The victors in this year’s college recruiting wars may attract Gen Yers by throwing lots of green at them. Not signing bonuses and hefty salaries, but trees. Towers Perrin intends to appeal to new grads by demonstrating its commitment to the environment, so the professional services firm will donate 100 trees to American Forests’ Global ReLeaf education and action program for each of the 50 career fairs it holds on college campuses beginning in September. It’s a new twist to recruit “green-minded” grads by a company that doesn’t specialize in environmental jobs.

Towers Perrin has also printed all of its recruiting brochures and materials on recycled paper and will distribute T-shirts embellished with the phrase “Go Green” to grads who attend the firm’s office recruiting events, according to recruiting director Jen Warne.

“We’ve tied an eco-friendly theme throughout our entire recruiting campaign, including our pending launch of a new page on Facebook,” says Warne. “It’s a clear demonstration of our corporate values, so we’re hoping it will differentiate us from our competitors.”