how to get hr green?...and how it effects your employer brand

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HOW TO GET HR GREEN? …and How it Effects Your

Employer Brand

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Metrics are Easy! – Analytics?

Now We’re Talkin’ Geoffrey Dubiski • April 29, 2009

SHRM Staffing Management Conference & Exposition

HOW TO GET HR GREEN? …and how it effects your

employer brand

Lizz Pellet

Fellow, Johns Hopkins University

Chief Culture Officer at EMERGE International

Presented by:

www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet

How To Create a Green Recruiting Practice

Lizz Pellet

Fellow Johns Hopkins University

and CCO of EMERGE International

Today's Agenda:• Overview of sustainability and defining green

• Three step process for creating a sustainable recruiting practice:

1. Evaluate, 2. Eliminate, 3. Illuminate

• Social Networking, Social Media and its impact on being green

• How to utilize these platforms in your recruitment activities

• How to build and leverage your green image and brand

Copyright EMERGE International

http://www.emergeinternational.com/

http://linkedin.com/in/lizzpellet

http://twitter.com/lizzpellet


What Does Green Mean?

The discussions about

green recruiting are springing up everywhere





Why is Green Important to your Recruiting

Strategy and Overall HR Initiatives?

A Jobfox survey found 28% out of 6,000 respondents would

take environmentalism if free, but would not be willing to

take a pay cut for it.

A Canadian survey was claiming that 78% of the respondents

“given a choice would leave their current job in favor of a

greener workplace.‖

The hype and the buzz is building

A Harris poll found that 33% of Americans would be more

inclined to work for a green company compared to an

organization that does not make a conscious effort to

promote socially and environmentally friendly practices.





Gut Data: Our Intuition (and the Love of Google

and Other “Cool Companies”) Tell Us…

• Going green is becoming a significant factor in the creation of an

employment brand

• Organizations that are not implementing an environmental policy

may be losing employees to their competitors

• Some sustainability incentives may be ―sexy‖ to employees:

> Subsidies for hybrid cars

> On-site farmers markets

> Green commuting vouchers

> Organic dry cleaning

> Reward and recognition program incentives are shifting

> Recycling efforts: water bottles, ink cartridges (yes, bring

them in from home! We will recycle them here and donate

the money to our community) anything that can be recycled!





―While candidates of all generations have begun evaluating potential employers based on their ―greenness‖ few in recruiting have leveraged this hot topic in recruitment communication and activities.‖

―Individual recruiters need to make their firm’s environment stance a critical element of their sales pitch to potential applicants and candidates.‖

Dr. John Sullivan

June, 2007

Why is Green Important to Your Recruiting

Strategy and Overall HR Initiatives?





What is Green Recruiting?

The reality is

in the data





What is Green Recruiting?





Lots of Definitions Out There...

Employers committed to ―Green Recruiting‖ recognize and embrace the

broader issues of social responsibility, community involvement,

environmental stewardship and sustainability of the environment

and openly assess their results at all levels of the organization.

They especially realize the importance of sharing their vision and

actions with employees and candidates in order to attract, engage and

influence the most talented candidates to come and stay.

Gerry Crispin

Chief Navigator, CareerXroads

Can this be translated into ROI?

IBM Green ROI commercial http://tinyurl.com/ye6p6yr




http://tinyurl.com/ye6p6yr


The Benefits of Going Green Can Be Extremely

Profitable…If You Know Where to Look





Three Step Process for Creating a

Sustainable HR Practice

1. Evaluate

2. Eliminate

3. Illuminate





Step 1: Evaluate - Perform a Diagnostic

- Are any of your products and/or

services environmentally

sustainable?

- Are there efforts to facilitate and

engage employees broadly to

examine operational processes and

maximize environmental

sustainability?

- Do you have any jobs whose

responsibilities are to reduce you

firm’s carbon footprint?

- Do your job descriptions (and career

website) reflect your green

commitment?





Step 1: Evaluate - Perform a Diagnostic

- Is your firm involved in outside (community) activities to

compensate for lack of sustainability in products and services?

