Caribou Coffee Company, recently partnered with Batrus Hollweg International (BHI) to assess Caribou employees' green attitudes and determine their impact on engagement and retention. The research efforts revealed strong, positive and reliable relationships between employees' environmental consciousness and their dedication to Caribou and desire to remain with the company. The discovery further reinforced Caribou's long-standing commitment to sustainability initiatives, which – beyond being the right thing to do for the environment and the world in which we live – have proven to positively impact the Caribou workforce.
The survey findings, along with extensive industry experience, led BHI to conclude that employees in today's economy and workforce are looking for more than a reliable paycheck and stable working conditions. The trend to "go green" is becoming increasingly important to younger and environmentally conscious generations of potential employees – to the extent that employees who identify with green values will base career decisions on companies' green initiatives. Potential applicants or employees may be evaluating their commitment to your company by evaluating your company's commitment to the environment.
Background
Caribou Coffee partnered with BHI to conduct its annual employee survey, administering the survey to 3,937 Caribou employees throughout January and February 2010.
BHI measured employee engagement using its "E-11™" engagement scale (sample item: I see a clear connection between my work and the success of the organization). The company measured intent to stay longer than one year using a single item: I intend to work for Caribou Coffee for at least the next 12 months. And BHI measured green attitudes with three items (sample item: I feel that Caribou acts responsibly in our global environment).
Results
Analyses of the survey data found that individuals who had stronger green attitudes were more likely to be engaged and more likely to intend to stay with Caribou when compared to individuals who had weak green attitudes. Specifically, the results showed a 21% (80% vs. 59%) difference in retention between employees with strong vs. weak green values. This data equates to 830 additional employees that could be retained had Caribou sought to recruit employees exhibiting strong green attitudes. Estimating an average cost per hire of $3,500 (for hourly restaurant employees), Caribou Coffee (or a company of similar size) could save $2,905,000 … a compelling argument to make green by going green.
Caribou Coffee (or a company of similar size) could save $2,905,000 in one year … a compelling argument to make green by going green.
About Caribou Coffee
Caribou Coffee Company, Inc., founded in 1992 and headquartered in Minneapolis, Minnesota, is the second-largest company-owned premium coffeehouse operator in the United States, based on the number of coffeehouses. As of January 14, 2011, Caribou Coffee had 408 company-owned coffeehouses and 132 franchised and licensed locations. Caribou Coffee offers its customers premium coffee and handcrafted espresso-based beverages, as well as specialty teas, baked goods, handcrafted oatmeal, a variety of Daybreaker and mini breakfast sandwiches, whole bean coffee, branded merchandise and other coffee lifestyle items. In addition, Caribou Coffee sells products to grocery stores, mass merchandisers, club stores, foodservice providers, hotels, entertainment venues and e-commerce channels. Caribou Coffee is working toward 100 percent Rainforest Alliance Certification for all of its coffees by the end of 2011, ensuring coffee is sourced using social, economic and environmentally sustainable practices. For more information, visit the Caribou Coffee website at cariboucoffee.com
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