{"id":41144,"date":"2025-06-16T13:27:17","date_gmt":"2025-06-16T11:27:17","guid":{"rendered":"https:\/\/www.sloneek.com\/?post_type=blog&#038;p=41144"},"modified":"2026-08-13T11:03:22","modified_gmt":"2026-08-13T09:03:22","slug":"budovani-znacky-6-esg-reporting","status":"publish","type":"blog","link":"https:\/\/www.sloneek.com\/cs\/blog\/budovani-znacky-6-esg-reporting\/","title":{"rendered":"Budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele #6: ESG reporting"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><span>I kdy\u017e ESG reporting m\u016f\u017ee p\u016fsobit jako dal\u0161\u00ed regulatorn\u00ed z\u00e1t\u011b\u017e ze strany EU, kterou nezm\u011bn\u00edme, m\u016f\u017eeme z n\u00ed vyt\u011b\u017eit v\u00fdznamnou hodnotu pro na\u0161i zna\u010dku zam\u011bstnavatele. M\u00edsto pouh\u00e9ho pln\u011bn\u00ed povinnost\u00ed je mo\u017en\u00e9 tento nefinan\u010dn\u00ed reporting vyu\u017e\u00edt jako efektivn\u00ed n\u00e1stroj pro pos\u00edlen\u00ed reputace firmy a jej\u00ed atraktivity na trhu pr\u00e1ce. Pod\u00edvejme se, jak z t\u00e9to \"buzerace\" ud\u011blat<\/span><b> skute\u010dnou konkuren\u010dn\u00ed v\u00fdhodu.<\/b><\/p>\n\n\n\n<h3 id=\"co-je-esg-a-proc-je-dulezite-pro-hr\" class=\"wp-block-heading\"><b>Co je ESG a pro\u010d je d\u016fle\u017eit\u00e9 pro HR<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>ESG je zkratka pro Environmental (environment\u00e1ln\u00ed), Social (soci\u00e1ln\u00ed) a Governance (\u0159\u00edzen\u00ed) pil\u00ed\u0159e udr\u017eiteln\u00e9ho rozvoje spole\u010dnosti a podnik\u00e1n\u00ed. Pro HR je nejd\u016fle\u017eit\u011bj\u0161\u00ed soci\u00e1ln\u00ed oblast, kter\u00e1 pokr\u00fdv\u00e1 v\u0161e od genderov\u00e9 diverzity, rovnosti, p\u00e9\u010di o zdrav\u00ed p\u0159es pracovn\u00ed podm\u00ednky a\u017e po vzd\u011bl\u00e1v\u00e1n\u00ed zam\u011bstnanc\u016f.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Reportov\u00e1n\u00ed ESG dat je povinnost. Prvn\u00ed firmy za\u010daly reportovat ji\u017e za rok 2024, dal\u0161\u00ed se budou v n\u00e1vaznosti na regulaci postupn\u011b p\u0159id\u00e1vat v n\u00e1sleduj\u00edc\u00edch letech. Aktu\u00e1ln\u011b Evropsk\u00e1 komise pracuje na \u00faprav\u00e1ch povinnost\u00ed, nicm\u00e9n\u011b je pot\u0159eba vn\u00edmat, \u017ee <\/span><b>i men\u0161\u00ed firmy mohou b\u00fdt po\u017e\u00e1d\u00e1ny o tato data sv\u00fdmi v\u011bt\u0161\u00edmi partnery,<\/b><span> proto\u017ee jsou sou\u010d\u00e1st\u00ed jejich dodavatelsk\u00e9ho \u0159et\u011bzce<\/span><b>.<\/b><\/p>\n\n\n\n<h3 id=\"esg-jako-soucast-znacky-zamestnavatele\" class=\"wp-block-heading\"><b>ESG jako sou\u010d\u00e1st zna\u010dky zam\u011bstnavatele<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>ESG reporting je p\u0159\u00edle\u017eitost uk\u00e1zat, \u017ee v\u00e1m z\u00e1le\u017e\u00ed na zam\u011bstnanc\u00edch, komunit\u011b a \u017eivotn\u00edm prost\u0159ed\u00ed. Sou\u010dasn\u00ed i potenci\u00e1ln\u00ed zam\u011bstnanci st\u00e1le \u010dast\u011bji posuzuj\u00ed zam\u011bstnavatele podle jeho postoje k udr\u017eitelnosti a spole\u010densk\u00e9 odpov\u011bdnosti.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Transparentn\u00ed komunikace o ESG aktivit\u00e1ch pom\u00e1h\u00e1 p\u0159il\u00e1kat talenty, pro kter\u00e9 jsou hodnoty a udr\u017eitelnost d\u016fle\u017eit\u00e9. Buduje d\u016fv\u011bru a vytv\u00e1\u0159\u00ed konkuren\u010dn\u00ed v\u00fdhodu na trhu pr\u00e1ce.