- Have you looked at your recruiting process to calculate its carbon

footprint?

- Have you been turned down by qualified candidates because of

environmental issue?

- Have great employees left for greener pastures? Where did they

go?

- Do your leaders know the score and are you communicating the

message?





Begin with an evaluation of every touch point in the employee life cycle

-Work force planning

-Recruitment

-Career Fairs

-College focused events

-Candidate interviews and selection

-On boarding

-Distribution of benefit information

-Open Enrollment

-Orientation program

-Announcements of changes in benefits, policies, procedures

-Performance appraisals, evaluations

-Payment processes

-Communications and PR (both internal and external)

-Employment Branding activities

-Community involvement and projects

-Reward and Recognition programs

-Holiday Parties and Celebrations

-Corrective action plans

-Exit interviews

-Retirement benefits

Step 1: Evaluate – Diagnostic Check List





Step 2: Eliminate – Get Rid of Redundancy and Deploy

Business Process Reengineering to the HR Function

• Measurement and metrics

• Business process reengineering

• TQM, CQI or Six Sigma

• Process mapping

• Cost – Benefit analysis

• Is it all about making money?

• What about social responsibility?

• http://www.youtube.com/watch?v=iXsaYR1Izqw&feature=related

• http://www.youtube.com/watch?v=yQykGinvNrw&feature=related




http://www.youtube.com/watch?v=iXsaYR1Izqw&feature=related

http://www.youtube.com/watch?v=iXsaYR1Izqw&feature=related

http://www.youtube.com/watch?v=yQykGinvNrw&feature=related

http://www.youtube.com/watch?v=yQykGinvNrw&feature=related


We Need to Quantify Our Efforts with

Charts and Graphs

So what’s a ton of paper…really?

> 24 trees

> 40,000 gallons of clean water is used during production

> 5,690 lbs of greenhouse gasses

> Almost 20,000 gallons of waste water

• Are your recruiting materials (especially college campus

materials) printed on recycled paper?

• Have you implemented a duplex (double sided) printing

policy?

• Do you have a message on the bottom of your emails –

―please think before printing this email‖?

• Do you claim to be a ―carbon neutral‖ company? If so, do

you realize how hard that really is to do?





Can a company whose green commitment is rising, afford a

recruitment function and process that isn’t?

• Gerry Crispin in a blog post ran some numbers for us

using the free calculator at www.carbonfootprint.com.

• He figured that an organization of 1,000 employees with

240 applicants might generate 320 tons of CO2 emissions

or about 1.25 tons per hire!

• In Quality we would always say, ―Measure what you

treasure‖. This is a great example of a metric that can

lead us into action to reduce travel for interviews.




http://www.carbonfootprint.com/


The way we interview candidates is

forever changing

HIREVUE




http://www.skype.com/


The Expert View on the Interview

The Business Case for Adopting the “Interview from Anywhere”

Approach

Increasing the number of candidates available to interview

and cutting the cost per hire are two major benefits of

adopting the ―interview from anywhere‖ approach. In tough

economic times, the travel costs that result from flying in

multiple candidates for interviews is a highly visible expense,

especially when you consider that a majority of the people

brought in will not result in a hire. For companies that recruit

nationally or internationally, travel-related expenses can easily

account for 50% of all recruiting costs.

Dr. John Sullivan, June 29, 2009




http://www.ere.net/tags/interviewing


Low Ticket Price for Some Approaches

Traditional in-person interview

Estimated costs:

Two-night L.A. lodging $ 500

Airfare $ 1,200

Rental car/taxi $ 150

Food $ 200

Misc. expenses $ 100

$2,150

Carbon footprint for one round trip flight: 2,923 lbs. CO2

> This does not include local travel

Interviews an Engineer from the Dominican Republic

for a Los Angeles position

Conduct a live virtual panel interview with GreenJobInterview.com

Webcam and shipping $ 60

1 hour with 4 people $ 99





645 kg CO2 17 kg CO2

In-person Interview Live virtual Interview

Live virtual interviews save 628 kg of CO2 per interview

60 live virtual interviews per month of CO2 reduction

equals 120 cars off the road annually!

