Is your client base a turn-off for top talent?

It's been a big year for the green movement in the PR industry. In June, the UN Chief called on advertising and PR agencies to stop working with fossil fuel clients. In July, Havas had its B Corp status revoked based on its contract with Shell. And, in August, our Latte Recruitment’s Salary Guide revealed that 60% of PR professionals now prioritise working for agencies that steer clear of fossil fuel clients. This isn't just a statistic; it's a clarion call that PR leaders cannot ignore. 

The big question for the PR industry is, will this have an impact on profits? And, when? I think the answer depends on which agency you are. The big network agencies are happy to walk the tightrope of collecting millions in revenue from the fossil fuel giants whilst keeping employees and other clients engaged in their brand. 

For the independents, being bold with their green credentials is a chance to attract the best talent and have a point of difference in new business pitches. A simple signing of a pledge like Clean Creatives is something these agencies can shout about from the rooftops. Making a move now could have a positive impact on their bottom line. 

Regardless of the size of an agency, they can’t ignore the climate concerns. With six in 10 PRs caring about the green ethics of their employer, there will be a point that attracting talent becomes so difficult agencies will need to reassess their values. After all, you can’t provide a service with no staff. 

Adapting your talent acquisition

The ethical concerns surrounding fossil fuel clients have tangible consequences for recruitment and retention. Top talent is seeking employers who share their commitment to a sustainable future. We're starting to see a willingness to ignore offers from big network agencies in favour of those that are doing right by our planet. As an industry, we need to recognise that ethical considerations are a powerful motivator for today's workforce.

To thrive in this new era, agencies need to adapt their talent acquisition and retention strategies. They can do this by:

• Walk the walk and articulate your values: Planting trees each year feels like a band aid to the new generation entering the industry. Instead, talent wants to see tangible commitment from their employer. I suggest PR agency leaders consider signing the Clean Creatives pledge, joining the Creatives for Climate Collective or becoming B Corp certified.
   
• Share stories for transparency: Tell your team when you’ve turned down a fossil fuel pitch or that you’ve won a new client because of the company you keep. When your team hears examples of where your agency is living by its values they feel inspired and engaged.
   
• Get the team involved: Ask the team about how they want to see your green values be brought to life. What actions do they want to see taken? Where can you be doing better? This will foster a culture of open communication and help you get an edge on your competitors.
   
• Re-think your volunteer days / pro-bono work: Many agencies have volunteer days or pro-bono work, and these are still an effective way to show your commitment to a good cause. But, I encourage you to think about how you can build this into your employer brand more effectively. Galvanising your team to focus on one project and maximise impact can be a differentiating factor when attracting talent. 

The growing sentiment against working with fossil fuel clients is a clear signal. As ethical considerations take centre stage, agencies that embrace sustainability will be best positioned to thrive. The future of PR is green, and we have the power to shape a more sustainable and equitable future for all. 

Dean Connelly is the founder and managing director of specialist PR & comms recruitment agency, Latte Recruitment.