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Alphabet C-level insights: Talent magnet - how sustainability drives recruitment and retention success

Munich, 04/02/2026

Sustainability is no longer a lofty ideal or a peripheral consideration in corporate strategies. For companies across Europe, it has become a decisive factor in attracting and retaining top talent, particularly among Generation Z. The rising expectation for businesses to demonstrate a genuine commitment to sustainable mobility is reshaping the corporate landscape, turning sustainability from a "nice-to-have" into an essential hygiene factor.

A competitive edge in recruitment

 

For Generation Z, sustainability isn’t just a buzzword it’s a core value. This generation is drawn to companies with clear and measurable commitments to Corporate Social Responsibility (CSR), particularly in the realm of mobility. In markets like the Nordics, Germany, and the Netherlands, employees are actively choosing to work for organisations that integrate sustainability into their operations, including their fleet policies: Uwe Hillinger, CEO of Alphabet Germany explains: “Our representative survey of Generation Z, for example, also highlighted this. Two-thirds of all respondents stated that they would prefer to have a company car with an electric drive in the future. This growing demand for sustainable mobility solutions is also reflected in our customer base, where more and more companies are seeking our consulting expertise to support their own transition.

Tools such as the Alphabet Carbon Manager play a key role in this process by helping businesses assess their current emissions and identify effective measures - including the electrification of their company car fleets.” Mobility strategies that focus on sustainability have become a key indicator of an employer’s appeal.

Organisations that fail to integrate these principles into their vehicle fleets risk alienating young professionals, who increasingly seek a genuine commitment to environmental issues. This development emphasises the importance of aligning fleet policies with broader sustainability goals to remain competitive in the race to attract the best talent. 

A varied landscape across Europe  

 

The pace of this transformation, however, varies significantly across Europe. In countries like Sweden or Germany, sustainability is already ingrained as a hygiene factor; businesses here recognise that failing to prioritise it is not an option: “Sustainability has now become a critical success factor and even an essential element for companies. We are seeing significant intrinsic motivation among our customers across all sectors to make their mobility sustainable. This is about much more than just maintaining a certain image”, Hildinger adds.

In some European markets, the transition to sustainable mobility is still in its infancy. Poland is one such market, where companies are now starting to consider how they can incorporate sustainability into their mobility strategies. As George Belsis, CEO of Alphabet Poland, explains: “Polish electromobility has never really gained much momentum in the first place and the market has always been very pragmatic and rather sceptical.”

Reimagining employee benefits

 

The evolving sustainability landscape is also reshaping how companies approach employee benefits, particularly the traditional company car. The classic model is losing its appeal as employees, especially younger ones, prioritise flexibility and sustainability. According to Julien Chabbal, CEO of Alphabet France, many employers are responding by offering a wider range of mobility-related benefits. These include financial support such as mobility allowances and partial or full reimbursement of public transport passes, as well as practical measures like on-site charging stations or subsidies for installing home charging points. Employees who actively choose an electric vehicle may also be rewarded with upgraded models, further encouraging the shift to greener mobility.

By integrating such measures into fleet policies, companies can foster sustainable mobility while enhancing their appeal to a workforce that prizes choice and responsibility. Over time, these approaches are expected to disrupt traditional fleet policies and drive widespread adoption of sustainable practices across Europe.

From policy to practice

 

As sustainability evolves into a baseline expectation, companies must transition from rhetoric to action. Businesses that adapt quickly and authentically will not only strengthen their employer brand but also position themselves as leaders in the journey toward a more sustainable future. Sustainability is no longer a secondary consideration – it’s the foundation upon which successful companies will build their future.

Discover the previous editions of our C-Level Insights series

  1. Fleet management’s watershed moment

    Dive into the digital tipping point of fleet management: Where connected car data, AI-driven insights, and self-service platforms reshape efficiency, compliance, and customer experience. Including perspectives from C-level leaders in Austria, France, Switzerland, and the UK.

    Read more

  2. Fleet managers - the new sustainability officers

    Fleet managers are shifting from administrators to strategic leaders of corporate sustainability. With ESG pressure rising and regulation tightening, C-level leaders from Germany, Spain, France, and Belgium share how they’re cutting emissions, securing certifications, and turning compliance into business value. 

    Read more

  3. Are governments in the EU giving up on electrification?

    Explore the gap between EU electrification goals and real-world challenges. From charging infrastructure gaps and high costs to reduced incentives and policy uncertainty, C-level leaders from Alphabet in Sweden, the Netherlands, and Italy share insights on what’s slowing progress and how corporate fleets can drive e-mobility forward.

    Read more

About Alphabet

Alphabet is a leading global provider of business mobility solutions. Founded in 1997 in the UK as a division of the BMW Group, Alphabet's expertise in car and commercial vehicle management helps companies to manage their corporate mobility in an effective and sustainable way. Future orientation and responsible action have always been the basis of Alphabet's economic success. With its portfolio of innovative, digital, and flexible mobility options, Alphabet is driving the sustainable change: With Alphabet Rent, Alphabet Mobility Budget, Alphabet App and its holistic approach with the comprehensive E-Mobility consulting for a tailored and individual electrification strategy as well as Emission consulting including the Alphabet Carbon Manager, Alphabet helps its customers to reduce their carbon footprint and to build a better future of mobility.

 

Today, Alphabet manages a portfolio of more than 760,000 leased cars and light commercial vehicles of all makes in 38 countries and has its headquarters in Munich, Germany. As a company of the BMW Group, Alphabet meets the same high quality and process standards as the parent company. For more information, please visit alphabet.com.