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					             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 define green
 •   Three step process for creating a sustainable recruiting practice:
     Evaluate, Eliminate, 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

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                                             What Does Green Mean?




           The discussions about
green recruiting are springing up everywhere


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            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.”




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       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
           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, 2007


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                                      What is Green Recruiting?




                                                                  The reality is
                                                                   in the data




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                                     What is Green Recruiting?




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                                      What is Green Recruiting?




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                              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



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     The Benefits of Going Green Can Be Extremely
            Profitable…If You Know Where to Look




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                              Three Step Process for Creating a
                                       Sustainable HR Practice


  1. Evaluate
  2. Eliminate
  3. Illuminate




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                    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?

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                        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?




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                  Step 1: Evaluate – Diagnostic Check List

Begin with an evaluation of the employee life cycle: every touch point
    -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
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                              Data Talks – Green Washing Walks

- Compile all the information you can find about your company’s
employment brand and your level of greenness before getting
started. There may be initiatives underway that you’re not
aware of.

- A Google search is where you may have to start to find best
practice examples. From the home page, click “Google Scholar”
for an amazing amount of data that has already been collected
and validated.

- Go to your competitors’ websites and see how green they are.

- Check out a green publication resources like:
www.greenatworkmag.com/ a magazine dedicated to being
green at work!


www.emergeinternational.com      http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
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 or saving money?

• Youtube video: Duke University on
  Measurement. This is a great short look
  at what should be measured in your
  efforts: http://www.youtube.com/watch?v=iXsaYR1Izqw
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                        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?
     > www.carbonfootprint.com



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 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
                          The way we interview candidates is
                                           forever changing

                                                                   HIREVUE




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                              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


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                    High Ticket Price for Some Approaches


•   Marriott International and Starwood Hotels will introduce expensive,
    high-end videoconference systems at several properties by year's
    end, a nod to the reality that technology is replacing more trips as
    companies trim travel costs.
•   The videoconference systems each cost up to $350,000 and are
    ideal for meetings of fewer than 20 people. Each system — three
    65-inch HD monitors that project life-size images and offer crystal-
    clear audio — will be housed in a room of about 400 square feet.
•   Guests at the hotels can book by the hour, with hourly prices
    ranging from $400 to $500 per room – much like Kinko's.
•   Videoconferencing has grown rapidly in recent years as more
    companies cut back on business travel. In 2008, the global
    videoconferencing market rose 24% to $2.4 billion and will more
    than double to $5.7 billion by 2013, Frost & Sullivan says.



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                     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                             $     50
   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 travel
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                    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 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
           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 ……… let’s take a look

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


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               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”.

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.


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




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Global 100: Most Sustainable Corporations in the World
                   Here are the US-based Corporations


• Advanced Micro Devices                       •     Goldman Sachs
• Alcoa                                        •     Hewlett-Packard
• Amazon.com                                   •     Intel
• Baxter International                         •     Nike
• Coca Cola Company                            •     PG & E
• Dell                                         •     Pinnacle West Capital
• Eastman Kodak                                •     Procter & Gamble
  Company                                      •     Prologis
• FPL Group                                    •     State Street
• Genzyme                                      •     The Walt Disney Company
                                               •     United Technologies



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

 www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
                                   EVP and the Future of Social Networking
                                                         and Sustainability


                            Company Commitment

                                       Employees

               Employee Value Proposition/Brand

Recruiting/         Training and       Pay,       Health and Financial         Work/     Work
                                                  Well-being Security                                                 Social
Orientation           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”
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                                                  Poll Time: Question 1


Does your company have an
environmental policy?




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                                                     Poll Time: Question 2


Does your company recycle?




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                              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.

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      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


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                        Join the new LinkedHR Green group!




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                                          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
                      Quick Quiz on Social Networking and
                                              Social Media
                                     • Do you Google potential
                                       candidates before making an
                                       offer?
                                     • Do you tweet on Twitter?
                                     • Have you created a
                                       Twellowhood?
                                     • Are you currently blocking
                                       access to Myspace at work or
                                       have malware protection?
                                     • Do you agree that web 2.0 is
                                       just another fad?
                                     • Have you had an encounter
                                       with a “virtual world”?
                                     • Do you blog or feel bloated
                                       after a large meal?

www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
                  What is Social Media and Social Networking
                    and Why is it Important to Being Green?

                                • Social media has created a
                                  fundamental shift in the way
                                  people communicate via real-
                                  time conversations online.
                                • Social networking: any
                                  application or website that
                                  links communities of people
                                  together through the ability to
                                  upload and share media such
                                  as photos, videos and
                                  bookmarks, blogs, or to a
                                  message or link with friends,
                                  or to make new ones.

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                              The World of Social Networking
                                        Changes Every Day!




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                                              Social Media Revolution



http://www.youtube.com/watch?v=sIFYPQjYhv8




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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
          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
•     Potential employees are twittering
      about their job interviews, the people
      who are interviewing them and how
      they are being treated. This is a
      potential PR nightmare or
      outstanding exposure opportunity.
•     How many of you are using
      Twitter to find passive
      candidates?

    www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
     Form a Sustainability Team and Set Strategy
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?

2. Eliminate: Business Processes and Waste

TQM, process mapping – look at every Talent Management process
from recruitment through reward and recognition programs

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…
 www.emergeinternational.com   http://linkedin.com/in/lizzpellet   http://twitter.com/lizzpellet
                                 Questions and Final Thoughts


For more information on this presentation or how to greenify your
HR Function, email me at: lpellet@emergeinternational.com 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.

Our friends at GreenJobInterview.com are offering you a free
webcam and demo – just tell them we sent you!

www.greenjobinterview.com/emergeinternational


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

				
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