Text mining analysis reveals distinct ESG messaging across sports brand career pages and job listings, highlighting tailored recruitment communication strategies.
This study examines how sustainable sports brands strategically communicate their environmental, social, and governance (ESG) values to prospective employees, particularly those in retail positions who have the most direct contact with consumers. This study analyzed career and job opening pages from eight sustainability‐leading sports brands listed on the Business of Fashion Sustainability Index. The study employed a big data and text mining approach. The findings reveal that career pages primarily emphasize professional growth, well‐being, inclusive culture, and purpose‐driven work. In contrast, job opening pages focus on relational transparency, inclusivity, and operational excellence.
No takes yet. Share an insight, caveat, or question.
Kim et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: