Corporate social responsibility (CSR) shouldn’t simply be a mere buzzword for your company. Instead, you should strive to make it a strategic necessity that moves the needle toward a better future.
Why?
Because there is a disconnect between the need for it and its implementation. According to British Chambers of Commerce and SUEZ research, 40% of businesses don’t consider it a priority.
This needs to change.
For businesses, this means conducting well-executed CSR initiatives since they have a two-fold effect:
- They can sway a consumer’s mind and get them to view your brand positively.
- They can also directly influence employee satisfaction, and retention, and amplify overall productivity.
In this article, we will see how impactful CSR initiatives can boost employee engagement.
Boosting employee engagement through impactful CSR initiatives
While there are multiple CSR initiatives you can take up, truly committing to the cause can significantly increase employee engagement. Apart from that, try these methods to boost employee participation numbers:
Aligning CSR initiatives with company values
To foster a sense of purpose within your employees, aligning your CSR initiatives with company values is the first step. This is because people will treat it as more than just a daily task. Instead, they’ll feel more connected to the cause.
For example, Patagonia—an American outdoor clothing and gear brand, has a dedicated social responsibility website page where they share their progress for the season along with causes they actively work on, including:
- Fair trade
- Fair labor association
- Responsible purchasing practices, and
- Regenerative organic certified programmes
This allows their buyers to be aware of the steps they take to mitigate their impact on the environment and the people associated with their brand. Plus, they draw focus to their “1% for the Planet,” wherein they pledge 1% of their sales to preserve and restore the environment.
Such initiatives align with their company values since they pride themselves on being environmentally conscious in their practices. Given the lax standards the clothing industry follows, this puts Patagonia ahead of its competitors.
So far, they’ve pledged over $89 million in donations to environmental groups. What makes them stand out even more is that they have turned the 1% initiative into an alliance where other businesses can pledge a per cent of their sales to the same cause.
Involving employees in CSR planning and execution
What’s the best way to encourage employee participation in CSR activities? Including them at the ground level. So, let your employees have a voice in choosing and shaping the trajectory of these activities.
You can do this via surveys, brainstorming sessions, or dedicated CSR committees where employees can contribute ideas and express their preferences.
A combined report by the Giving USA Foundation and Indiana University Lilly Family School of Philanthropy supports this notion, too. They found that employee choice attaches them to the cause and increases participation.
So, consider running open programmes where employees can not only choose the cause they want to help but also decide their level of participation. For example, you could start by making a tentative list of the activities needed, and employees can volunteer to take on duties they are most comfortable with.
To put on a united front, express gratitude to your employees, and boost engagement, try to give them company merch. It could be as simple and meaningful as giving custom sweaters matching the theme of your initiative.
You can also take a cue from Salesforce. During a Salesforce Live (UK Conference), they announced 3 CSR initiatives during the keynote instead of focusing solely on the product. These were:
- Planting 15,000 trees, one for each online attendee
- Providing 2 grants amounting to USD 700,000 to The Big Education Trust and Catch 22
Involving employees early in such initiatives can redirect them to make eco-friendly choices and focus on learning.
Offering opportunities for skills development
While the core agenda of CSR activities is to give back to the community and have a social impact, these philanthropic initiatives can act as a platform for employees to develop new skills.
Using CSR projects as a training ground lets employees step out of their daily roles and take on new challenges. Whether it’s leading a team, managing a budget, or organising an event, these experiences can help employees build competencies directly applicable to their professional roles.
For example, IBM sends its most productive employees on assignments in developing nations because this helps them build leadership and problem-solving skills. They also become more aware of different cultures and can enhance their communication skills.
Recognising and rewarding employee participation
People tend to deepen their involvement when they can get something in return. So, an R&R programme for your CSR drive should hardly be thought over twice.
Of course, these rewards don’t always have to be monetary. Apart from tangible rewards like gift vouchers and bonuses, you could acknowledge your employees publicly by:
- Mentioning them in company newsletters
- Giving a social media shoutout
- Drawing focus on their contribution in company meetings
- Giving additional paid leaves
For example, Timberland gives its employees paid time to volunteer for either company-sponsored initiatives or causes of their choice.
Such employee recognition programmes have a two-fold impact. It:
- Puts a spotlight on contributors
- Creates ripples in the organisation to make an impact
What’s more, they share their sustainability goals on their website for each region’s site separately showing how much these causes matter to them.
Communicating the impact of CSR initiatives
When employees are informed about the outcomes and success stories of CSR projects, it reinforces the value of their contributions and deepens their connection to the company’s mission.
So, remember to highlight what your company is trying to achieve with its CSR programmes. For example, if your company’s CSR efforts helped build a new community centre or provided scholarships to underprivileged students, clearly communicating these stories can get them to rally behind the cause and bring pride to the workforce.
For example, Bumble has a defined ESG strategy wherein they share the initiatives they are passionate about.
Here, they highlight their commitment to the below and more:
- Zero Carbon Footprint by 2025
- The National Domestic Violence Hotline
- Planned Parenthood & ACLU
- LGBTQ+ Organisations
Apart from having an exclusive space on your website for your initiatives, you can also take a cue from Microsoft and create reports to highlight the challenges, impact, and learnings along the way to get your employees to commit to the programme.
Further, you can learn from Johnson & Johnson to see how they clearly show what’s in it for the community, employees, and the planet. Such a multi-channel approach ensures that all employees, regardless of their role or location, are included in the conversation and can see the real-world impact of their collective efforts. They also lead country-based initiatives.
Leveraging CSR to build a positive company culture
When CSR is integrated into the company’s cultural framework, it becomes more than just a set of activities — it becomes a core part of what the company stands for and reinforces its importance to employees and leadership.
So, how can your company do this?
- Integrate CSR into the company’s cultural framework to make it a core part of your organisational identity.
- Reiterate the importance of CSR by embedding it into daily operations and values.
- Ensure CSR is not just a set of activities but a fundamental aspect of what your company stands for.
Google acts as a prime example of this approach. They aim to “organise the world’s information and make it universally accessible and useful.” With this mission, they actively work towards uplifting marginalised communities and working on societal issues via their power — technology and innovation.
What makes their work for the environment and sustainability an extraordinary feat is The Google.org Fellowship. With this pro bono programme, they allow employees up to 6 months to work on technical projects full-time to create scalable solutions that can ultimately impact various areas like medicine, the legal system, and defending children from online sexual abuse.
Conclusion
When you align your CSR initiatives with company values, it gives an automatic impetus to employee participation.
Employees feel connected with the company, their peers, and more important causes than just their day-to-day jobs. Plus, it provides a platform for creating a stronger company culture, bringing skill development opportunities, and being recognised for having an impact.
Remember, to ensure the ongoing success of your CSR efforts, it’s essential to track key metrics. These include:
- Employee participation
- Retention rates
- Productivity in CSR participation
Based on your insights, you can tweak and refine your strategy to meet your employee engagement goals. Also, it creates a strong foundation for attracting top talent, forging a strong employer brand, and of course, making a global impact.
If your organisation is looking to build a more engaged workforce, get involved with the Engage for Success.
Author: Taher Batterywala is a Growth Marketer at Ranking Bell.
Photo credit: StockCake
