Sustainability as a Talent Magnet: Redefining Job Priorities in Building Materials
Par Karine Gagnon, Director – Matériaux de construction at DMC from her interview with Brian Glen, Director of Sales at Vicwest
Sustainability has rapidly shifted from being a corporate buzzword to a fundamental aspect of business operations, particularly in industries like building materials, where environmental impact is significant. Today’s workforce, especially the next generation of talent, is increasingly looking beyond traditional job perks and salary in favour of companies that also align with their personal values. Sustainability is no longer just a strategic choice for companies; it’s becoming an expectation from employees. In a recent conversation with Brian Glen, Director of Sales at Vicwest, we explore how this trend is influencing recruitment in the building materials sector, and why companies embracing sustainability are gaining an edge in attracting top talent.
A Shift in Priorities: Sustainability as a Key Consideration for Today’s Job Seekers
As sustainability becomes a core value for younger professionals, companies are finding that highlighting environmental responsibility can set them apart in a competitive job market. Brian Glen noted that Vicwest’s sustainability practices are now a major selling point for attracting new recruits, sharing that “in about 78% of interviews, candidates ask us about our sustainability efforts.”. This focus is part of a broader trend, where employees, particularly millennials and Gen Z, prioritize working for companies that take active steps toward a positive or neutral environmental impact.
“For us, it’s about connecting with the newer generation,” Brian Glen explained, describing how Vicwest’s sustainability initiatives resonate with prospective employees who want their careers to contribute to a larger purpose. It’s a mindset shift that is redefining recruitment and retention strategies across industries, and in building materials, it’s especially relevant.
Sustainability as a Differentiator: The “Planet Passionate” Initiative
Vicwest’s commitment to sustainability is a good example of how companies can attract environmentally conscious talent. Through the “Planet Passionate” initiative – a sustainability program launched in 2015 by their parent company, Kingspan, Vicwest has set ambitious goals to reduce carbon emissions and increase material circularity by 50% in Canada. The program is not just about branding; it’s backed by a $500 million global investment aimed at making meaningful environmental changes.
According to Brian Glen, these efforts are not only environmentally impactful but are also appealing to candidates who value purpose-driven work. “We aim to transition our fleet to fully electric vehicles by 2025, replace propane-fueled forklifts with electric, and power 85% of our Canadian facilities with solar energy,” he shared. These commitments, paired with rainwater harvesting and circular material use, resonate strongly with prospective recruits who prioritize sustainability in their careers.
An Example of Changing Job Considerations: Attracting Talent Through Purpose
Brian Glen shared a recent example of how sustainability helped secure a talented new team member. “We had an experienced team member join us from another company, and although we couldn’t match her salary exactly, we got close enough. What attracted her to our team was our sustainability practices and company culture,” he explained. For many in the workforce today, alignment with personal values is increasingly influential in decision-making, sometimes even more so than salary alone.
In Brian Glen’s view, this shift is challenging companies to rethink what they offer prospective employees. “People need to understand where the company is headed and how they can grow within it,” he noted, emphasizing that today’s talent wants both a clear career path and a sense that they are contributing to a positive legacy.
Sustainability as a New Kind of Innovation
Innovation in building materials has traditionally focused on products and processes, but today, sustainability itself is driving change. Brian Glen mentioned that Vicwest’s investments in sustainable practices extend through every stage of a product’s lifecycle, from manufacturing to recyclability, aiming to minimize environmental impact. He explained, “The majority of the materials we manufacture and sell are fully recyclable. They come from recycled materials, don’t emit additional carbon, and don’t negatively affect the environment during their performance.”
This forward-thinking approach is attractive to talent who are keen on being part of an environmentally responsible company. While it may seem like a bold departure from traditional company benefits, sustainability has emerged as a vital component of workplace culture, signaling that a business is ready to meet future challenges head-on.
Talent Demand in the Age of Climate Awareness
The Vicwest story reflects a growing trend: sustainability is no longer a “nice-to-have” but an essential part of a company’s appeal. According to Brian Glen, the next generation values not just what a company makes, but also how they make it. This expectation isn’t just limited to Vicwest or the building materials industry. Across sectors, candidates are gravitating toward employers who demonstrate a commitment to broader social and environmental issues.
“Sustainability is not just a trend for us; it’s part of who we are,” Brian Glen said, acknowledging that a commitment to these values can foster loyalty and motivation among employees. For companies aiming to stay competitive in attracting top talent, initiatives like these signal a forward-looking and inclusive approach that resonates deeply with today’s workforce.
Conclusion: Embracing the Future by Prioritizing Values
As sustainability continues to influence the job market, companies are finding that it’s not just a strategy for reducing their carbon footprint—it’s an effective recruitment tool. For Vicwest, sustainability has become a way to attract individuals who are not only skilled but also aligned and invested in the company’s mission. It’s a model that more companies will likely follow as employees increasingly seek purpose-driven work.
In a rapidly changing world, Vicwest’s example highlights that aligning with the values of the next generation isn’t just good for the planet; it’s good for business. And for today’s job seekers, this unison might be just the incentive they need to join a company that’s building a better future.
Contact Information:
Karine Gagnon, Director – Building Materials at DMC Recruitment
Email: [email protected]
