Cheers,

We need to open our minds in this industry and start learning from our sister functions – consulting firms around the world have made tons of money teaching large organizations how to capitalize on competitive advantage (despite how short-term it may or may not be). The way that products are packaged and sold in one area of the country (or more specifically, the world if you’re an MNC) may not be the same as another. These elements of the marketing mix differ depending on customer segmentation and customer needs in that locale. The way a value proposition is articulated to one customer segment may not necessarily work with another.

Let’s learn from this paradigm – the way an open position, or employment brand, is articulated to Baby Boomers is going to be different than how it is communicated to Gen-Y. Just as Alfred Sloan pioneered GM when he re-engineered his operations to focus around consumer segments, we in the talent function must move away from stubborn traditionalism to make intelligent and sustained progress.

Back in the dot-com days, an Aeron chair or a culture of shorts and T-shirts proved to be a short-term competitive advantage that was capitalized on astute and agile recruitment functions. The point now is that it is a new world, and arguably, a new economy than just 7 years ago. Seize whatever competitive advantage you can, just as is the goal of any other sister function within the organization.

Stay on top of the latest trends; learn what resonates with Gen-X, Gen-Y, Baby Boomers, etc. Speak their language and engage them as candidates in a way that they respect and understand – there is competitive advantage in utilizing this marketing technique within the Talent Acquisition function.

As TPRs’, we must understand and embrace these marketing and sales tactics – in addition, we have much value to add when presenting these findings and philosophies to our clients.

Young Jobseekers Drawn to Eco-Friendly Employers
http://www.jobjournal.com/thisweek.asp?artid=2055

AND

Harris Poll
http://www.harrisinteractive.com/news/newsletters/clientnews/2007_Adecco.pdf

http://www.msnbc.msn.com/id/17969124/
http://www.time.com/time/magazine/article/0,9171,1630552,00.html

Corporate giants from Wal-Mart to HP see cost savings in addition to other benefits. And I think Kevin is simply noting that employers are leveraging an additional benefit of environmental initiatives: it appeals to some candidates who have the choice of either working for a successful, profitable company or working for a successful, profitable company that also is taking care not to trash the environment while at the same time growing its revenues and sustainability fo said revenues by ‘Going Green.’

This really does remind me that this forum (and others I seek out) sometimes gets posts from so-called ‘experts’ by attending this show- or that webinar- then feel it is their obligation to enlighten us on these ‘facts’ (maybe some of you might want to actually read Bernie Goldberg’s book- ‘Crazy’s to the Left of me Wimps to the Right’- where he adresses how many times in the past 50 years- we have been treated with the global warming- global coldness- global warming- global coldness arguments by these ‘experts’- and the sky is falling mantra. THESE ARE DOCUMENTED FINDINGS!

The facts around Global Warming will not be answered by ‘recruiting experts’ more than I would ask a scientist to help me locate the next SAP Functional FICO Senior Manager for the client I am working on.

Now if there are those of you who would like to show me some statistics (I am still waiting from my two previous requests on the ‘geeen hires’) on how global warming is not allowing me to do my job (I had 4 hires last month and not one was a ‘green hire’) then I would welcome it- hey maybe you can get a Nobel Peace Prize for it!

Silly? Yes, just like reading arguments about going green, is going to help me out (notice I never denied this one way or another) so please keep the daggers in.

If you want to recruit in your green world- then by all means that is your choice-and am sure you can carve out a niche for it- I would suggest that each interview you have make sure you ride your bike to the client site, ensure that all your hires MUST ride their bikes to work (I would put this in your job requirement so as to find the best green hire)and conform to the green wishes of the company.

I am sure with a 4.5 unemployment rate adding the ‘greeness’ to the laundry list of the requirements won’t be an added burdon to you in this niche- and would suggest you add a ‘green requirement’ (or even ask the end-user)and include it on your postings- and see how successful you are. Who knows I could be wrong!

