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When it comes to attracting the best and brightest young people in today’s tight labor market, employers who publicly discuss and demonstrate their commitment to being ‘green’ (eco-friendly) are likely to gain a significant recruiting advantage over their competition.

Disappearing rainforests, endangered species, corporate polluters, and the threat of global warming have made the environment the cause celebre of the new millennium, particularly among younger generations X and Y. These individuals are highly sought after by companies trying to reinforce their ranks in preparation for baby-boomer retirements.

As employers struggle to fill positions amid rock-bottom unemployment, those who underestimate the recruiting power of being green could be making a serious mistake. Several recent surveys indicate a growing number of Americans want to work for an environmentally conscientious company.

Green is Golden

Harris Poll found that 33 percent of Americans would be more inclined to work for a green company compared to an organization that does not make conscious efforts to promote socially and environmentally friendly practices.

The Harris Poll survey also revealed that 52 percent of employed adults think their companies should do more to be environmentally responsible. In the United Kingdom, over 60 percent of the workforce believes that their employer should be environmentally friendly, according to a survey by Internet firm WebEx.

Meanwhile, a 2006 poll by Mortgage Lenders Network USA found that 94 percent of Americans prefer to work in a building that is designed to be energy efficient and ecologically sound. Seventy-two percent of working women and 64 percent of men declared a strong preference for green employers.

A decade ago, a workplace was eco-friendly if it simply kept a recycling bin in the break room. Today’s environmentally conscious workers are more demanding. A company is not even considered green unless it makes a significant commitment to reducing its impact on the environment, from the products and services it offers to the way it heats and cools its offices.

Companies that can offer current and prospective employees environmentally friendly programs such as telecommuting, carpooling and public transportation subsidies will have an advantage over companies that ignore environmental concerns.

In addition to the recruiting benefits of going green, the financial rewards can be considerable. Lighting Components and Design, a Florida-based manufacturer of miniature lighting components, cut its utility bill by $10,300 annually by switching to a high-efficiency heating, ventilation and air-conditioning system with programmable thermostats; mounting ceiling fans in the conference rooms; installing low-flow toilets and water-saving taps on faucets; and enabling the ‘sleep’ feature on all the company’s 50-plus computers.

Eco-friendly companies could also boost their bottom line by attracting socially and environmentally conscious investors. According to the latest available statistics from the National Venture Capital Association, funds going toward alternative energy, enhanced recovery and conservation companies hit $203 million in 2005, up 80 percent from 2004.

Here are some examples of companies that have taken significant steps in the ‘green’ direction:

Advantis Technologies, Inc. – Alpharetta, Georgia

This manufacturer of pool and spa chemicals and surface-water products enhances its environmental performance and bolsters recruitment and retention of employees through ridesharing, teleworking, and flex-time scheduling. Approximately 20 percent of the company’s workforce carpools. Advantis promotes ridesharing through a biweekly company newsletter and Clean Air Campaign transportation fairs, guaranteed rides home, preferential parking, and an awards program that includes gift certificates for shopping and dining. Twelve percent of Advantis employees telecommute.

Yahoo! – Sunnyvale, California

The Internet giant plans to be fully carbon neutral by the end of 2007, meaning it will reduce the amount of carbon emissions it creates and offset the remainder by investing in emissions-fighting projects. Among the steps the company plans to take: purchasing green power near its California headquarters; running its Hillsboro, Massachusetts office on 100 percent renewable energy such as wind and solar power; and using power management controls to turn off nonessential and unused lighting. The company will also offer employees Wi-Fi-enabled shuttle vans, encourage employees to bike to work, and offer discounts on public transportation.

Epson UK – London, England

Headquartered in Hemel Hempstead, Epson UK manages to meet and exceed most standards for energy efficiency and sustainability. Like other Epson facilities, there is a ‘green factory committee,’ and an unusual and impressive ‘energy mirror’ in the main entrance that records and displays real-time electricity and gas use for all to see. The diagnostic device is linked to all the building’s equipment infrastructure and displays energy used and seasonal trends. To cut energy use, the company installed energy-efficient lighting, replaced CRT computer monitors with flat screen monitors throughout the offices, networked PCs to new energy-saving printers, and instructed security contractors to switch off unnecessary plant lighting and equipment. As a result of its efforts, energy consumption per employee fell by 21 percent in the first two years of the program.

Fender Musical Instruments Corp. – Corona, CA

In 2001, the maker of electric guitars and amplifiers made a commitment to waste reduction, which began with employee education and awareness. Employees were asked to continually test new technologies and reevaluate their manufacturing processes. Through this ongoing program, Fender has tried to optimize its use of raw materials, as well as considerably reduce the amount of wood waste and wood-processing by-products produced. Finally, every Fender product is shipped in packaging made from 33 to 66 percent recycled material. Packaging carries a message encouraging customers to recycle and reuse.

Bank of America – San Francisco, California

Before overhauling the headquarters’ cooling system in 1999, managers of the Bank of America Building in San Francisco first took steps that cut the cooling load, allowing for a converted cooling system that was 40-percent smaller and used 56-percent less electricity. In 2006, the banking giant started a pilot program that provides a $3000 subsidy to employees who purchase new hybrid cars. The company now plans to extend the benefit to its 185,000 American workers.