CO2 Reduction Using Virtual Interviews





Step 3: Illuminate - Employment Branding and

Green Messaging

• Employment branding is a way to differentiate yourself from your

competition and to attract, retain and repel candidates.

• Being crystal clear about who you are from a cultural perspective

can repel the candidates you know are not a good fit –

significantly increasing the ROI of recruitment and retention

efforts.

• Creating a green message can support retention efforts for

employees who are themselves, becoming more socially

conscious and will look for this values alignment in their work

experience.

• No matter what message you create, if it is not authentic and

congruent to your true organizational culture – employees may

be attracted, but will not stick around very long once they are on

boarded.

• The Economic Recovery Exodus may be sooner than we think.

• Who would you name as a green company?

• Social Responsibly and the Brand





Sustainable Employment Brand Examples

Timberland: The Mission> Our mission is to equip people to make a difference in their

world. We do this by creating outstanding products and by

trying to make a difference in the communities where we

live and work.

We’re a big company made up of a lot of small parts and

incredibly talented people. We make boots, shore, clothes

and gear that are comfortable enough to wear all day and

rugged enough for all year. We don’t rest on our

accomplishments. If we did, we’d only have ever made one

waterproof leather boot.

Our place in this world is bigger than the things we put in it.

So we volunteer in our communities. Making new products

goes hand in hand with making things better. That means

reducing our carbon footprint and being as

environmentally responsible as we can.





Sustainable Employment Brand Examples

Whole Foods:

They give us ―whole people‖ – and ―whole planet‖ on their site. ―We believe companies, like individuals, must assume their share of responsibilities as tenants of Planet Earth‖. Whole Foods Market in Lincoln Park, Chicago, won for Project of the Year and a Grand Prize in the category of Sustainability – Standalone for its complete integration of sustainable strategies and green building practices. The store was built to the USGBC (U.S. Green Building Council’s) LEED Gold standards and Energy Star standards for buildings.

Proctor and Gamble: www.pgjobs.com

One of the best career web sites that evokes a sense of community, brand awareness, imagination, creativity and socially responsibility through animation, imagery and music.

Starbucks: Living our values – Starbucks commitment to Social Responsibility. Developed a six panel brochure that outlines their values and how the values are woven into their mission statement and guiding principles.




http://www.pgjobs.com/


The Starbucks Brand: it’s all green to me…

and to them!





Green Recruiting

• In the race to attract the most talented, innovative employees,

some companies like GE are painting themselves in green—a

rich environmental green—to boost their recruiting leverage. An

environmental pedigree, recruiting experts say, can help lure

applicants.

Get quoted in articles about environmental initiatives.

Use word-of-mouth, asking employees to spread the environmental

message.

Place job advertisements in magazines read by your target applicants.

Provide environmental talking points to emphasize during the interview

process.

Win environmental awards and attend environmental conferences.

By Charlotte Huff , Workforce Management on line




http://www.workforce.com/archive/feature/25/02/99/index.php


Going Green to Attract, Retain and Repel

What are Your Core Values as it Relates to Being Green?

A report by Sustainable Business Network of Washington (SB NOW)

gives us a great list to why a company should go green.

Their number one reason?

1. Increasing employee satisfaction, retention and productivity

2. Improving operational efficiency and effectiveness

3. Saving energy, water and raw materials

4. Shielding yourself from escalating energy and water prices

5. Branding the business and differentiating it from the

competition

6. Developing a positive, proactive relationship with local compliance

inspectors

7. Reducing pollution, waste and greenhouse gas emissions

8. Avoiding fines and other sanctions green guide and certification





EVP and the Future of Social Networking

and Sustainability

Social

Networks

Company Commitment

Employee Value Proposition/Brand

Recruiting/

Orientation

Training and

Career

Development

Pay,

Recognition,

Performance

Health and

Well-beingFinancial

Security

Work/

Life

Balance

Work

Environment

Sustainability

programs

Program

ContentCommunication

Vehicles

Delivery

Channels

Employees

Leadership

Libby Sartain, co-author ―Brand from the Inside‖





Poll Time: Question 1

Does your company have an

environmental policy?