To attack people for having a different view on a subject that has really no place in A RECRUITING FORUM- is akin to posting on a scientific forum to gain an understanding of how a scientist would view the next ATS application- while working in the rain forest.

If you disagree then by all means I welcome your feedback- but please keep it professional.

Then I found the following site:
http://www.liveearth.org/partners.php

Official Partners:
MSN (yeah, I can’t stand these guys either!)
Smart (Car Mfgr – I saw TONS of these tiny cars in Paris)
Philips (Electronics Mfgr)
Pepsi (We all know this one!)
esurance (yeah, this one surprised me!)
Stony Yogurt
Stonyfield Farm
Verisign (tech firm)
Absolut (we probably all know this one, too!)

There are a bunch of other companies under the categories of ’supporting partners’, ‘campaign partners’, ‘international/ngo partners’, etc. It looks like there are 11 pure tech firms who sponsored the event.

I also thought to myself, if it would matter if I saw a company there that had a recruiter on-site? Maybe they’d be giving out business cards, or something promotional (earth-friendly, of course). What if Adobe was there? (I mention this company because they are in Dr. Sullivan’s area of San Jose, CA) Would it matter? Well, in all honesty, I think it might. I would respect a company that was there – it’s not to say I’d definitely get hired, but I’d have a good impression of their products and employment brand. It’s just up to us as individuals. The Areon Chair was used as a competitive advantage during the dot-com craze, so maybe a ‘green’ brand can help during today’s talent crunch.?.

However, Dr. Sullivan recommended that it’s likely a good move to incorporate it into your corporate employment brand. That’s pretty good advice today.

Companies are ‘going green’ because it serves two purposes:

1. Risk Management
The mere concept of global warming is now being used by the legal industry to sue almost any industry or company that can even remotely be connected to it. Companies are simply responding to manage risk.

2. Creating a market for products
Just like a market was created for say, Jell-o, companies are always looking for ways to connect their product to the next big trend.

We’ve already seen this ‘green’ stuff come and go before. I believe Ted Danson (actor) predicted the end would come if we did not take care of our mother earth in ten years…about oh, 25 years ago.

Look folks, mother earth will do what comes naturally and we’re just along for the ride. Buying special light bulbs and fawning over ‘green’ musicians isn’t gonna make any difference. And if we have a candidate who will shun ‘non-green’ companies, well, I think there are plenty more who will step into the slot vacated by him or her.

Translation: People are listening, and to many, they want to do whatever they can to help ‘conserve the planet’ or ‘be green’, etc. Evidence: ‘Live Earth’ will be broadcasting this weekend (7/7) as a 24-hr concert in cities on all seven continents.

If savvy corporate recruiting departments can leverage this green-wave to their benefit, then go for it. No one marketing technique or campaign will lure *all* potential customers (or in this case, candidates), but betting on green in today’s day and age is pretty safe. However, keep in mind that you don’t want to sway *all* candidates or consumers – it’s too expensive, and it’s the reason previous generations of CRM failed. The goal is to sway population behavior at the most reasonable cost (and people are already talking about ‘green’ all the time anyway.)

This is as true for consumer products as it is recruiting. If your washing machine uses less water, let the market know. If you’re vehicle burns less gasoline, let the market know. Likewise, if your corporate hq is put together eco-friendly (i.e. Adobe), let the market know.

Speaking to a market’s growing concerns can serve as a short-term competitive differentiator . . . so leverage what people are already talking about to your advantage.

Yes,all those who want a better world for future generations(our children..) would appreciate Al Gore’s efforts in this regard.For that matter George W. Bush, as Texas Governor pushed for and signed a renewable energy portfolio mandate in 1999…. Today, thanks to Governor Bush?s market intervention, Texas is the biggest wind state in America.(See 2)

WHITE X’MAS:

I live in Shimla,a hill station in North India which until about two decades was famous for always having ‘White X’Mas’ but because of illegal large scale felling of trees and construction it may snow as early as Nov or as late as March or not at all or very heavy at that!You never know.

