Green HRM as a Tool to Enhance Employer Branding and Attract Environmentally Conscious Talent in Sri Lanka.

Green HRM as a Tool to Enhance Employer Branding and Attract Environmentally Conscious Talent in Sri Lanka

Figure 01: Visual of Green HRM (GHRM) 

Introduction

Let’s be honest: when you scroll through job ads, what makes you stop? Is it just the salary, or does a company that actually cares about the planet grab your attention? In Sri Lanka today, the brightest young talent is choosing employers who walk the talk on sustainability. Green Human Resource Management (GHRM) has become the difference between being just another employer and being the employer, everyone wants to join.

Enhancing Employer Branding through GHRM

                                                  
Figure 02: Employer Branding through GHRM

Picture this: a job seeker scrolling through profiles. One company boasts tree-planting drives and zero-waste offices. Another? Just another corporate suit. Which one screams “I belong here”?

Let’s start with the theory. The Resource‑Based View (RBV) argues that sustainable competitive advantage comes from resources competitors can’t easily copy (Benevene and Buonomo, 2020). A genuine green culture? That’s exactly that kind of asset. Stakeholder theory adds another layer: employees are not just workers. They are stakeholders whose values deserve respect (Faisal, 2023). 

Local giants are already winning this game. Hayleys Group, ranked among Sri Lanka’s Top 10 National Best Employers in 2026, weaves ESG into its DNA through the Hayleys Lifecode and “Lifecode Champions” who drive sustainability from within (Hayleys Group, 2026a; Hayleys Group, 2026b). Similarly, Access Engineering PLC has planted over 60,000 trees through employee-driven initiatives like “HUSMA DENA THURU” and runs active e-waste recycling (Access Engineering PLC, 2026). For job seekers, that’s not just branding. It’s evidence.

Attracting Environmentally Conscious Talent

Figure 03: This simple cycle by the AMO framework (Renwick et al., 2013)

Here’s how the cycle actually works. Green recruitment, online postings, virtual interviews, eco‑focused criteria attracts candidates whose values match the firm’s environmental policy (Thabrew, 2025). Then there’s the AMO framework. GHRM works because it enhances Ability, Motivation, and Opportunity. When all three align, engagement skyrockets (Renwick et al., 2013; Chowdhury et al., 2025). During induction, sharing those green policies helps new hires absorb the culture fast. And non‑monetary rewards for green achievements? They’re especially powerful with younger Sri Lankan talent (Weerakotuwa, 2018).

Studies in Sri Lankan manufacturing confirm that green performance management and rewards boost employee green behaviour, making the organisation even more appealing (Thabrew, 2025; Priyashantha and Yogendran, 2022). When candidates see your green credentials, they don’t just apply, they want to work for you.

Key GHRM Practices in Sri Lanka

What does this look like on the ground? Sri Lankan firms are embracing paperless HR (electronic filing, online recruitment), eco‑friendly benefits (hybrid cars, shared transport), green training that builds real skills, and performance management with environmental targets baked in (Thabrew, 2025; Weerakotuwa, 2018). Fernando (2024) confirms these practices directly boost organisational sustainability. When will ISO 14001 certification or carbon reduction targets become part of your story? That’s when candidates start paying attention.

Conclusion

Here’s what the evidence tells us. Green HRM isn’t a CSR checkbox. It’s a talent strategy. As Hayleys and Access Engineering show, embedding sustainability into HR isn’t just good for the planet; it’s a magnet for the very talent that will drive future growth (Hayleys Group, 2026b; Access Engineering PLC, 2026). The question is no longer whether to adopt Green HRM, but how quickly you can make it part of your DNA. Because in the race for the best minds, purpose wins every time.

References 

  • Access Engineering PLC, 2026. CSR and sustainability projects. Available at: https://accessengsl.com/sustainability/csr-projects/ (Accessed: 27 March 2026).
  • Benevene, P. and Buonomo, I., 2020. Green human resource management: An evidence-based systematic literature review. Sustainability, 12(15), p.5974. Available at: https://doi.org/10.3390/su12155974
  • Chowdhury, S.R., Sakib, M.N., Sanju, N. et al., 2025. Aspects and practices of green human resource management: A review of literature exploring future research direction. Future Business Journal, 11, p.147. Available at: https://doi.org/10.1186/s43093-025-00567-x
  • Faisal, S., 2023. Green human resource management—A synthesis. Sustainability, 15(3), p.2259. Available at: https://doi.org/10.3390/su15032259
  • Fernando, R., 2024. Impact of green human resource management practices on organizational sustainability.
  • Hayleys Group, 2026a. Sustainability at Hayleys. Available at: https://www.hayleys.com/esg/ (Accessed: 27 March 2026).
  • Hayleys Group, 2026b. Hayleys ranked among Sri Lanka’s top 10 national best employers. Available at: https://www.hayleys.com/hayleys-ranked-among-sri-lankas-top-10-national-best-employers/ (Accessed: 28 March 2026).
  • Priyashantha, K.G. and Priyangaa, Y., 2022. Impact of green human resource management on employee green behavior: The mediating role of green attitude. Indonesian Journal of Sustainable Accounting and Management, 6(2). Available at: https://doi.org/10.28992/ijsam.v6i2.674
  • Renwick, D., Redman, T. and Maguire, S., 2013. Green human resource management: A review and research agenda. International Journal of Management Reviews.
  • Thabrew, K.C.I., 2025. Analysis of green recruitment, green performance management and green reward management practices in manufacturing companies in Sri Lanka. International Journal of Science and Research Archive, 14(02), pp.1785–1794. Available at: https://doi.org/10.30574/ijsra.2025.14.2.0573
  • Weerakotuwa, S., 2018. A study of green HR practices in Sri Lankan organizations.

