HOW TO GET HR GREEN? …and How it Effects Your     Employer Brand                            1
HOW TO GET HR GREEN?             …and how it effects your                        employer brand                           ...
How To Create a Green Recruiting Practice                               Lizz Pellet                    Fellow Johns Hopkin...
What Does Green Mean?           The discussions aboutgreen recruiting are springing up everywherewww.emergeinternational.c...
Why is Green Important to your Recruiting                  Strategy and Overall HR Initiatives?                         Th...
Gut Data: Our Intuition (and the Love of Google              and Other “Cool Companies”) Tell Us…•     Going green is beco...
Why is Green Important to Your Recruiting                 Strategy and Overall HR Initiatives?     ―While candidates of al...
What is Green Recruiting?                                                                  The reality is                 ...
What is Green Recruiting?www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
What is Green Recruiting?www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
Lots of Definitions Out There... Employers committed to ―Green Recruiting‖ recognize and embrace the broader issues of soc...
The Benefits of Going Green Can Be Extremely            Profitable…If You Know Where to Lookwww.emergeinternational.com   ...
Three Step Process for Creating a                                       Sustainable HR Practice  1. Evaluate  2. Eliminate...
Step 1: Evaluate - Perform a Diagnostic-   Are any of your products and/or    services environmentally    sustainable?-   ...
Step 1: Evaluate - Perform a Diagnostic-     Is your firm involved in outside (community) activities to      compensate fo...
Step 1: Evaluate – Diagnostic Check ListBegin with an evaluation of every touch point in the employee life cycle    -Work ...
Step 2: Eliminate – Get Rid of Redundancy and Deploy      Business Process Reengineering to the HR Function• Measurement a...
We Need to Quantify Our Efforts with                                        Charts and GraphsSo what’s a ton of paper…real...
Can a company whose green commitment is rising, afford a              recruitment function and process that isn’t?• Gerry ...
The way we interview candidates is                                           forever changing                             ...
The Expert View on the Interview  The Business Case for Adopting the “Interview from Anywhere”  Approach  Increasing the n...
Low Ticket Price for Some Approaches                   Interviews an Engineer from the Dominican Republic                 ...
www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
CO2 Reduction Using Virtual Interviews            645 kg CO2                                 17 kg CO2    In-person Interv...
Step 3: Illuminate - Employment Branding and                                       Green Messaging•     Employment brandin...
Sustainable Employment Brand ExamplesTimberland: The Mission     > Our mission is to equip people to make a difference in ...
Sustainable Employment Brand ExamplesWhole Foods:   They give us ―whole people‖ – and ―whole planet‖ on their site.   ―We ...
The Starbucks Brand: it’s all green to me…                                            and to them!www.emergeinternational....
Green Recruiting•    In the race to attract the most talented, innovative employees,     some companies like GE are painti...
Going Green to Attract, Retain and Repel What are Your Core Values as it Relates to Being Green?A report by Sustainable Bu...
EVP and the Future of Social Networking                                                         and Sustainability        ...
Poll Time: Question 1Does your company have anenvironmental policy?www.emergeinternational.com   http://linkedin.com/in/li...
Poll Time: Question 2Does your company recycle?www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://tw...
Leveraging Your Green Image to                                 Attract and Retain Top Talent• If your company recycles, yo...
Brand and Promote Green Recruiting to “Attract‖•     Liberty Mutual spent $40 million on a new consumer and      employmen...
Join the new LinkedHR Green group!www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/liz...
So how do you get started?        Start by answering these questions. You might be      surprised by how much you already ...
Today’s Employees Want Transparency• Employees are looking for  a meaningful, authentic  and congruent work  experience• I...
Green Talent Management Strategies: The cost of       Using Social Networks Versus Job Boards                             ...
Ten Best Green Jobs for the Next Decade Farmer, Forester, Solar Power Installer, Energy Efficiency Builder, Wind Turbine  ...
Form a Sustainability Team and Set StrategyWhat are you going to commit to in the next 6 months, 9 months,12 months to mak...
Questions and Final ThoughtsFor more information on this presentation or how to greenify yourHR Function, email me at: lpe...
A special Earth Day offer from our friends:             www.greenjobinterview.comLet us know before May 1, 2011 and we wil...
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How To Get HR Green?...and How it Effects Your Employer Brand

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From the RecruitingTrends.com Contributor Lizz Pellet, Fellow, Johns Hopkins University - Chief Culture Officer at EMERGE International

The 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

Join RecruitingTrends.com and listen to the webinar which featured this slide-deck.

