Sustainability, Employees and Social Media: 4 Keys to Success

联合利华澳大利亚/新西兰最近通过宣布“每位员工都是可持续性的负责人”发起了一项开创性的运动。竞彩足球app怎么下载联合利华公司澳大利亚公司事务经理艾玛·孔雀（Emma Peacock）解释说，这项运动是他们当地努力的开始，使员工参与积极的环境和业务目标，以此作为他们的一部分全球联合利华可持续生活计划.

"It's the only way to achieve the growth that we have planned over the next 10 to 30 years," Peacock said. "Frankly, we can't do it unless everyone is involved," she said. To that end, each employee got five business cards and a job manual. Some employees were also featured in posters around the workplace.

Unilever's multi-channel effort is truly impressive. But the company is not alone in thinking employee engagement is critical to the long-term success of sustainability initiatives. A最近对可持续性高管调查竞彩足球app怎么下载Green Research进行的表明，员工敬业度将是2012年重点领域之一。

This growing emphasis on employee engagement has multiple roots. For starters, it has a bottom line benefit. Dupontrecently announced billions of savings in energy costs，归功于“可持续性文化”，而不是一些新的升级或设备。竞彩足球app怎么下载尽管无数公司竞彩足球app怎么下载的可持续性高管通常花费时间来解决报告，碳测量工具和能源改造等直接计划，但他们开始看到行为改变也会产生积极的影响。但是，很难影响。

Unilever acknowledged as much in the consumer insights report that accompanied their global initiative, entitled "激发可持续生活：对消费者行为的专家见解和联合利华的五个杠杆." [PDF] A letter from CEO Paul Polman that introduces the report likens sustainable behavior change to as the challenge of fitness and weight loss. He explains that they are making this framework available to everyone because it's the only way to make "sustainable living an everyday reality rather than a pipedream."

如果吸引员工是目标，那么挑战现在将变成寻找真正有效的策略。大多数公司没有正式的可持续性计划，可以纳入员工的敬业度，而那些经常竞彩足球app怎么下载会有势力。在一个survey released this month from Brighter Planet[PDF], more than 50 percent of employers are now promoting sustainability to their employees on a frequent basis, but only 17 percent have formal programs. Worse news is that only 14 percent of employees believe the efforts to engage them are very effective.

However, a growing body of research identifies employee engagement programs that do work -- and many have social media at their core. The Brighter Planet survey found that organizations with programs that empowered employees to share ideas were six times more likely to be effective. Sustainable Brands Insights recently released a survey that showed 50 companies were already using social media in their sustainability efforts. Seventy-six percent of sustainability professionals believe investment in sustainability-themed social media will help gain market share or increase the size of the overall market. More importantly, those using social media saw a 10 to 15 percent increase in recognition of their sustainability efforts and, crucially, increased compliance.

经验以及硬科学可以解释为什么以社交媒体为主题的可持续性计划起作用。竞彩足球app怎么下载成功可以总结为四个关键成功因素。

It's Personal.Wal-Mart's pioneering personal sustainability initiative was one of the first large-scale efforts to recognize that engaging employees at a personal level is key to driving sustainability into the culture. In 2010, they updated their program with the launch of "My Sustainability Plan" as an internal social networking site that enabled employees to select and track their personal sustainability goals.

Brighter Planet's 2009 survey found that 60 percent of employees were interested in what their coworkers were doing personally that was related to sustainability. Social media, whether one is commenting, liking, or sharing, inherently encourages employees to interact at a personal level.

It's Visible.Workplaces are extremely influential on social norms. Robert Cialdini's theory of social proof and flocking says that people are more likely to embrace a behavior when the people around them are doing the same.

Since sustainable behaviors are often invisible, co-workers aren't likely to know who, for example, has figured out how to change the power settings on a computer. Finding ways to show employees how they as individuals -- or as part of a work group -- share and compare with others can be a powerful motivator for change.

它可以识别。Many social media initiatives include gamification, defined as the inclusion of game elements like badges, points and leaderboards to drive real-life behavior change.

这些要素使地位和认可也是参与，影响或可持续行动的强大动力。游戏化元素也可以与名义激励措施相关。例如，每位赚取徽章的员工都邀请了披萨午餐。

它是可访问和可衡量的。现在，大多数员工在工作场所都可以访问数字访问，即使它在共享设备上也是如此。与离线教育和参与计划不同，社交媒体的努力可以在全球范围内无缝地推出。

They can be accessed 24/7 from work, home, or via a phone and, perhaps most importantly, engagement and impact can be measured and tracked more seamlessly.

So which sustainability programs are using social media and gamification well? Some of the best examples using social media to influence employee behavior can be found at a range of new start-ups.

例如，Lucid Design Group的构建仪表板网络has amazing info graphics about energy use at the building level, whether from heating or outlet usage.

However, Director of Engagement, Andrew deCoriolis, says it's the social network and competitions that drive engagement. "Feedback, about anything, but especially with something as opaque as energy, is going to be most useful when it's a compelling social context. Building occupants will be motivated to change because of what their peers are doing or because the social expectation is that they conserve. The feedback will only help inform and reinforce those actions."

基于社交媒体的拼车应用Zimride使用其社交工具（包括哈佛大学）拥有70多个私人网络。除了使用社交媒体为您还需要去的其他人带来可见性外，该应用程序还可以从填补该座位以及结交现实生活的朋友中获得收入。

自然清洁产品公司第七代，最近与我的公司启动了基于社交媒体的可持续性参与计划竞彩足球app怎么下载Practically Green.

它使员工首次能够分享和比较他们个人和工作中采取的可持续行动，以制定个人计划，以改善他们的整体“绿色”，并为他们所做的具体变化而获得认可。

第七代公司意识总监Ashley Orgain用“水徽章”启动了该计划，以激励节省水。

"As a company, Seventh Generation cares deeply about its water footprint," Orgain explained. "We're actively working to reduce the amount of water that goes into our products, as well as the amount used in their manufacture and transport. This fall, we went one step further and challenged everyone who works at Seventh Generation to take the issue of water conservation to heart. Together, using the Practically Green platform, we learned about the simple steps we each could take to be more mindful of our water use and our employees committed to nearly 500 actions designed to reduce our personal water footprints."

联合利华澳大利亚还打算将社交媒体添加到他们的计划中。公司事务总监孔雀说，他们尚未确定特定的解决方案，但补充说：“我们一直在寻找利用社交媒体和其他创新工具的机会。”

《明亮的星球调查》得出的结论是，让雇主吸引雇员的重要性的时间已经过去，现在重点需要放在有效计划上。“数据表明，我们已经达到了一个地步，可能需要将努力从招聘新组织转移到帮助已经促进员工保护的组织通过新的工具和技术来帮助员工来改善其实践。”

根据早期基于社交媒体的计划的结果，我的预测是，对于大多数以可持续性为中心的公司来说，这些工具可能会成为阿森纳的一部分。竞彩足球app怎么下载这不仅对员工来说是个好消息，而且对于我们所有人都在关心的环境挑战而言，这是个好消息。