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Encouraging voluntary employee actions around sustainability is important. People feel good and feel more motivated when they are making a voluntary contribution to a cause.  However there are limits to what completely voluntary action can accomplish.  Most employees are reviewed each year accoridng to how well they acheive their stated annual goals.  What if employees were encouraged to include one goal that related to how they were going to help their company be more sustainable?  They would still have the freedom to choose a meaningful goal for them (like volunteering on the green team or reducing business travel or commuting by bus one day a week), but this approach would signal to both the employee and the manager that sustainability is valued by the company.  And -- here's where the social media comes into this idea -- these goals could be shared via the company's intranet or other appropriate internal social media channel.  Employees could view the goals colleagues were choosing and post their own. 

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