by Toby Nathan May 12th, 2010 tags: clientdevelopment green marketing
Companies like Johnson & Johnson, Intel, and Starbucks have painted
themselves in shades of green to boost their recruiting and leverage their
environmental pedigree to attract talent.
These companies also ranked in the Top 10 on Newsweek’s 2009 Green
Rankings List. This list identifies their exclusive environmental ranking of America’s 500 largest corporations.
Whether you are a small or large recruiting firm, I think it is equally
important to show your clients and candidates your green credentials.
Green recruiting, essentially, is the sharing of your company commitments
to the environment with the candidates you are trying to recruit, and it
transcends whether it is for your own firm, or for your clients. After
all, third-party recruiters are companies and we all must make an active
contribution to the sustainability of global resources. We take our social
responsibility very seriously and are acting because it makes us feel good
and is the right thing to do.
As recruiters and companies, we should continuously seek ways to set and
implement best practices which reinforce our commitment to a greener
environment. In our business this may mean doing the following activities
in our daily operation very differently:
? Recruiting firms are choosing video conferencing to
increase productivity and improve efficiency. Today businesses
realize that videoconferencing is a powerful green technology
solution. It can be used instead of travel, and will streamline the
hiring process. High-quality videoconferencing can provide a
realistic candidate impression that recruiters can utilize for a
nationwide interview process. We have had clients also use
videoconferencing to replace the first set of in-person interviews.
Implement other interviewing ideas and techniques which allow you
to more effectively evaluate and assess candidate interests,
qualifications and cultural fit via telephone and Webcam (Skype).
We’ve been able to reduce the amount of air travel to candidate
interviews and do face-to-face interviews with the top finalists
for a search project. This equates to less travel, less cost, and
faster search project cycle time.
? Invite finalists to visit you at the
airport, scheduling multiple interviews on one target date whenever
possible. Candidates never leave the airport (no rental cars and
no ground transportation – dollars saved, reduced emissions, and
no missed return flights).
You can preview and final edit all your
documents on-screen. If you use a copier see if you can
re-manufacture/recycle the toner cartridges. If you need to print,
use recycled paper and create double-sided copies. Scan, transmit,
and store documents electronically for instant retrieval. This
creates a reduced need for file folders or cabinets (less office
floor space required-smaller footprint), reduced energy
? Your kitchen supplies
– everything from cutlery and plates to cleaning supplies can be
eco-friendly. Substitute eco-friendly alternatives in your office
supplies as well.
? In the
recruiting industry face to face meetings are still seen as the
primary way to win business. Until we can get business in this
country to buy-in to the idea of teleconferencing we will still
continue to drive to client meetings and candidate interviews!
I recently saw an advertisement for GreenBizCheck – an environmental
certification company located in Australia and New Zealand. Recruitment
Extra, wholly owned by Thomson Reuters, a leader in publishing, is also
teamed up with GreenBizCheck.
It caught my attention because they provide the recruitment industry with
a “credible, practical environmental assessment and reporting program
which provides firms with a world-leading, low cost, independent green
sustainability programs” and certification packages offerings. Its
website lists six recruiting organization partners and clients – all
outside of the United States. Interesting!
For all of us in the recruiting world, the short-term corporate objective
is to reduce our environmental impact by energy usage reduction policies,
reducing reliance on paper copy, recycling of all possible waste,
investing in green cars, and in carbon offsetting initiatives.
From a marketing/sales point of view, this could well be the difference
between winning and losing future business.