REFERENCE ARTICLE:AWARENESS IS EDUCATION.

Let me commend Dr.Sullivan for bringing this subject to the recruiting arena.It is good that Gen Y and College Grads demand it,job candidates care and Global candidates are passionate about it.True the numbers may be small now but would continue to grow.

It makes us aware of the importance of ‘green recruiting’ which leads to trying out various small though significant innovative ways to bring it about.

Ecomagination advertisements by companies make sound business sense and impact positively on the bottomline but companies for long have associated with causes and have as well as are spending millions.They are also spending millions on subsidies and other facilities but for them millions are like peanuts to Georgians.Every day when their stock goes north or south by many millions they don’t bat an eyelid!(See 3)

Let’s talk billions and please let’s have statistics as they relate to total earnings etc. I/We all look forward to this,DR.Sullivan.

‘Give charity until it pinches’,said Mother Teresa.(And this is a cause affecting us and not charity)

I agree with the author that rewards and subsidies should be given to employees who contribute in some way to the ‘greening’ of environment.

But how do we recruit a ‘green candidate’?What about the laws?The discrimination aspect.

I think that irrespective of being ‘green or not’ a new hire would abide by the policies of the company in this regard.Perhaps a clause in the agreement about it can be added .

PROF.WANGARI MAATHAI:Planting 1 Billion trees

(founder of the Green Belt Movement and 2004 Nobel Peace Prize Laureate)?When we plant trees, we plant the seeds of peace and seeds of hope.?

I salute her as would everyone and hope that her plans for planting and (later on sustaining) one billion trees in 2007 under the auspices of United Nations Environment Program is a success.

How many of the companies as mentioned in the article and discussions have registered at UNEP
and pledeged to plant(please give numbers)and then planted trees so far?

How much in percentage terms have their contributions been to non controversial green groups or movements etc?

CAN THESE COMPANIES BE GREEN?OR CAN WE DO WITHOUT TULIPS AND PICKLED GHERKINS ETC ?!!

We cannot turn back the clock on globalization and reverse technological advancement.The world today is totally interdependant.We have to be pragmatic.Also livilihoods should not be affected.Just a few examples.

The Netherland companies in 2005 earned $23 billions from horticulture exports. flowers, please.

What about jeans,canned goods etc etc flying all over the world and transported by various modes to the remotest parts/villages!How much fuel is being burned?

Yes,localization wherever possible is also taking place.

STATISTICS ABOUT COMPANIES:TALKING GREEN,ACTING DIRTY.

In the article/discussions some statistics have been provided regarding certain companies.Also a name.

Moderators: I may,plese,be given the permission to answer.

*General Electric – $10 billion in revenue in 2005 from their EcoMagination product line

It is good that it is happening.But in 2006 it’s revenue was $ 163.391 billions.

Some other facts:

GE has a history of large-scale air and water pollution… is currently listed as the fourth-largest corporate producer of air pollution. with more than 4.4 million pounds per year of toxic chemicals released into air… been implicated in the creation of toxic waste. …(wikipedia)

New York Times to observe that, ‘while General Electric’s increased emphasis on clean technology will probably result in improved products and benefit its bottom line, Mr. Immelt’s credibility as a spokesman on national environmental policy is fatally flawed because of his company’s intransigence in cleaning up its own toxic legacy.(See 4)

*Boeing – The new 787 aircraft will use 20% less fuel than current models

Yes,That is no meann achievement and lot of expenses must have gone into R&D but it also is good business sense to cut costs.But

Researchers at the University of Massachusetts have listed Boeing as the thirteenth-largest corporate producer of air pollution in the United States.(There’s more at Wikipedia)

*ConocoPhillips – Developed carbon sequestration technology to clean emissions from new coal-fired electricity generation plants.

