Aligning Purpose and Performance Through ESG: Insights from Jordyn Eskijian

ESG isn’t just for companies with decades of sustainability initiatives under their belts—it’s an evolving journey that every business navigates at its own pace. On an episode of Winning IR, we sat down with Jordyn Eskijian from H&R Block to discuss what it takes to build an ESG program from the ground up. 

Jordyn shares a candid look at the realities of shaping a strategy that balances investor expectations, regulatory requirements, and long-term business impact. From tackling materiality assessments to securing buy-in across the organization, she breaks down what works, what doesn’t, and what companies new to ESG should focus on first.

Read More: ESG FAQs

Why implement an ESG strategy?

Jordyn highlights three key elements that shape a strong ESG approach: investor demands, regulatory requirements, and corporate purpose.

Investor expectations are evolving, and ESG considerations are becoming a bigger factor in capital allocation decisions. At the same time, regulatory pressure is increasing, requiring companies to be proactive rather than reactive. But beyond these external forces, Jordyn emphasizes the role of corporate purpose. For H&R Block, corporate citizenship is a core value that guides decision-making across the business:

“One of the things we talk about a lot internally is being a responsible corporate citizen that cares for our planet, our communities, and our people. It's been a part of our culture and our aspirations at H&R block from the very beginning, making all of our ESG initiatives just a natural extension for us.”

Creating an effective ESG framework strategy

With countless ESG frameworks available, it’s easy to get caught up in trying to check every box. But Jordyn believes a more effective approach is to focus on impact—prioritizing the areas where a company can make meaningful progress.

For H&R Block, that meant honing in on practical initiatives like paper reduction and digitization. Rather than spreading resources thin, Jordyn and her team developed a five-year roadmap with clear ESG objectives, ensuring alignment with business priorities. 

Their strategy included:

1. Conducting gap analyses against major ESG frameworks to identify key areas for improvement
2. Identifying "low-hanging fruit"—existing practices that weren't being adequately disclosed
3. Engaging key stakeholders, including the board, management team, and partners in legal and accounting

Adapting strategy to respond to the evolving ESG landscape

The ESG landscape is constantly evolving, with new frameworks emerging and existing ones merging. For companies still building their ESG strategies, this shifting environment can feel like a moving target. Jordyn advocates for maintaining a strong roadmap as a "source of truth" to evaluate new opportunities. This approach helps her team balance stakeholder demands with business relevance while maintaining consistent progress.

Jordyn explains the importance of staying focused despite a changing environment:

“Having your priorities and your roadmap is so important [when the ESG landscape is changing rapidly] because when those new opportunities come across the desk, you can go back to your source of truth and see if this fits. Is there a place for this? If it does, you can consider the addition; you've got your teams on board, but if it doesn't, you have your reasons, and you can save your energy for other efforts or tasks. And that's where it's just a balancing act. How can we balance stakeholder demands with items relevant to our business?”

Managing obstacles in ESG strategy implementation

Implementing an ESG strategy comes with its fair share of roadblocks, but persistence and precision can make all the difference. Jordyn has tackled challenges head-on, from misclassifications in ESG ratings to ensuring clear ownership of initiatives within H&R Block.

One notable example? H&R Block was mistakenly classified as a consumer goods business, which skewed its ESG ratings. Rather than accepting the error, Jordyn proactively engaged with the right people to get the company reclassified—improving its ratings and ensuring a more accurate representation of its ESG efforts. Her team takes a similar approach year-round, maintaining active engagement with rating agencies to keep their scores up-to-date.

Another challenge many businesses face in their ESG implementation is establishing clear ownership of ESG initiatives internally. Jordyn overcomes this by implementing quarterly check-ins and creating standard operating procedures with designated points of contact for specific initiatives. For technical challenges like emissions reporting, Jordyn recommends considering external vendors with deep knowledge in your sector.

Building relationships with ESG rating agencies

ESG ratings can lag behind real progress, but Jordyn recommends building relationships within rating agencies to ensure progress is reflected quickly. Her approach is simple but effective: she asks analysts for introductions to their contacts at rating agencies and isn’t afraid to send cold emails when necessary. By staying proactive, she speeds up the integration of new policies and initiatives into H&R Block’s ratings

To keep everything aligned, Jordyn coordinates ESG report releases with H&R Block’s annual report, ensuring a consistent narrative across stakeholders. She also maintains a targeted outreach list—not just for rating agencies but also for ESG-focused investors—ensuring their updates reach the right audiences at the right time.

Creating stakeholder value through ESG

H&R Block’s ESG strategy generates tangible value for shareholders and stakeholders alike. Since beginning their ESG initiatives Jordyn has seen increased interest from major institutions, particularly European investors who often have sophisticated ESG evaluation methodologies. Jordyn mentions that H&R Block’s mobile banking solution, Spruce, has garnered attention from impact-focused funds while addressing the needs of financially vulnerable populations.

To stay ahead of market expectations, Jordyn recommends regular pulse checks with investors and prospects. She actively asks potential investors about their ESG requirements before they consider taking a position, ensuring H&R Block stays aligned with evolving investor priorities.

Measuring ESG progress

Measuring ESG success requires both external validation and internal accountability. Jordyn balances rating agency scores with H&R Block’s own roadmap objectives to track meaningful progress. She emphasizes patience—ESG initiatives take time to show results. Keeping investors informed about their journey and timeline ensures transparency and builds trust, reinforcing that ESG is a long-term commitment, not a quick win.

“We've been able to have some really awesome conversations with investors, and really understand more of what they're looking for, which is really beneficial because our ESG priorities are driven by investor demands, regulatory requirements, and our purpose. And really at the end of the day, it boils down to those three things with investor demands at the forefront, because they're the people who are taking a stake in the company. And so making sure that we're listening to what they have to say is of the utmost importance.”

Staying informed about ESG trends

Staying ahead in ESG means staying informed. Jordyn pulls insights from multiple information channels, including:

• Professional networks and word-of-mouth sharing
• Consulting partners like Leaders Arena
• Industry organizations such as NIRI
• Direct sources like MSCI's ESG Now podcast
• Framework-specific resources from organizations like TCFD

This comprehensive approach to gathering information helps H&R Block maintain an effective and evolving ESG strategy that meets stakeholder expectations while creating sustainable value for the company.

Final takeaways

Jordyn’s approach to ESG success comes down to four key principles:

1. Align with business goals – ESG shouldn’t be a standalone initiative. It should support broader corporate strategy.
2. Prioritize impact over frameworks – Focus on meaningful change rather than checking every regulatory box.
3. Build strong internal and external touchpoints – Keep ESG initiatives on track through ongoing engagement.
4. Stay current on investor expectations – ESG is constantly evolving, and IROs must adapt to stay ahead.

By following these principles, IROs can drive ESG strategies that are both impactful and sustainable.

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