Monday, May 18, 2009

Does going green matter to applicants?

A lot of people have recommended that organizations explicitly communicate an environmental (green) message to applicants in order to make the organization more attractive to applicants, particularly younger ones. But is this advice sound? Some new research suggests it may be.

In a recent article in the Journal of Business and Psychology, Behrend et al. had 183 participants view a printout of web pages that either did or didn't have a message expressing the organization's support of environmental causes.

First significant finding: the green web page was linked to more job pursuit intentions.

Second significant finding: the link was mediated by organizational reputation.

Third (and perhaps most important) finding: the link was not impacted by individual stance on the environment.

So there may just be something to the advice that greening up your career page can help you attract applicants. Assuming you want to attract more applicants.

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