Commendable without doubt.But

A recent University of Massachusetts study has ranked ConocoPhillips third among U.S. corporate producers of air pollution. According to the researchers, ConocoPhillips facilities release more than eight million pounds of toxic chemicals annually into the air….implicated..
(There’s more)

Yes,Of late it is taking more mesures,I agree.

*Goldman Sachs – Has financed or leased over $50 million in commercial solar panel installations

What’s this $ 50 million compared to it’s net earnings for the year ended Nov 24,2006 which stood at $ 9.54 billions(net revenue:$ 37.67 billion)!!

WHAT OUR HR FRATERNITY CAN DO:

*Spread awareness
*reward innovations and those who abide by it.
*Avoid relocation.
*Try to have employees working out of homes.
*Have max video conferences etc
etc,etc,one can come up with any no of ways

small but sure steps towards ‘greening’.

I am sure that Bill Wager would come out with a blistering reply but then I love one of his company’s guiding principle which says:

Search technology is no substitute for looking someone in the eye.

I mean no disrespect to any member and thank you all for being patient as well as tolerant towards me.

my warmest regards to all and most all who come back to work after celebrating the independance day.
………..

1.From an author,a patent holder of sophisticated software,25 years exp,on a national advisory council,has 11 implementations behind him,praised by a leading public figure.This is not from the profiles at ERE or LinkedIN but by googling that I found.

I was accused of having political agenda and more over where was my outcry over…Yes,I was able to convince him otherwise and now understand each other.

2.Article by Thomas Friedman of NYT ‘The power of Green’ April 15,2007

3.’CRASH’ by Mihir Bose details the way the stock markets move from one country to another 24/7.Written in the aftermath of ‘87 crash,20 years back.Today we also have the internet to reckon with.Couple of facts or rumors can lead to …

4.’Talking Green, Acting Dirty.’ New York Times 12 June 2005
………….

Get with it. We’ve got to think green, go green.
The entire planet is at risk.

The moment Al Gore invented the internet; we should all have known this.

Let me tell you some of the things we do here, to play our part in the greening of the Earth:

We offer carbon debits, that?s right, debits, because people who sell carbon credits often save trees.
We recognize that trees are the single greatest producers of the deadly green house gas, carbon dioxide, so, for a moderate fee, we will destroy a tree in your name and send you a beautifully engraved plastic trophy commemorating your environmental awareness.

Next, we eat steaks, lots and lots of steaks (hamburger too when we ain’t so flush)
Cows are among the most flatulent of Darwin?s creatures and the second most prolific producers of the mortal gas. The New York Times once reported on the extreme environmental catastrophe hanging over the planet because of the increase in cattle ownership among poor Africans.
So we eat the polluting, offensive, capitalist quadruped buggers whenever possible.

Marc, we prevented the end of the world from Alar,DDT, the Comet Kahoutek, Global freezing, nuclear winters, sunspots, cell phones and innumerable other ‘catastrophes of the decade’ We’ll come through this too, if you make the sacrifices necessary to keep me gassed up.

I’d tell you more but I have to go gas up now, A Hemi just drinks the stuff like hippies drink bottled water.

Bill Wager
Hunter Green
40 Exchange Place
New York, NY 10005 212-742-0990

The rest of the article is focused on selling a person’s book. If we are going to do a ‘this for that’ I am happy to provide the readers with several articles as well- but remember, I did not start this ‘discussion’. I make no apologies to making money and feeding my family- and as a family we do our share of trying to make our lives better- I just don’t go around espousing how great I am and what I do!

Let’s have a true discussion as I have asked about getting a survey done. Who can argue with that? It might really open some eyes from ‘facts’ generated, and not make generalizations- anybody can do that!

I will pick-up my own survey- and start today interviewing those I interface on the high-end ERP side, and provide my response by the end of the month.

Here are some of those crazy hippies that are making huge bets on Green technology:

General Electric – $10 billion in revenue in 2005 from their EcoMagination product line.

