Barclays is searching for a climate communications director to position the bank as a “trusted partner” to its clients in the transition to net zero.
The move comes in the wake of Barclays being targeted by recent environmental campaigns over its fossil fuel financing activities.
The director’s responsibilities will include creating a “compelling narrative for climate transition” which will be linked to the Barclay’s wider strategy. They will also assess “reputation and media risk” around climate issues and work with senior stakeholders “to influence the outcome of such issues in a positive way”, according to the job posting – which now appears to be closed.
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As reported by the Guardian, Barclays is following similar moves by other banks including Canadian bank RBC, which recently announced it was hiring a head of climate transition who will have responsibilities including producing “lasting responses to climate activism.”
A Barclays spokesperson said: “Barclays has made a significant number of sustainability hires in many teams, reflecting our commitment to work with customers and clients as they transition to a low-carbon business model and our own ambition to be net zero by 2050.”
Is Barclays hiding behind a comms director?
Kibbo Kift Agency CEO and founder Sam Narr told Sustainability Beat said Barclay’s search for communications director “raises concerns about its true environmental commitment.”
“It is a strategy to manage its public image rather than make substantial changes in line with the urgent calls from scientists to shift away from fossil fuels,” he added.
“For the bank to genuinely address the climate crisis, a holistic approach that involves divesting from fossil fuels and investing in more sustainable energy sources is vital. Without such tangible steps, any communication efforts may be dismissed as superficial, further eroding public trust and the institution’s reputation,” advised Narr.
Stand.earth climate finance director Richard Brooks said: “Major banks hiring senior staff as spin doctors to green their bad images on climate issues rather than actually tackling their fossil fuel financing is utterly sickening.”
Putting words into action
Propeller Group sustainability and social impact practice director Gill Browne isn’t surprised to see Barclays searching for a someone dedicated to managing its representation but notes actions speak louder than words
“A big challenge businesses face in this arena is a comms one, but, crucially, the reputational challenges ease when meaningful action, like divestment from fossil fuels, is taken,” said Browne. “This is because the action takes on meaning and becomes part of what the company stands for.”
“In the meantime, I would advise that alongside this specific comms role, nick-named by some as a full-time ‘spin doctor,’ Barclays would do well in keeping external counsel – mainly to ensure it doesn’t fall into the trap of being unable to see outside of the Barclays bubble.
“Many mistakes come from teams who’ve all been drinking the Kool Aid, but businesses across any industry – not just finance – need to analyse risk unemotionally and start taking action to address those issues,” continued Browne.
“By making meaningful progress on the journey to Net Zero, far before they consider comms around their ‘green initiatives’, Barclays might stand a chance of being anything but yet another hated brand in ten or so years when consumers realise at scale just how bad things really are, and which businesses are responsible,” she added.
Good-Loop impact manager Hannah Williams sees the positive in Barclays searching for a communications director who will be part of strategic conversations, as they could as they could “ultimately hold the business to a higher level of accountability and transparency.”
“What’s more, big corporations are increasingly coming under pressure to disclose climate related financial information – this hire will be key in ensuring Barclays is compliant,” she continued.
“While this is not the only step Barclays needs to take, it can only be a good thing for more people in the workforce to be dedicated to tackling the climate crisis,” Williams added.
