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
Top Related