Eddie Ledford had been meaning to start bicycling to work for years, but he never got around to it until he got a job in 2005 as a loan officer at Fidelity and Trust Bank in Bethesda, Md.
Now Mr. Ledford bikes to work three days a week and uses the Washington-area Metro public transit system the other two. He credits the change in behavior to the Fidelity and Trust Financial Corp. unit's management, which not only encourages new hires to take advantage of incentive packages to use mass transit, but also periodically holds informal employee forums on alternative ways to commute.
The idea of getting to work without a car is part of the bank's culture, Mr. Ledford said.
"It's almost like a daily conversation around here," he said. "And there's also a little pressure from the rest of the loan officers when I don't ride my bike."
But Mr. Ledford does not mind the good-natured teasing, because he is getting a good workout and doing his small part for the environment. He says he also saves about $100 a month by not driving — and often gets to work faster, because he is no longer sitting in rush-hour traffic.
Nicholas Ramfos, director of Commuter Connections, a Washington nonprofit that advocates against "drive-alone commuting," says the $460 million-asset Fidelity and Trust Bank has been so good at promoting alternative means of commuting that the percentage of its 110 employees who use mass transit increased from 34% in 2005 to 73% as of June 1.
Fidelity's efforts won it Commuter Connections' 2007 Employer Recognition Award for marketing commuting alternatives. Last year's winner was Discovery Communications Inc., the parent company of the Discovery Channel.
"Companies can create all kinds of programs, but if it's a well-kept secret, chances are most employees are not going to take advantage of them," Mr. Ramfos said. "Fidelity has been pretty aggressive in letting their employees know they have other options besides driving to work," and that effort not only reduces traffic in the region, "but also improves the work/life balance of their staff."
Christine Linford, the bank's director of human resources, says it has a designated transportation coordinator who ensures that employees receive information about its commuter benefits throughout the year. To encourage the use of public transit, the bank also participates in several government incentive programs that provide subsidies for train or bus passes.
"For us to attract and retain really great employees, they have to get to work," which is not the easiest feat in the heavily-congested Washington area, Ms. Linford said. "A lot of people would not take positions in the locations we have without a transportation subsidy."
The bank also offers carpool ride-matching, flexible work schedules, and telecommuting.
Mr. Ledford said the bank's managers lead by example.
Barry Watkins, its chief executive, rides a Vespa scooter while doing business in the area.
According to Mr. Watkins, the Vespa helps him as much as it helps the environment.
"It gets 90 miles to the gallon, and I get to park it for free."
