Congruence of Eco Friendly Brand Image and Employee Retention

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