Amp Up Your Engagement Strategy with Corporate Citizenship

Today’s professionals want a career where they feel like they are contributing to the greater good – providing support to both their companies and their communities. Some 61 percent of young professionals factor corporate citizenship into a job decision, according to a recent Deloitte survey. Of those, 70 percent strongly favor working for a company that has a solid reputation for community involvement.

Repositioning your organization as socially relevant and impactful may be the key differentiator in successfully competing in today’s increasingly challenging labor market. In fact, organizations that support the philanthropic interests of their employees are proven to see higher engagement and can be more competitive in recruiting new talent. It is no longer a question of if you should offer a corporate citizenship program, but rather, how you can maximize your efforts.

Today, as charity programs and corporate citizenship become more and more important for success, organizations are looking for unique ways to incorporate community involvement into their company-wide business strategies. Fortunately, there is no “one size fits all” formula for an effective corporate citizenship program, giving organizations the flexibility to develop a plan that best fits within their corporate focus and strategy. What is the right mix of impact on community, benefit for employees, and impact to work for your company?

Implement a Matching Gift Program

Everyone loves to support a cause. With professionals, tying that support in with their identity as an employee can contribute to engagement and retention. With matching gift programs, employees are able to donate to a nonprofit that will be matched – usually dollar for dollar – by your company. Already, 94 percent of leading companies are providing their employees with a matching gift program. This strategy has been shown to boost contributions and encourage employees to be philanthropic.

These programs are a great engagement builder as they allow employees to assist the charity of their choosing, with the knowledge that you, as their employer, are committed to supporting them. In fact, 54 percent of employees report feeling more engaged when they are proud of their organizations’ community service contributions. Considering that companies with engaged employees have been shown to outperform their competitors by up to 202 percent, developing and supporting a philanthropic culture is becoming an important indicator of success. As a result, more and more organizations are now adopting or expanding their matching gift policies to foster goodwill and engagement.

Make Time for Company-Sponsored Volunteer Activities

From paid time off for volunteer activities to teams of employees participating in a fundraising event, incorporating volunteerism into your company’s philanthropic culture can cause engagement to skyrocket. Not only does allowing employees to band together to support their community boost dedication, it also shows them that you support them. Organizations are now getting involved in “day of giving” events, putting together teams for charity races and encouraging participation in local food and clothing drives.

Some organizations have even gone so far as to provide paid time off for employees to volunteer with a charity they choose. With employees focused on finding work-life balance, allowing them to become involved in the community without giving up a day off is a great perk that helps build loyalty. Already companies are viewing this type of strategy as a key differentiator, setting their organizations apart from the competition.

Currently, more than 20 percent of companies are offering paid time off for charitable purposes – and that number is growing. Is your company on board?

Think Outside the Box

What about the more unique corporate citizenship activities? What can your organization do to create a one-of-a-kind philanthropic strategy?

In light of the growing focus on charitable activities, some organizations are pushing toward “high-impact volunteering” as a way to set themselves apart. Recognizing that anyone can plant a tree or help clean up a highway, these companies are looking at ways to use their particular set of niche skills to benefit their communities. For example, a marketing team may volunteer their services to create a campaign for a local charity, or a finance department may provide pro-bono financial analyst services to help an organization evaluate its current programming. Utilizing the skills required in their day-to-day jobs allows professionals to assist organizations in a very valuable and, oftentimes priceless, manner.

It is also important to remember that volunteering goes beyond just donating time or money. Allowing a charity to utilize your office space is another great way to get involved. Do your employees sit on a charity board? Encourage them to host a meeting in your conference room. Offer up your office space for a small event.

These small contributions can go a long way in building good will.

Charity programs and volunteerism provide employees with purpose. They give professionals a chance to step away from their daily tasks and connect with their communities. These initiatives provide employees with a fresh outlook and renewed appreciation for their companies and the work their organizations are doing. With the competition for top talent increasing within the industry, developing and implementing a corporate citizenship program is a unique solution to the growing labor recruitment difficulties.