Today’s workforce, particularly the millennial cohort, is increasingly looking to work for companies that boast a strong, community-focused corporate social responsibility program that is aligned with their own values. Among US respondents aged 25 to 34 surveyed by New Paradigm Strategy Group & Fortune, 80% say they want to work for “engaged companies.” Further, a Cone Communications Millennial Employee Engagement Study says that three quarters of millennials say they would take a pay cut to work for a socially responsible company. Companies are expected to give back, and it’s becoming key to any new hire’s decision.
Here’s why it’s essential for employers to promote their social mission when recruiting prospective talent, and how companies can enable employees to make a positive impact.
Increase employee engagement. Just as a strong CSR program continuously makes a positive impact in the broader community, it also encourages prospective top talent and employees to interact with and be proud of a brand’s mission.
According to a study conducted by a Harvard Business School professor, employees who can give to charities through their workplace are proven to be happier than those who cannot. In turn, these employees will serve as brand ambassadors, as those invested in the company want to see it succeed and are more prone to build meaningful connections that last. An engaging CSR program is not only for recruiting top talent, but also critical to employee retention and a company’s overall success.
Highlight company mission and culture. To market to prospective talent, companies should clearly promote how they engage employees and show support for the causes that matter most to them.
One simple way to start is by highlighting CSR efforts via social media and owned content channels. Prospective employees who are eyeing your company will take note of efforts and success with employee giving, matching programs, volunteer activities, or charitable campaigns from the past year that keep the company mission and culture aligned with impact.
Incorporate a meaningful program. For a company, philanthropy is not a cost of doing business, but rather fundamental to business growth. As modern technology has revolutionized industries, changes to philanthropy have made it easier than ever for technology to manage a CSR program and enable it to drive engagement. By utilizing technology to track, measure and promote results, the recorded and increasing impact can be used to communicate company culture, driving brand affinity and empowering employees.
Companies today are able to more easily and effectively structure corporate giving programs designed to recruit and retain top employees, while focusing on what matters most: making a bigger impact for their brand and their community.