Comments

  1. Nadun Heeraluarachchige30 March 2026 at 09:08

    This is a very engaging and insightful post that clearly shows how Green HRM is evolving from a sustainability initiative into a strategic employer branding tool in Sri Lanka.What is your view on how SMEs in Sri Lanka adopt Green HRM practices effectively despite limited financial and technological resources?

    ReplyDelete
  2. Hasanath Faqeeha30 March 2026 at 11:31

    Thank you, Nadun! Glad you liked the post.
    Yes, it's possible and doesn't need big budgets. Simply I'll share some points here.

    1. Start with simple things: paperless HR, online job posts, and virtual interviews (Thabrew, 2025).

    2.Use the AMO way: short green training, praise staff as “Green Champions”, and let them do small eco activities like waste reduction. This motivates people without spending much (Renwick et al., 2013; Weerakotuwa, 2018).

    3. Even small actions create a real green culture that makes company stand out and attracts young talent (Benevene & Buonomo, 2020; Fernando, 2024).

    In my view, SMEs don't need to copy big firms like Hayleys. Just start small and involve their team. Green HRM is about mindset, not money. It helps branding and saves costs too.

    What do you think? Seen any SMEs doing this??

    ReplyDelete
  3. Ashan Wimalasurendra4 April 2026 at 03:10

    Interesting article! It clearly shows how Green HRM can strengthen employer branding and attract talent. Do you think companies risk “greenwashing” if these practices aren’t genuinely embedded in their culture

    ReplyDelete
  4. Piyumal Manchanayake10 April 2026 at 21:23

    Insightful perspective, this clearly highlights how Green HRM has evolved into a strategic differentiator for attracting value-driven talent in Sri Lanka, with strong local examples making it both practical and relatable. How can smaller Sri Lankan companies with limited resources effectively implement Green HRM practices without significant financial investment?

    ReplyDelete
  5. Madavi Hemachandra13 April 2026 at 00:42

    This is a very meaningful discussion. Today, many employees want to work for companies that care about the environment and society. But it also raises the question of whether green practices alone are enough if the company does not support employee growth and well being.

    ReplyDelete
  6. MOHAMMED RIFSAN MOHAMMED RIMZAN14 April 2026 at 08:12

    This is a very engaging and well-presented blog on the importance of Green HRM in today’s context. I really like how you linked sustainability with employer branding in a practical and relatable way. The use of local company examples makes the discussion more realistic and shows how these practices are already creating a positive impact in Sri Lanka.

    Overall, it’s a strong and meaningful piece that clearly highlights how going green is not just good for the environment, but also a smart strategy to attract and retain talented employees.

    ReplyDelete
  7. S Adam- E29738514 April 2026 at 08:38

    This presents a strong HR perspective by clearly linking Green HRM practices with employer branding and talent attraction, showing how sustainability can become a strategic advantage in modern organisations. It effectively highlights how HR can align organisational values with employee expectations to attract environmentally conscious talent. From an HR viewpoint, this raises an important question: can organisations sustain genuine green practices long-term, or will some firms risk “greenwashing” and lose employee trust if actions do not match their branding?

    ReplyDelete
  8. Chandima Karunarathne20 April 2026 at 11:32

    This is a strong and well-structured discussion that clearly connects theory (RBV, AMO framework, stakeholder theory) with real Sri Lankan examples, which makes it very practical and credible. I especially like how you move from academic grounding to local companies like Hayleys Group and Access Engineering PLC, because it shows that Green HRM is not just theoretical but already happening in Sri Lanka. The argument about employer branding is also very relevant for today’s job market, where younger talent values purpose and sustainability as much as pay. Overall, this is a compelling case that positions Green HRM as a strategic HR tool rather than just an environmental initiative.

    ReplyDelete
  9. Risna Nushrath20 April 2026 at 12:45

    This is a strong argument for why Green HRM is essential in Sri Lanka today. I like how you’ve connected theories like RBV and Stakeholder Theory to practical examples from Hayleys and Access Engineering, making the case that sustainability driven HR practices directly enhance employer branding. The emphasis on attracting environmentally conscious talent through green recruitment, rewards, and training is especially relevant for younger generations entering the workforce.

    ReplyDelete
  10. Iroshana Madhusanka20 April 2026 at 13:37

    Very interesting blog post . In this context, it is clear that the application of Green HRM is helping organizations in Sri Lanka get a strategic edge over their competitors. In this context, the incorporation of sustainable practices in recruitment, training, and performance management does not only help develop a strong corporate brand but also helps attract like-minded individuals.

    ReplyDelete
  11. Lakmina Liyanahetti20 April 2026 at 14:31

    Green Human Resource Management (HRM) helps organizations build their employer brand through sustainable practices which match their corporate values. Organizations that adopt environmentally friendly HR methods will achieve increased employee participation and improved company standing and better capacity to attract future workers.

    ReplyDelete

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