JOURNAL OF REGIONAL AND INTERNATIONAL COMPETITIVENESS JOURNAL OF REGIONAL AND INTERNATIONAL COMPETITIVENESS Журнал региональной и международной конкурентоспособности 2782-1927 103211 10.52957/2782-1927-2025-6-2-38-64 NATIONAL COMPETITIVENESS NATIONAL COMPETITIVENESS NATIONAL COMPETITIVENESS The role of ESG signals in attracting and retaining employees: evidence from top-tier Russian companies Роль ESG-сигналов в привлечении и удержании сотрудников: данные на примере ведущих российских компаний Иванов Александр А. Ivanov Alexander A. st063979@student.spbu.ru Высшая школа менеджмента Санкт-Петербургского государственного университета Graduate School of Management, St. Petersburg University 28 06 2025 28 06 2025 6 2 38 64 14 04 2025 11 06 2025 https://chemintech.ru/en/nauka/article/103211/view

В статье рассматривается роль сигналов в области экологии, социальной ответственности и корпоративного управления (ESG) в процессе привлечения и удержания сотрудников в ведущих российских компаниях. В условиях растущей значимости соответствия ESG-стандартам исследование опирается на теорию сигналов для анализа того, каким образом организации транслируют свою приверженность принципам устойчивого развития. Согласно существующим теоретическим подходам, эффективная ESG-коммуникация повышает репутацию компании и её привлекательность для соискателей, влияя на их намерение подать заявку на трудоустройство. С целью анализа текущей практики ESG-коммуникаций в компаниях-лидерах различных отраслей России используется тематический и контент-анализ. Исследование охватывает содержание ESG-отчетности и карьерных разделов корпоративных сайтов, а также оценивает присутствие ESG-сигналов в прямых коммуникациях с потенциальными сотрудниками. Результаты позволяют выявить наиболее часто транслируемые элементы ESG-повестки и разработать практические рекомендации для компаний, стремящихся повысить свою конкурентоспособность на рынке труда при одновременном продвижении принципов устойчивого бизнеса.

This article examines the role of Environmental, Social, and Governance (ESG) signals in attracting and retaining employees within top-tier Russian companies. As ESG compliance becomes increasingly essential for businesses, this study employs signaling theory to analyze how organizations communicate their commitment to sustainable practices. Existing theory suggests that effective ESG communication enhances organizational reputation and attractiveness to job seekers, ultimately influencing their intention to apply. To analyze, what is the current situation with ESG compliance communication to employees in leaders of their respective industries in Russia, we employ thematic and content analysis. By exploring the communication of various ESG practices in companies’ ESG reports and on their career websites, we map the structure of ESG signaling by top employers and presence of these signals in direct communications with potential employees. Through this process, we gain insights on which ESG practices are signaled to the potential employees most often, and develop recommendations for organizations aiming to enhance their competitive edge in the labor market while promoting sustainable business practices.

 теория сигналов; ESG-сигналы; ESG-отчетность; привлечение сотрудников; удержание сотрудников; тематический анализ; контент-анализ signaling theory; ESG signals; ESG reports; employee attraction; employee retention; thematic analysis; content analysis

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