Poll Time: Question 2

Does your company recycle?





Leveraging Your Green Image to

Attract and Retain Top Talent

• If your company recycles, you have an environmental policy, you just might not be advertising it! This is what creating an employment brand that leverages going green is all about.

• If your company participates in any community activity that is focused on sustainability or environmental pursuits, you may not be leveraging this in your messaging.

• Conduct a brand scan to gather all the data and activities that are currently taking place so you can create the story. You may need a ―story teller‖ to complete this activity.





Brand and Promote Green Recruiting to “Attract‖

• Liberty Mutual spent $40 million on a new consumer and

employment branding campaign. The campaign shifted the way

consumers and potential employees viewed the organization.

They are now known as ―the responsibility company‖:

http://www.responsibilityproject.com/about/

• We cannot talk about the creation of a green HR function

without looking at our views, values, protocol or policies on

social networking!

• Recent search of LinkedIn for ―green‖ groups yielded 3,775!

• Recent Amazon search for books on social networks:

> 866 books about Twitter

> 798 books about My Space

> 1,261 books about Facebook

> 320 books about LinkedIn




http://www.responsibilityproject.com/about/


Join the new LinkedHR Green group!





So how do you get started?

• Do you have an environmental policy? Is it posted your career site?

• Do you have a recycling program? If so, are you tracking (and

communicating) the amount of money you save and landfill space

you’ve freed up?

• Are you using recyclable stock on your recruiting materials?

• Is sustainability one of your core organizational values? If so, is it

listed on your website?

• Have you built in any environmental accountability into your

performance appraisal system?

• Do you incentivize employees in any way to support your

environmental policies?

• If your company has a reward system involving redeemable points,

do you offer a green option, such as pledged donations to earth

friendly causes?

Start by answering these questions. You might be

surprised by how much you already have to work with!





Today’s Employees Want Transparency

• Employees are looking for

a meaningful, authentic

and congruent work

experience

• It is deeply rooted in U.S.

culture to talk about our

jobs

• Cultural fit and values

congruence is paramount

in finding a job you love





Green Talent Management Strategies: The cost of

Using Social Networks Versus Job Boards

• Facebook Free

• MySpace Free

• Youtube Free

• LinkedIn Free

• Blogs (Word Press) Free

• Twitter (application) Free

• Niche boards $$

• Micro sites $$

• Association website ad $$

• Monster $$$

• Career Builder $$$

• LinkedIn Enterprise Solution $$$





Ten Best Green Jobs for the Next Decade

Farmer, Forester, Solar Power Installer, Energy Efficiency Builder, Wind Turbine

Fabricator, Conservation Biologist, Green MBA and Entrepreneur, Recycler,

Sustainability Systems Developer, and Urban Planner

Fast Company: Anya Kamenetz Jan 13, 2009

Illustration by Erika Schneider




http://www.fastcompany.com/user/anya-kamenetz


What are you going to commit to in the next 6 months, 9 months,

12 months to make a shift to sustainability?

1. Evaluate: Collect Data

What measurement, metrics, statistics and benchmarking data will you

use?

TQM, process mapping – look at every Talent Management process

from recruitment through reward and recognition programs

2. Eliminate: Business Processes and Waste

3. Illuminate: Align to Employment Brand and

Promote

Embed in your efforts into your: EVP, website, recruiting materials,

staffing initiatives, video, podcasts, social networks and measure

attraction, retention, candidate perception…

Form a Sustainability Team and Set Strategy





Questions and Final Thoughts

For more information on this presentation or how to greenify your

HR Function, email me at: [email protected] or

call me at: 480-221-9649

There is a dedicated chapter on becoming more sustainable in

my new book, published by SHRM: The Cultural Fit Factor, How

to Create an Employment Brand to Attract, Retain and Repel the

Right Employee.




mailto:[email protected]


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Let us know before May 1, 2011 and we will

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We will do all the shipping, support and hosting of a live interview

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