The green jobs movement will need to invest millions in training programs -- and at times take calculated risks -- in order to bring on board green employees who can both do a good job and help keep a company's reputation clean and green. Activists and policymakers who have long lobbied to see legislation passed that supports these programs (as Bright Green recently did with California Senate Bill 1672) still have a lot more to do.

What's become obvious from a human capital point of view is that credibility is the key to attracting not only consumers, but employees. Indeed, on many levels, it's the main competitive differentiator for both the consumers and employees in choosing a brand or company.

3) Greenwashing. Companies are now having to be more accountable and authentic to maintain their green reputation.  Many are seeing the green opportunity as a short-term branding opportunity and face mounting consumer and competitive pressure. The recent influx of "green" products in all categories makes it difficult for consumers to sort out who's green and who's not. Prospective employees also want to be reassured by the organization's green credentials.

Many graduates, as well as experienced professionals and executives, are looking to join a new hybrid organization that combines the entrepreneurial energies of a business with the compassion and impact of a non-profit.   These green social enterprises should flourish and help to develop a distinctive, emerging green workforce. There seems to be a profound passion and commitment to doing things differently, and many employees are looking for more than just a paycheck or a career. They see themselves as change agents, promoting more sustainable business practices, and "green jobs" seems to represent an exciting new labor market. Whatever it is, it's a new system that's inherently different from our current labor force.

Greenwashing ultimately hurts both industry and the planet and incongruent businesses will likely suffer over the long haul. Genuine talent will either look elsewhere or leave once the initial allure fades.

4) The Need for Government Regulation. Underpinning -- and at times unlocking -- these challenges is the need for increased government policies, subsidies and laws. Without these it will be difficult for sectors like renewable energy to prosper.

Currently, fossil fuels receive enormous subsidies and many solar, wind and other technologies are still in their infancy and need local, state and, above all, federal support to flourish.

A clear and tangible commitment from Washington will be critical to ensuring the long-term viability of the Green Economy. Thankfully, 2009 promises to see more progressive regulation with both candidates embracing a forward-looking domestic energy agenda. Internationally, agreeing on a successor to the Kyoto Protocol and creating an international authority for carbon trading and investment will be positive next steps towards an integrated, stable global economy that properly accounts for carbon and guards against damaging environmental practices.

Indeed, change is afoot, and it's keeping both our hopes alive and spirits high.

As for the talent shortages, MBA students are integrating the need for the green business skills into their core coursework, with many programs now offering a "green business" track in sustainability to prepare their students for multi-faceted, 21st century leadership roles. The Aspen Institute reported this year that the percentage of MBA programs requiring their students to take courses focused on business and society issues jumped from 34 percent in 2006 to 63 percent in 2007.

Having built a business on the belief that our economy is capable of becoming truly sustainable, we're optimists. Despite the challenges, we're driving towards a green economy more quickly than anticipated. Green companies that focus on creating meaning in the work place while delivering excellent quality products and services will continue to find the bright, talented people to lead their green teams in pursuit of greater market share and a greener planet.

Paul Hannam is the co-founder of Bright Green Talent, a recruitment agency for environmental business professionals.