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How To Get HR Green?...and How it Effects Your Employer Brand

  1. 1. HOW TO GET HR GREEN? …and How it Effects Your Employer Brand 1
  2. 2. HOW TO GET HR GREEN? …and how it effects your employer brand Metrics are Easy! – Analytics?Presented by: Now We’re Talkin’ Geoffrey Dubiski • April 29, 2009 Lizz Pellet Fellow, Johns Hopkins University SHRM Staffing Management Conference & Exposition Chief Culture Officer at EMERGE International 2
  3. 3. How To Create a Green Recruiting Practice Lizz Pellet Fellow Johns Hopkins University and CCO of EMERGE International Todays 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 Internationalwww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  4. 4. What Does Green Mean? The discussions aboutgreen recruiting are springing up everywherewww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  5. 5. Why is Green Important to your Recruiting Strategy and Overall HR Initiatives? 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. 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.‖www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  6. 6. 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! www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  7. 7. Why is Green Important to Your Recruiting Strategy and Overall HR Initiatives? ―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, 2007www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  8. 8. What is Green Recruiting? The reality is in the datawww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  9. 9. What is Green Recruiting?www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  10. 10. What is Green Recruiting?www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  11. 11. 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/ye6p6yrwww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  12. 12. The Benefits of Going Green Can Be Extremely Profitable…If You Know Where to Lookwww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  13. 13. Three Step Process for Creating a Sustainable HR Practice 1. Evaluate 2. Eliminate 3. Illuminatewww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  14. 14. 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?www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  15. 15. 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? www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  16. 16. Step 1: Evaluate – Diagnostic Check ListBegin 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 benefitswww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  17. 17. 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=r elated• http://www.youtube.com/watch?v=yQykGinvNrw&feature= related www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  18. 18. We Need to Quantify Our Efforts with Charts and GraphsSo 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?www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  19. 19. 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. www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  20. 20. The way we interview candidates is forever changing HIREVUEwww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  21. 21. 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, 2009www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  22. 22. Low Ticket Price for Some Approaches 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 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 travelwww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  23. 23. www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  24. 24. CO2 Reduction Using Virtual Interviews 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!www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  25. 25. 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 www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  26. 26. Sustainable Employment Brand ExamplesTimberland: 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.www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  27. 27. Sustainable Employment Brand ExamplesWhole 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.www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  28. 28. The Starbucks Brand: it’s all green to me… and to them!www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  29. 29. 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 www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  30. 30. 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 productivity2. Improving operational efficiency and effectiveness3. Saving energy, water and raw materials4. Shielding yourself from escalating energy and water prices5. Branding the business and differentiating it from the competition6. Developing a positive, proactive relationship with local compliance inspectors7. Reducing pollution, waste and greenhouse gas emissions8. Avoiding fines and other sanctions green guide and certification www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  31. 31. EVP and the Future of Social Networking and Sustainability Company Commitment Employees Employee Value Proposition/BrandRecruiting/ Training and Pay, Health and Financial Work/ Work Well-being Security SocialOrientation Career Recognition, Life Environment Networks Development Performance Balance Sustainability Leadership programs Program Communication Delivery Content Vehicles Channels Libby Sartain, co-author ―Brand from the Inside‖ www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  32. 32. Poll Time: Question 1Does your company have anenvironmental policy?www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  33. 33. Poll Time: Question 2Does your company recycle?www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  34. 34. 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.www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  35. 35. 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 www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  36. 36. Join the new LinkedHR Green group!www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  37. 37. So how do you get started? Start by answering these questions. You might be surprised by how much you already have to work with!• 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? www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  38. 38. 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 lovewww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  39. 39. 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 $$$ • LinkedIn Enterprise Solution $$$www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  40. 40. 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 Schneiderwww.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  41. 41. Form a Sustainability Team and Set StrategyWhat are you going to commit to in the next 6 months, 9 months,12 months to make a shift to sustainability?1. Evaluate: Collect DataWhat measurement, metrics, statistics and benchmarking data will youuse?2. Eliminate: Business Processes and WasteTQM, process mapping – look at every Talent Management processfrom recruitment through reward and recognition programs3. Illuminate: Align to Employment Brand andPromoteEmbed in your efforts into your: EVP, website, recruiting materials,staffing initiatives, video, podcasts, social networks and measureattraction, retention, candidate perception… www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  42. 42. Questions and Final ThoughtsFor more information on this presentation or how to greenify yourHR Function, email me at: lpellet@emergeinternational.com orcall me at: 480-221-9649There is a dedicated chapter on becoming more sustainable inmy new book, published by SHRM: The Cultural Fit Factor, Howto Create an Employment Brand to Attract, Retain and Repel theRight Employee. www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet
  43. 43. A special Earth Day offer from our friends: www.greenjobinterview.comLet us know before May 1, 2011 and we willprovide you with two free webcams and a firstinterview on us.We will do all the shipping, support and hosting of a live interview– for free!What have you got to lose? Click here for more details and anopportunity to test drive our solution and experience theoutstanding customer service and ROI of live virtual interviews:http://www.greenjobinterview.com/webinars/ www.emergeinternational.com http://linkedin.com/in/lizzpellet http://twitter.com/lizzpellet

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