Congruence of Eco Friendly Brand Image and Employee Retention
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Congruence of Eco Friendly Brand Image and Employee Retention

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Congruence of Eco Friendly Brand Image and Employee Retention

Congruence of Eco Friendly Brand Image and Employee Retention

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  • 1. CONGRUENCE OF ECO-FRIENDLY BRAND IMAGE AND EMPLOYEE RETENTION
    Presented By:
    Pinaki Basu
  • 2. Abstract
    Buzz relating environment in recent years
    Concepts coming up, like-
    Green Marketing
    Green Supply Chain
    Green Brand
    Huge investments by companies
    But how relevant these eco-friendly activities are for its employees?
  • 3. Purpose
    Proposes a set of findings about the congruence of eco-friendly brand image of a firm and its employee retention.
    The aim of the study is to test how much is the eco-friendly brand image, rated as a factor affecting employee engagement.
  • 4. Research Methodology
    Developing Research Plan
    Research Design:
    Descriptive Research
    Data Source
    Research Method
    Research Instrument
    Sampling Plan
    Contact Method
    Methods of Data Interpretation
  • 5. Overview
    Corporate Social Responsibility (CSR)
    ethical and socially responsible business behavior.
    “Contributing to sustainable development by working to improve the quality of life for employees, their families, the local community and stakeholders up and down the supply chain.”
    World Commission on Environment & Development
  • 6. Cont...
    Green initiatives – ‘A Tool’
    It allures the customer, employees, other stakeholders and shareholders.
    An important tool for employee retention.
  • 7. Key Findings
    Eco-friendly brand image increases employee morale, loyalty, retention, attendance, and performance
  • 8. Cont...
    Simple tool- for today’s HR managers.
    93% employees agree that a company that supports the community is probably a good company to work for and they take pride in it and indirectly it boost their morale.
  • 9. Key Findings
    Green initiatives develop employee skills
  • 10. Cont...
    Volunteering green initiative programs.
    Develop competencies like:
    Teamwork
    Planning
    Implementation
    Communication
    Project management
    Problem solving
    Budgeting
    Listening skills
    Customer focus.
  • 11. Key Findings
    Eco-friendly brand image increases customer goodwill and loyalty thus helping the employees indirectly
  • 12. Cont...
    Help to differentiate a company from its competitors.
    Increase brand loyalty.
  • 13. Key Findings
    Green initiatives improves relationships with the community and motivates other firms to focus on the issue
  • 14. Cont...
    No need to sacrifice profits.
    It can:
    Open new markets
    Reduce local regulatory obstacles
    Provide access to the local political process
    Generate positive media coverage
    Increase company or brand awareness within the community
  • 15. Key Findings
    Green initiative is one of the important retention factors
    Rank wise:
    Growth opportunity
    Brand Image ( In terms of social responsibility)
    Work ambience
    Salary
  • 16. Cont...
  • 17. Conclusion
    Green issues does impact on retention.
    But it also impact on employee engagement.
    Higher the engagement –
    Higher is the productivity
    Lower is the absence and stress
  • 18. Thank You