It is well known that offering employees work-life incentives leads to better retention, serves as a key selling point for recruitment, and contributes to a positive workplace environment. Now more than ever, employees value not only these types of benefits, but also the way an employer helps the community.
According to a volunteerism survey by Deloitte, creating a culture of volunteerism in the workplace may boost morale, workplace atmosphere and brand perception. An organization’s connection to the community has become an integral facet to its culture and a significant factor in its recruitment and retention success.
Why Community Service?
By strengthening outreach in philanthropic efforts and environmental programs, and/or establishing incentives for employees to volunteer, organizations can solidify their commitment to help their communities. But why bother putting in all the extra effort for something that doesn’t directly affect your bottom line?
Studies have shown that there are many benefits for both an employer and its employees when serving their community. According to Conscious Company Media, there are six ways that corporate social responsibility can positively impact both employers and employees:
- Improved cooperative behaviors and higher quality relationships between employees
- Greater sense of identity and connection with the organization for employees
- Improved employee retention and overall commitment to the organization
- More attractive culture to applicants and prospective employees
- Enhanced employee engagement and performance
- Increased creative involvement by employees such as generating new ideas and employing creative problem solving.
According to Cone, nearly 75 percent of employees say their job is more fulfilling when they are provided opportunities at work to make an impact for the community, and 51 percent won’t work for a company that doesn’t have a strong commitment to addressing social and environmental issues.
Additionally, a Forbes report on Millennials in the workplace states that a main reason employees stay for more than five years at a job is because of the bonds with their coworkers and the belief in the company’s mission and purpose. People want to volunteer together and feel connected by a shared passion for helping the community.
Millennials are the fastest growing population in the workplace today, and for them, an organization’s community outreach must be integrated into its core mission. Community involvement and volunteering are helping to attract and retain employees in a whole new way. It is no longer an option, but a necessity, for staying viable in today’s workplace.
What Can You Do?
It is always appreciated when an organization makes a monetary donation to a charity in need, however, employees also want to feel involved in giving back. Many organizations will support their employees’ specific charitable interests by matching contributions up to a certain dollar amount annually. However, there are many ways to involve employees in community service while making it easy for them to volunteer, no matter the size of your organization.
A growing trend is to offer paid time off for volunteering in the community. Whether the cause is driven by the employer or the employee, this shows the organization’s commitment to caring about the community. Many employers establish a volunteer team of employees who identify and coordinate opportunities for employees to get involved in the community. This gives all employees a chance to provide input and ideas on how to help the causes within their community that matter most to them.
Opportunities exist in every community. Employees can coordinate one-time events or ongoing or recurring community service projects, such as food and clothing drives, holiday gift drives, partnerships with human services groups, or participation in fun runs, park clean-ups, blood drives, and other fundraisers.
Organizations may also choose to sponsor industry-related clubs at local schools or community groups by donating money, supplies, or manpower to assist with specific projects. This influence directly impacts the next generation of the workforce – and could potentially drive some future employees your way too!
In addition to serving the community at large, organizations are also supporting their own affected employees when natural disasters strike. In the wake of the devastating hurricanes over the past few years, SHRM recommends organizations explore several different methods of financial support, such as establishing an employee relief fund, crowdfunding, allowing loans and hardship distributions from the 401(k) plan, or providing no or low-interest loans.
Some employees may also need time off to focus on family and personal situations. SHRM suggests offering alternate work arrangements, allowing unscheduled leave and leave without pay, and implementing a leave sharing program. Applying a liberal telecommuting policy would also be helpful during this time for employees who are in flux.
When employers engage with the community, the community benefits from many helping hands, employees get satisfaction from helping others, and your organization gains a positive reputation. It is a win for everyone involved!