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span>\u203c\ufe0f<\/span><\/strong><br>\n<b>POZOR<br>\n<span>Lakov\u00e1n\u00ed na r\u016f\u017eovo je kontraproduktivn\u00ed. V dob\u011b soci\u00e1ln\u00edch s\u00edt\u00ed a transparentn\u00edho ESG reportingu se ka\u017ed\u00e1 nesrovnalost mezi deklarovan\u00fdm a skute\u010dn\u00fdm p\u0159\u00edstupem rychle odhal\u00ed.<\/span><\/b><\/p>\n\n\n\n<h3 id=\"jaka-data-hr-obvykle-spravuje-pro-esg-reporting\" class=\"wp-block-heading\"><b>Jak\u00e1 data HR obvykle spravuje pro ESG reporting<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>HR odd\u011blen\u00ed obvykle spravuje informace o:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span>Diverzit\u011b a inkluzi (zastoupen\u00ed \u017een ve veden\u00ed, v\u011bkov\u00e1 struktura)<\/span><\/li>\n\n\n\n<li><span>Vzd\u011bl\u00e1v\u00e1n\u00ed a rozvoji (pr\u016fm\u011brn\u00fd po\u010det hodin \u0161kolen\u00ed na zam\u011bstnance)<\/span><\/li>\n\n\n\n<li><span>Pracovn\u00edch podm\u00ednk\u00e1ch (fluktuace, nemocnost, flexibiln\u00ed formy pr\u00e1ce)<\/span><\/li>\n\n\n\n<li><span>Bezpe\u010dnosti pr\u00e1ce<\/span><\/li>\n\n\n\n<li><span>Odm\u011b\u0148ov\u00e1n\u00ed<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span><strong>Kl\u00ed\u010dem k \u00fasp\u011bchu je systematick\u00fd p\u0159\u00edstu<\/strong>p - identifikace relevantn\u00edch metrik, nastaven\u00ed syst\u00e9mu sb\u011bru dat, zaji\u0161t\u011bn\u00ed jejich p\u0159esnosti a propojen\u00ed dat s p\u0159\u00edb\u011bhem va\u0161\u00ed firmy.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 id=\"ruzne-generace-ruzne-pohledy-na-esg\" class=\"wp-block-heading\"><b>R\u016fzn\u00e9 generace, r\u016fzn\u00e9 pohledy na ESG<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>R\u016fzn\u00e9 generace p\u0159istupuj\u00ed k ot\u00e1zk\u00e1m udr\u017eitelnosti odli\u0161n\u011b. Baby Boomers p\u0159in\u00e1\u0161ej\u00ed zku\u0161enosti a pragmatick\u00fd p\u0159\u00edstup, Generace X kritick\u00e9 my\u0161len\u00ed, Millennials hodnoty a autenticitu, <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/kdo-je-generace-z\/\">Generace Z<\/a> digit\u00e1ln\u00ed dovednosti a o\u010dek\u00e1v\u00e1n\u00ed radik\u00e1ln\u00ed transparentnosti.<\/span><b>&nbsp;<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Multigenera\u010dn\u00ed t\u00fdmy v\u00fdrazn\u011b zvy\u0161uj\u00ed efektivitu ESG strategi\u00ed d\u00edky rozmanitosti pohled\u016f. Pro maxim\u00e1ln\u00ed efekt vyu\u017e\u00edvejte mezigenera\u010dn\u00ed <a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/mentoring\/\">mentoring<\/a> a p\u0159izp\u016fsobujte komunikaci r\u016fzn\u00fdm v\u011bkov\u00fdm skupin\u00e1m. <\/b><span>Nen\u00ed d\u016fvod se k cel\u00e9mu ESG stav\u011bt jen negativn\u011b kv\u016fli regulatorn\u00ed povinnosti. <b><strong><span style=\"background-color: #ffd966\">Je to obrovsk\u00e1 p\u0159\u00edle\u017eitost k pochopen\u00ed v\u00fdhod pestrosti pracovn\u00edho prost\u0159ed\u00ed. A tedy k udr\u017eitelnosti businessu, ve kter\u00e9m se pohybujeme. &nbsp;<\/span><\/strong><\/b><\/span><\/p>\n\n\n\n<h3 id=\"propojeni-esg-a-hr-marketingu-v-praxi\" class=\"wp-block-heading\"><b>Propojen\u00ed ESG a HR marketingu v praxi<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>ESG aktivity poskytuj\u00ed autentick\u00fd obsah pro va\u0161e n\u00e1borov\u00e9 kampan\u011b a intern\u00ed komunikaci. M\u016f\u017eete:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span>Vyu\u017e\u00edt ESG data v n\u00e1borov\u00fdch kampan\u00edch<\/span><\/li>\n\n\n\n<li><span>Zapojit zam\u011bstnance jako ambasadory ESG hodnot firmy<\/span><\/li>\n\n\n\n<li><span>Propojit ESG s firemn\u00ed kulturou<\/span><\/li>\n\n\n\n<li><span>Vyu\u017e\u00edt soci\u00e1ln\u00ed s\u00edt\u011b k \u0161\u00ed\u0159en\u00ed va\u0161ich ESG p\u0159\u00edb\u011bh\u016f<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span>&nbsp;<\/span><strong>A to prost\u011b d\u00e1v\u00e1 smysl.