You’ve probably heard the term “Green is the new black.” And it’s true, even in recruiting and retention. Just as organizational culture was touted in the 1990’s as essential for business success, commitment to preserving the environment is ballyhooed this decade. So, to stay competitive, it is critical for companies to invest in reducing waste and inefficiency, ultimately ensuring that sustainability practices are in line with organizational core values.

One of the many positive outcomes of taking steps to create a sustainable HR practice is the creation of an easy-to-recognize “green” brand — one that simultaneously conveys your environmental responsibility while at the same time acts as a clear recruiting campaign. From recycling and car pooling to telecommuting and video interviewing, it is critical to start looking at the bigger picture and create a cohesive message that communicate your company’s practices and ideals to current and potential employees alike.

Lizz Pellet is a Fellow from Johns Hopkins University and the CEO of EMERGE International. She is the author of Getting Your Shift Together: Making Sense of Organizational Culture and Change. Her next book, The Cultural “Fit” Factor, published by SHRM will be out in June, 2009. Lizz is a certified national speaker and has presented over 70 professional learning sessions in the past three years.

EMERGE International is a California based consultancy firm dedicated to improving the ROI of organizational culture, employment branding and transformational change efforts. In 1998, Lizz pioneered the development of the Cultural Health Indicator™ (CHI), a validated organizational culture diagnostic instrument. In 2007, she introduced the Brand Enhancer, a comprehensive solution that combines culture and employment branding. The Brand Enhancer supports organizations attract and retain the “right” employees and repel those that just won’t fit.