CONGRUENCE OF ECO-FRIENDLY BRAND IMAGE AND EMPLOYEE

RETENTION

Presented By:Pinaki Basu

Abstract• Buzz relating environment in recent years• Concepts coming up, like-– Green Marketing– Green Supply Chain– Green Brand

• Huge investments by companies• But how relevant these eco-friendly activities

are for its employees?

Purpose • Proposes a set of findings about the

congruence of eco-friendly brand image of a firm and its employee retention.

• The aim of the study is to test how much is the eco-friendly brand image, rated as a factor affecting employee engagement.

Research Methodology• Developing Research Plan –Research Design:• Descriptive Research• Data Source• Research Method• Research Instrument• Sampling Plan• Contact Method• Methods of Data Interpretation

Overview• Corporate Social Responsibility (CSR)– ethical and socially responsible business behavior.

• “Contributing to sustainable development by working to improve the quality of life for employees, their families, the local community and stakeholders up and down the supply chain.”

– World Commission on Environment & Development

Cont... • Green initiatives – ‘A Tool’

• It allures the customer, employees, other stakeholders and shareholders.

• An important tool for employee retention.

Key Findings• Eco-friendly brand image increases employee

morale, loyalty, retention, attendance, and performance

93%

7%

Affect of Firm's Eco-Friendly Brand Image on Emplyees' Morale

Feel Good To Work For Eco-Friendly Company

No Feel Good Factor

Cont...• Simple tool- for today’s HR managers.

• 93% employees agree that a company that supports the community is probably a good company to work for and they take pride in it and indirectly it boost their morale.

Key Findings• Green initiatives develop employee skills

Budgeting

Problem Solving

Project Management Skill

Communication

Team Work

0 5 10 15 20 25 30 35 40

10

14

36

12

28

Employee Skill Enhancement with Green Initiative Programmes

Cont...• Volunteering green initiative programs.• Develop competencies like:

• Teamwork• Planning • Implementation• Communication• Project management• Problem solving• Budgeting• Listening skills • Customer focus.

Key Findings• Eco-friendly brand image increases customer

goodwill and loyalty thus helping the employees indirectly

Less Than 10% 10%-25% 26%-50% 51%-75% 75%-90%0

10

20

30

40

50

60

70

2

16 20

58

4

Percentage Benefit to The Employees

Cont...• Help to differentiate a company from its

competitors.

• Increase brand loyalty.

Key Findings

Don't Know

Non Eco-Friendly Companies

Eco-Friendly Companies

0 10 20 30 40 50 60

No of Respondants

Type

of C

ompa

nies

Green initiatives improves relationships with the community and motivates other firms to focus on the issue

Cont...• No need to sacrifice profits.• It can:

• Open new markets• Reduce local regulatory obstacles• Provide access to the local political process• Generate positive media coverage • Increase company or brand awareness within the

community

Key Findings• Green initiative is one of the important

retention factors• Rank wise:

1) Growth opportunity2) Brand Image ( In terms of social responsibility)3) Work ambience4) Salary

Cont...

28%

24%14%

34%

Employee Perception About Green Activities By The Firm

Concern with Salary and GrowthHappy If My Firm Focuses on being Eco-FriendlyNeutralAshamed of the Fact-Firm Paying Heed to the Issue

Conclusion• Green issues does impact on retention.

• But it also impact on employee engagement.

• Higher the engagement – • Higher is the productivity• Lower is the absence and stress

Thank You