Boeing – The new 787 aircraft will use 20% less fuel than current models.

ConocoPhillips – Developed carbon sequestration technology to clean emissions from new coal-fired electricity generation plants.

Goldman Sachs – Has financed or leased over $50 million in commercial solar panel installations.

Please don’t attack the messenger. As a charter member of generation Y and also a founder of an consulting firm focused on supporting environmentally-mindful organizations, I am working with companies and candidates on a daily basis who are making business decisions based on their personal values, a quality work environment, and yes, the degree of ‘green’ attributes of companies’ products and company culture. This trend may not have hit your sector or your candidate demographic yet, but it is coming, and for my candidate pool, it’s here today and we are winning our local battle for talent by riding its wave with integrity. It’s a huge opportunity to differentiate ourselves from the rest of the pack in our field.

I was not an environmentalist before I got involved with the green tech space. I was more concerned with the national security risks associated with an imported oil supply chain. (There would have been no opportunity for a drunk captain to beach a billion dollar oil tanker and spend $2.5 billion on cleaning up the mess if we ran our electric grid and vehicles mostly based on solar, biomass, windpower, and high-capacity batteries.) I still don’t call myself an environmentalist – I am more of a ‘people-ist’ and understand that harsh and sometimes unacceptable tradeoffs are made when trees, land, and animals are favored over people and their livelihoods. But I find that people who do care about the environment are usually attuned to things I value in an employee – caring about something beyond themselves, including their teams and company goals, and an ability to work together effectively. These people want to do meaningful work that goes beyond making profits and enriching shareholders. They want to spend their energy on work that actually makes life better for themselves, their customers, and the world.

Even if someone we hire is not all that environmentally concerned (we do make a consious effort not to filter people based on ideology on either the left or the right), we can talk to them them about exiting new technologies we are supporting or working with companies making them, like computer servers that use 75% less electricity, solar PV, windpower, plug-in electric hybrids, biofuels, tidal power, windpower, organic agriculture, green construction practices, and a host of other product innovations that came about because a visionary decided their life’s passion was to make something that was previously just a commodity into a environmentally restorative or people-healthy thing rather than a cheap commodity to be thrown away after 1 use and put in a landfill to live for another 10,000 years.

Money is a measure of material value. But it is not the exclusive measure of Values. I respect anyone who finds their work meaningful and valuable to themselves, their community, and their children. Do we lose candidates for whom money trumps lower financial return in a specific position? Sure. But in that case, the talent marketplace worked – they wouldn’t have been aligned with our company’s mission. And in most cases there is no tradeoff – we can offer high rates for meaningful work with great organizations, because we know what our mission is and we have no trouble finding and hiring top talent because of it.

Regards.

http://content.monster.com/articles/3472/18579/1/home.aspx

http://www.newscorp.com/energy

http://www.signonsandiego.com/uniontrib/20070421/news_1n21green.html

http://www.msnbc.msn.com/id/17996834/site/newsweek/

http://jobs.treehugger.com/

If your company has decided to take a ‘green’ position in the marketplace then that needs to translate somehow into your workplace. I don’t think it would make any sense for the recruiting department to be the only one’s telling a ‘green’ story about the company. However, if your company has decided that being ‘green’ is important and they’ve developed a workplace that reflects that (ex. organic foods in the cafeteria, money for buying a hybrid vehicle, etc.) than why not exploit that in your recruiting pitch? I don’t see it as any different than exploiting some other unique benefit a company might offer to it’s employees.

It’s also important to understand who you are trying to attract to work for you. I’m not sure a kid coming out of Harvard with an MBA looking to join a hedge fund in NYC is going to be influenced in his employment decision by organic foods in the cafeteria. However, the same kid looking to work for a VC firm like Kleiner Perkins in Menlo Park should care about their ‘green’ position since they’re investing $100M into green technologies as a key component of their investment strategy.