology and new business models. This mechanism can lead to the improvement of financial performance in the long term with new market opportunities and a competitive advantage.

The integration of ESG criteria in marketing and human resources management offers countless advantages. In today's increasingly competitive and complex economic environment, it is essential to implement policies that strengthen our brand and support a greater commitment to environmental protection, society and governance, which will ensure sustainable and economic growth in the long term. This creates the need for company reporting with principles of transparency and sustainability. Learn more with 3Bee's guide to improving corporate practices.

The HR Manager has a strategic role in the company during the transition process, which translates into three steps: 1) the HR Manager, before adopting ESG policies with organisational and training innovations, has to prepare the cultural ground using also the support of coaching; 2) during the transition process of ESG policies, the HR department has to execute training plans and promote training activities with coaching, design intervention plans, elaborate surveys and involve all company stakeholders. 3Bee through its Employee Engagement & Education service allows employees to live the company mission and vision related to sustainability; 3) after the transition, the HR Manager, manages constant updates, news, and evaluates the tools adopted in the company and the company's climate and cultural impact. And this is where 3Bee fits in with Corporate Academies and Workshops.



Article edited by Angelina Tortora