Two thirds of millennials won’t work for a company that does not have strong corporate responsibility efforts, and once hired, they are more likely to to be loyal when they feel like they can make a positive impact at work.
In the past few years, it seems that millennials have taken over the news. We’ve heard the good, the bad and the ugly when it comes to the more than 80 million people in this generation. Although the many, and sometimes conflicting, reports can be overwhelming, the desire to learn about this generation is well founded. They are the largest generational cohort in U.S. history and have surpassed Gen Xers as the largest generation in the U.S. labor force.
However, in recent conversations with leaders and employees from companies across a variety of industries, we’ve heard that generations beyond just millennials are valuing the CSR efforts of their organizations. Here are three elements that you need to have in place in order to use your CSR efforts for talent recruiting and retention.
Most organizations are aware of their diverse workforce and keep this in mind when selecting and coordinating benefits, but this needs to be front of mind when developing CSR programs too. It’s impossible to develop a program for every single employee’s passion, but that shouldn’t stop you from providing diverse program options.
One recommendation is to focus the majority of your programs on a cause related to your organization’s mission and purpose. We’ve also seen companies allow their employees to nominate programs and events and then have company-wide votes. Whatever process works best for you, try to incorporate the interests of your employees however you can.
The more input you have from your employees, the more likely you are to engage them in your programs and boost participation. As people get involved, share their experiences and recruit coworkers to participate in your CSR programs, they become ingrained in company culture.
Being able to show that your organization’s CSR efforts are front and center when it comes to defining your company culture can be a huge draw to potential employees.
Of course, it’s one thing to say that CSR is important to your company, it’s another thing to show it. Organizations need to better measure their CSR efforts including program participation rates, number of events executed, sustainability savings and other total impact numbers.
Showing your employees the impact that they are having by participating in your organization’s CSR efforts helps to complete the feedback loop and encourages them to participate in more programs down the road.
Learn how Caesars Entertainment incorporated ‘doing good’ into their corporate culture.