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.sloneek.com\/cs\/trial\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"453\" src=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa.webp\" alt=\"U\u0161et\u0159\u00edte 20 hodin t\u00fddn\u011b\u2028na HR procesech a operativ\u011b.\" class=\"wp-image-38389\" srcset=\"https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa.webp 1200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-300x113.webp 300w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1024x387.webp 1024w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-768x290.webp 768w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-119x45.webp 119w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-98x37.webp 98w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-576x217.webp 576w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1040x393.webp 1040w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-200x76.webp 200w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-20x8.webp 20w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-30x11.webp 30w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-45x17.webp 45w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-65x25.webp 65w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-68x26.webp 68w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-240x91.webp 240w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-270x102.webp 270w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-180x68.webp 180w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-437x165.webp 437w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-63x24.webp 63w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-61x23.webp 61w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-400x151.webp 400w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-810x306.webp 810w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-690x260.webp 690w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-84x32.webp 84w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-1000x378.webp 1000w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-500x189.webp 500w, https:\/\/www.sloneek.com\/wp-content\/uploads\/2024\/12\/usetrite-20-hodin-tydne-hr-procesy-operativa-800x302.webp 800w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n\n\n<h3 id=\"komunikacni-kanaly-a-ton\" class=\"wp-block-heading\"><b>Komunika\u010dn\u00ed kan\u00e1ly a t\u00f3n<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span>Zp\u016fsob, jak\u00fdm komunikujete, je stejn\u011b d\u016fle\u017eit\u00fd jako obsah sd\u011blen\u00ed. T\u00f3n va\u0161\u00ed komunikace vytv\u00e1\u0159\u00ed prvn\u00ed dojem a buduje dlouhodob\u00fd vztah s kandid\u00e1ty i zam\u011bstnanci. Je to v\u00e1\u0161 hlas, kter\u00fdm promlouv\u00e1te ke v\u0161em c\u00edlov\u00fdm skupin\u00e1m, a m\u011bl by autenticky odr\u00e1\u017eet va\u0161i firemn\u00ed kulturu a hodnoty.<\/span><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span><b><strong><span style=\"background-color: #ffd966\">P\u0159i v\u00fdb\u011bru komunika\u010dn\u00edch kan\u00e1l\u016f mus\u00edte p\u0159em\u00fd\u0161let strategicky. <\/span><\/strong><\/b><span style=\"background-color: #ffd966\">Nem\u00e1 smysl investovat \u010das a pen\u00edze do kan\u00e1lu, kde va\u0161i potenci\u00e1ln\u00ed kandid\u00e1ti nejsou.