Who Engages With ESG Content?
Wisdom’s employer brand data highlights clear differences across industries:
- ESG content resonates most with people in technology, environment, and banking.
- It performs worst in law enforcement, property, and aviation.
The takeaway? Don’t assume ESG messaging is universally relevant. Your strategy for employer branding should reflect where this content has credibility—and where it doesn’t.
Demographic Differences: Age and Gender
It’s not just industry that matters. Employer brand tracking also shows:
- Younger workers are more likely to engage with ESG content.
- Women show a stronger preference for ESG content compared to men.
This is crucial for employer branding strategy. If you want to attract younger or more female talent, ESG could be a powerful lever. But if you’re targeting other demographics, leading with ESG may not land.
What This Means for Employer Branding Strategy
ESG is not a one-size-fits-all message. The data shows that:
- In industries where ESG lands (tech, environment, banking), you should double down on it as a differentiator.
- In industries where it doesn’t resonate, ESG content should support—not lead—your employer branding campaigns.
- Tailor ESG storytelling to demographics that value it most, like women and younger workers.
The bigger lesson? Employer brand data helps you see through the buzzwords. Instead of guessing which messages work, you can track what resonates with different audiences and adjust your employer branding strategy accordingly.
Final Word
ESG matters—but only if you know where and with whom. Without employer brand tracking, you risk wasting time and budget on messaging that misses the mark. With data, you can see which audiences want ESG, which don’t, and how to tailor your employer branding strategy to land with both.
Want to know if your ESG story is resonating—or if it’s just noise? Book a demo with Wisdom.
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