How leading professional services firms are communicating values

Written by Caitlin Roxburgh

While there are plenty of in-depth reports about how firms can refine their ESG strategies and values, very few actually cover how to authentically communicate these values to clients, prospects, and employees. We have sought to fill this gap with our recent industry report; What Matters Most? Communicating values across professional services firms.

The report features insights from contributors across leading professional services firms who are at the forefront of communicating positive change in the industry, including AlixPartners, Bates Wells, and Mischcon de Reya.

Drawing these insights together reveals five key puzzles that firms are facing:

1. Defining values
2. Creating a joined-up approach
3. Championing authenticity
4. Finding focus in the data
5. Harnessing positive energy

To help you solve these puzzles, the report provides down-to-earth recommendations, as summarised below.

1. Defining values

While there is much more to defining values than talking the talk, firms have put a great deal of thought into the terms they use, from ‘ESG’ to ‘CSR’ and ‘social impact’. Clear definitions help to ensure consistency across internal and external communications.

Contributors also emphasised that the terms chosen don’t have to be static, with many firms updating them over time as their values evolve.

2. Creating a joined-up approach

Ideally, it’s useful to have a dedicated ESG/CSR (or equivalent) individual with overall responsibility for coordinating activity. This individual should work closely with marketing and BD teams to ensure consistency across messaging.

People and HR departments also need to be involved at every stage. Firms reported that people starting out in their careers are becoming ever-more engaged with purpose and social impact. Therefore, making these issues a core part of your employer value proposition will help you to attract and retain the best talent.

3. Championing authenticity

The key to authentically communicating your firm’s values is finding the sweet spot between ‘greenwashing’ (where a business invests more in marketing itself as environmentally friendly than on actually minimising its impact) and ‘greenblushing’ (where a business keeps quiet about sustainability efforts due to a fear of backlash, or because they know they are not perfect in certain areas). This issue around positioning applies to all impactful activities, not just environmental issues.

Motivation is the first step to finding the sweet spot – doing the right thing for the right reasons, rather than as a branding or PR exercise.

Contributors offered the following insights to help champion authentic communication:

• Be transparent, ensuring there is evidence and data to back up any claims.
• Give employees the autonomy to talk about their own experiences, without worrying about saying the wrong thing.
• Focus on looking forward, rather than being complacent about past successes. The most important message is what you’ll do next.

4. Finding focus in the data

The number of metrics and sheer volume of data surrounding ESG, CSR, and related activity can be overwhelming. Value-led communications are essential to turn this data into meaningful stories.

Your messaging should focus on the unique strengths, experiences, and areas of expertise that your team or firm can bring to the table and drive positive change. As professional services firms, we’re in a uniquely influential position as trusted advisors to businesses. Consider the wider impact you could have simply by talking to clients and prospects about their values.

5. Harnessing positive energy

Without a thriving team, it will be impossible to create a positive impact as a firm; people should be at the centre of an effective ESG communications strategy.

As many of the report contributors noted, purpose is increasingly becoming a top priority for employees and potential recruits. By harnessing this energy and building ESG communications into your employer brand, you can create an educated, engaged, and passionate team.

Find out more and download the full report here.