&nbsp;<\/span><\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span><strong>V online sv\u011bt\u011b<\/strong> jsou z\u00e1kladem soci\u00e1ln\u00ed s\u00edt\u011b, kde <\/span><b><a href=\"https:\/\/www.sloneek.com\/cs\/slovnik-pojmu\/linkedin-co-to-je\/\">LinkedIn<\/a><\/b><span> slou\u017e\u00ed jako profesion\u00e1ln\u00ed v\u00fdkladn\u00ed sk\u0159\u00ed\u0148,<\/span><b> Instagram<\/b><span> ukazuje firemn\u00ed kulturu a <\/span><b>Facebook<\/b><span> buduje vztahy s \u0161ir\u0161\u00ed komunitou. <\/span><b>TikTok<\/b><span> je dom\u00e9nou generace Z a vy\u017eaduje zcela odli\u0161n\u00fd p\u0159\u00edstup. Krom\u011b soci\u00e1ln\u00edch s\u00edt\u00ed hraj\u00ed d\u016fle\u017eitou roli pracovn\u00ed port\u00e1ly, v\u00e1\u0161 vlastn\u00ed web a kari\u00e9rn\u00ed str\u00e1nky, stejn\u011b jako e-mailov\u00e1 komunikace a content marketing. <\/span><strong>Mus\u00edte p\u0159ijmout fakt, \u017ee za n\u011bkolik m\u00e1lo let se preference i skladba kan\u00e1l\u016f prom\u011bn\u00ed. A vy je mus\u00edte po\u0159\u00e1d sledovat!<\/strong><span>&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Offline sv\u011bt<\/b><span> st\u00e1le nab\u00edz\u00ed cenn\u00e9 p\u0159\u00edle\u017eitosti pro osobn\u011bj\u0161\u00ed <a href=\"https:\/\/www.sloneek.com\/cs\/kontaktujte-nas\/\">kontakt<\/a>. <\/span><b>Veletrhy pr\u00e1ce<\/b><span> umo\u017e\u0148uj\u00ed p\u0159\u00edm\u00e9 setk\u00e1n\u00ed s kandid\u00e1ty,<\/span><b> firemn\u00ed akce<\/b><span> a <\/span><b>dny otev\u0159en\u00fdch dve\u0159<\/b><span>\u00ed ukazuj\u00ed re\u00e1lnou atmosf\u00e9ru ve firm\u011b. Pro lok\u00e1ln\u00ed n\u00e1bor jsou d\u016fle\u017eit\u00e9 vztahy s m\u00edstn\u00edmi komunitami a institucemi.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Konzistence je kl\u00ed\u010dov\u00fdm faktorem \u00fasp\u011bchu. <\/b><span>A\u0165 u\u017e zvol\u00edte jak\u00fdkoliv t\u00f3n a mix kan\u00e1l\u016f, dr\u017ete se jich nap\u0159\u00ed\u010d v\u0161emi touchpointy. Kandid\u00e1t, kter\u00fd p\u0159ejde z va\u0161eho LinkedInu na kari\u00e9rn\u00ed str\u00e1nky a pak na pohovor, by m\u011bl v\u0161ude c\u00edtit stejnou atmosf\u00e9ru a hodnoty. <\/span><b>Nekonzistence vede ke ztr\u00e1t\u011b srozumitelnosti, d\u016fv\u011bryhodnosti a oslabuje va\u0161i zna\u010dku zam\u011bstnavatele.<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V dal\u0161\u00edm d\u00edle se pono\u0159\u00edme do m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento seri\u00e1l vznik\u00e1 za laskav\u00e9 spolupr\u00e1ce s <a href=\"https:\/\/www.prklub.cz\/\">Asociac\u00ed strategick\u00e9 komunikace a vztah\u016f s ve\u0159ejnost\u00ed.<\/a><\/p>\n","protected":false},"featured_media":42362,"template":"","meta":{"_acf_changed":false,"_acf":"","inline_featured_image":false,"footnotes":""},"class_list":["post-41144","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_categories-tipy-a-triky"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>ESG a zna\u010dka zam\u011bstnavatele: P\u0159\u00edle\u017eitost pro HR | Sloneek<\/title>\n<meta name=\"description\" content=\"Zna\u010dka zam\u011bstnavatele \u267b\ufe0f roste s d\u016fv\u011brou v ESG. Vyu\u017eijte reporting k pos\u00edlen\u00ed reputace a p\u0159il\u00e1k\u00e1n\u00ed hodnotov\u011b \u0159\u00edzen\u00fdch talent\u016f.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sloneek.com\/cs\/blog\/budovani-znacky-6-esg-reporting\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Budov\u00e1n\u00ed zna\u010dky zam\u011bstnavatele #6: ESG reporting\" \/>\n<meta property=\"og:description\" content=\"Zna\u010dka zam\u011bstnavatele \u267b\ufe0f roste s d\u016fv\u011brou v ESG. 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