1. 36 HUMAN RESOURCES Soft Drinks International – October 2009
Building a green
employment brand
messages based on reality
©Arpad Nagy-Bagoly (image from Bigstockphoto.com)
T here has been increasing attention and
resources focused on green business. A
search on Google for the term 'green business'
results in over 160,000,000 hits. The most recent
US stimulus package included more than $60
billion in clean energy investments. Regardless
of how much attention and resources are being
placed on being green, there are several variables
to consider before an organisation is ready to
'green' its employment brand.
Organisations
that truly work Is the organisation truly green? that are working on becoming green have set
One of the biggest challenges around defining realistic goals that are not too ambitious to disap-
to improve their what it means to be green is the fact that there are point the stakeholders if goals are not met. This
no agreed-upon standards across the board that is a balancing act. Some companies have taken
green define it. Not even the experts agree on the defi- the route to not reveal the environmental efforts
nition of green. Since agreed-upon metrics do and sometimes making disclosures has backfired
credentials will not exist, the challenge for the organisation is because the stakeholders expected better results.
how to ensure that it is truly green. The first step The key is to manage the expectations of the
attract and is to study the life cycle impact of its products to stakeholders by stating that becoming green is a
retain understand how what the company does affects
the environment:
journey and that it does not happen overnight.
The key is to ensure that whatever claims are
employees who • What is in the products? made have a solid ground to stand on. These
• Where do the materials come from? claims need to be credible and have substance.
hold simiiar • How are the products manufactured? Whatever is claimed needs to be something that
• How are they transported into the market- is truly being done. The worse outcome is to
values, writes place? have employees, potential employees and other
• What happens to the product including stakeholders refer to the company as a 'green
Marguerite packaging once it has been used up? washer'. The term 'green washing' is used to
Granat. Once an organisation truly understands these
describe organisations that spend more money
and time on advertising being green rather than
impacts across the product lifecycle and supply spending resources on environmentally sound
chain it is critical to develop metrics in order to practices.
measure its impact. Some companies have set up
processes to rate themselves. The organisations Understand the environmental profile of
current and potential employees
The company’s concern for the environment
needs to match those of the employees and
potential employees in order for the employment
brand to be effective. The first step is to under-
stand the key drivers that a potential employee
of your company would consider in order to
make a decision to join the organisation. One
approach is to first find out the personal values
of the organisation’s current employees since
they are easily accessible. Focus groups or a sur-
©Dorota Caderek (image from Bigstockphoto.com)
vey could be administered to gain a better under-
standing of how important the environmental
factors are in either continuing to stay with the
organisation and whether these were factors in
deciding to join the company.
The Social Capital Study, conducted by
EarthJustice, a non-profit interest law firm dedi-
cated to protecting the environment, segmented
the US population in 10 categories. The seg-
ments are based on how the individuals relate to

2. Soft Drinks International – October 2009 ENVIRONMENT 37
environmental issues from total disregard to an ronmentally and not communicate this effective-
activist mindset. Three categories out of the 10 ly internally or into the marketplace. Marchand
representing 36% of the population said they emphasises that “as you take stock of your own
cared about the environment. It would be valu- organisation’s efforts of being green, however
able to find out what percentage of the compa- that is defined, do not forget to make the connec-
tion and tell that to your internal employees.
ny’s employee population truly cares about the
environment. This would be a fairly good indica- This will make them proud of your brand and
At PepsiCo,
tor of whether environmental stewardship is crit- services, further improving retention and being green is
ical to either staying or joining the organisation engagement with your culture as well as the
at this point in time. This data will assist in cre- opportunity to clearly communicate to people part of the
ating the right message that will resonate with who you want to attract to the organisation.”
the employee population. Charee Klimek, Managing Director at Vocii (a company’s
According to Paul Marchand, VicePresident, Chicago, Illinois-based brand consultancy that
Global Talent Acquisition at PepsiCo, being helps organisations empower the voices that Performance
green is part of the equation when candidates shape their brand) believes that “making the con-
decide to join PepsiCo. He mentions that being nection about being green with your employees
with Purpose
green in the near term is a differentiator.
“However, in the future,” he adds, “it will be an
will not only make them more proud to represent
your products and services, it will also build a
(PwP) initiative, a
expectation. It won’t be a differentiator. In the stronger foundation for trust, collaboration, idea commitment to
future it will be the entry point, where in order sharing and risk taking throughout your work-
to play everyone will have to be green”. force.” achieving
The reverse also happens when the organisa-
Communicating the message tion is communicating messages that are not sup- business and
The message needs to be based on reality. It is ported by reality, in effect 'green washing'. The
more effective to create a story that employees goal is to create the right fit between the compa-
financial success
and potential employees can support and relate
to. An authentic and realistic story backed with
ny and new employees as well as retain the cur-
rent employees. When current employees feel
while leaving a
details, goals, commitments and preferably veri- proud about the company’s actions, they will positive imprint
fied by third parties will have a larger impact stay longer and become ambassadors. The organ-
because it will have a solid foundation to stand isation is helping its employees meet personal on society.
on. The message needs to exceed the expecta- goals as it relates to the environment. If the
tions of current and potential employees. employee population is environmentally
Emphasise the initiatives that are important to focused, it helps them feel good about the com-
employees. When employees are supporting the pany.
message authentically, they help communicate “Communication is a two-way street,” says
this message to each potential candidate. Klimek. In order to engage employees there
Ultimately, the goal is to create the right percep- needs to be a vehicle that allows employees to
tion. interact and provide feedback. Klimek adds that
At PepsiCo, being green is part of the compa- “when you tap into the ideas that your employ-
ny’s Performance with Purpose (PwP) initiative, ees have about where you can improve being
a commitment to achieving business and finan- green they feel that they being heard, they are
cial success while leaving a positive imprint on helping and collectively they are part of the solu-
society. “We are branding and communicating tion. This creates authenticity.”
PwP,” says Marchan. “It’s heavily communicated
internally. We believe it’s critical for our associ- Conclusion
ates to not only know about it but get involved in It appears that a larger number of employees and
it.” He adds that there is a lot of passion for this recruits are interested in working for a company Marguerite Granat has expertise
program throughout the organisation. For that excels in green leadership. Organisations in both in-house and external
instance, the operations people have a vested that work on improving their environmental executive recruitment and is a
interest in reducing water usage and creating footprint and communicate this effectively are Member of International
green manufacturing facilities such as the plant going to have a strategic advantage by attracting Association For Corporate &
in Modesto, California that is completely relying and retaining a larger number of employees who Professional Recruitment.
on solar energy for its power. are using this criterion to remain or join the Email:
An organisation may do everything right envi- organisation. I marguerite.granat@q.com
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