This question was at the forefront for us during Arendalsuka 2024. Together with our client, Energy Valley, we discussed the challenges related to the lack of expertise and workforce in this sector.
You might be wondering if this is really an event relevant to an agency that works with strategy, branding, and marketing. We believe it is. Moreover, we see this as a two-sided problem that can be addressed with a single solution.
When the need for new employees becomes urgent, it’s easy to try to attract talent by offering good compensation packages and other factors that trigger external motivation. However, this approach doesn’t create loyal employees. It only leads to new hires who might leave when a better offer comes along.
At the same time, there’s a shortage of expertise in the industry. Instead of competing for the same candidates, we should focus on increasing awareness about the industry and think creatively when recruiting. We need to make it attractive for future employees to pursue an education that leads to opportunities in this sector, to retrain experienced workers from other fields, and, importantly, to recruit talent from abroad.
What is the answer to this two-fold challenge? Employer branding. This involves building a culture from within the organization, where there’s a focused effort to present the company as an attractive workplace for both current and future employees. It means offering more than just competitive salaries and benefits. It’s about creating a shared vision and an environment where employees feel valued, have opportunities for personal growth, and feel that they are part of something bigger — a task with a purpose.
Renewable energy is inherently sustainable, forward-looking, and crucial for the green transition. This gives the sector a unique competitive edge compared to other industries, especially as potential employees increasingly value workplaces that align with their own environmental and sustainability values.
To succeed in this, organizations in the renewable energy sector must work strategically on their identity and reputation, both internally and externally. This requires developing clear values, prioritizing training and skills development, and creating an environment where employees feel they can contribute to something greater. Building an employer brand also means making it clear how your company is an important part of the solution to global climate challenges, which can be a significant motivator for many employees today.
To attract and retain the right talent, we must not only be good employers but also good corporate citizens. We need to show that we take responsibility and create real changes, while providing a work environment that fosters innovation, collaboration, and personal growth.
By focusing on these areas, the renewable energy sector can become not only a key driving force in the green transition but also a leading industry in attracting and retaining the best workforce.
