Bagging a green job

Employees of the future are likely to assess companies’ environmental credentials before deciding where to apply


School-leavers and the so-called Generation Y (the under-30s) are starting to look hard at a potential employer’s track record for protecting the environment, promoting sustainability and being a good corporate “citizen” when it comes to deciding whether or not to work for them. Perhaps it’s because they feel they are the ones who are going to have to clear up the mess left by older generations.
A study by Berkhamsted’s Ashridge Business School in June highlighted green issues and a commitment to charitable or community activities as being key concerns for Generation Y. Earlier this year, too, Business in the Community, a coalition with 800 members that encourages corporate responsibility, urged employers to do more to harness and attract “green talent”. Employers need people with the right skills, often in areas such as science, technology, engineering and maths, to help them become part of the “low carbon economy” championed by political leaders as the way forward for Britain, it argued in a report.
Growing numbers of companies, large and small, are promoting the environmental and ethical credentials of their “employer brand” as a vital way of engaging and communicating with their future workforce. “The green and sustainability angle is a very important part of making many employers more attractive,” says Neela Bettridge, director at corporate-responsibility consultancy Article 13. “But there also has to be transparency. Young people are very savvy and it most definitely mustn’t just be a policy or a slogan — it must be something you believe in.”
Terry Bates is education manager at United Utilities’ Worthington Lakes environmental centre near Wigan. The company has been running the centre, along with five others in the northwest, for two decades, educating about 20,000 children a year about water and energy conservation.
“We are aware of the need to educate future customers. We are a water utility and these days it is essential to look at water conservation,” says Bates. “It is a long-term investment, not a quick fix. Youngsters who come to do work experience with us at 14 will often admit they came to one of our centres when they were seven or eight.”
Even where the environment is not the primary focus, sustainability will often be woven into the messages employers send out to the next generation, says Richard Hamer, director of education partnerships at aerospace giant BAE Systems. Each year, the company runs a drama-based roadshow aimed at 9- to 13-year-olds, which will be kicking off tomorrow for a seven-week autumn tour around 56 schools.
“For us it is not so much green issues as promoting science and engineering as a career, but green issues do inevitably come into it,” explains Hamer. “For example, there is normally a theme around recycling and husbandry of the world’s resources, as well as trying to engage young people — girls in particular — and change their perceptions of what engineering is about.”
Energy firm Npower each year runs a schools competition, Green SOS, as part of its Climate Cops programme, which helps schools to become more sustainable and encourages youngsters to get more involved in green activities.
Teams of children from 10 schools are selected to organise, run and promote projects and campaigns within their local communities. The teams spend a day being trained in London on skills such as dealing with the media, participate in outdoor activities in the Lake District and work with Npower volunteers in their schools.
Last year’s winner was Norwich’s Hellesdon High School, which ran a campaign lobbying local shopkeepers to ban plastic bags, eventually getting 23 to commit to it, as well as designing and selling an eco-friendly jute bag. All 10 pupils on the team won a laptop, plus £20,000 for the school, which they decided to spend on solar water heating, explains learning mentor Clare Lovick.
Raphael Barnett-Ward, 13, and Lauren Barrett-Dye, 14, were members of the winning team. “When we approached shops, some of them were not friendly, but most were. It was also quite scary doing things like radio interviews, but overall it was interesting,” says Barnett-Ward.
“The training beforehand was a lot of fun, especially camping in the Lake District. We had to row to the campsite and then all work together in the camp. It was educational at the same time,” adds Barrett-Dye. “When you do something like this, you feel like you are really doing something worthwhile. My mum and dad changed over energy company as a result. I would like to do something with the environment for the rest of my life.”
Find out more
makeyourmark.org.uk The campaign organisation Make Your Mark supports young entrepreneurs with business advice and information on mentoring
fsb.org.uk Federation of Small Businesses website includes an online directory of its members, which young people can target for work experience and employment
taforum.org The Trade Association Forum, an umbrella organisation for Britain’s many trade bodies that can advise on working with SMEs
sme-blog.net An entertaining online journal featuring information and opinion on small businesses as well as recruitment advice
civilservice.gov.uk The Civil Service represents 23 Whitehall departments and offers career options for undergraduates and graduates plus work experience in areas from overseas aid to the environment
ppma.org.uk The Public Sector People Managers’ Association has a wealth of employment contacts and useful information on working in the public sector, with regional contacts
idea.gov.uk The Improvement and Development Agency for local government (IDeA) has a brief to ensure councils share good practice. Online resources include networking forums providing insight into local government careers
cbi.org.uk The Confederation of British Industry, which lobbies on behalf of business, monitors education and skills in the workforce and has information for employers on apprenticeships
defra.gov.uk The latest on all things green from the Department for Environment, Food and Rural Affairs, including in-depth information on the farming and fishing industries