Inspiration on a Budget: Giving Back to Move Forward
November 27, 2008
There's nothing greater than the gift of giving. And in times like these, giving back is sometimes the best way for a company to move forward.
By Karen Yi
With the threat of more staff reductions and the recurring images of emptied desks and absent colleagues, employees are on the edge of uncertainty, walking the plank of despair and anxiety. And with the probability of a year-end bonus far from sight, employees need alternative forms of motivation to boost their spirits for the holiday season. But here's the catch—and the good news—it doesn't have to be monetary.
Economic forecasters are still blaring red warning signals, and "budgeting" and "cost cutting" are key words these days; as we all know it'll be a while before corporate America is back on its feet. But even in financial storms, companies still need to find a way to reinforce their relationships with their workers to show that they still care. One possible solution for organizations today involves implementing Corporate Social Responsibility (CSR) programs. Such "give back" programs are quickly becoming paramount to retain and satisfy employees, and, in fact, employees actually want their companies to do more.
A Generational Difference
Employees today increasingly hold corporations to higher standards. "Companies are going to have to make a difference to build brands," says Tim Sanders, author of Saving the World at Work: What Companies and Individuals Can Do to Go Beyond Making a Profit to Making a Difference, because there's been a change in mindset. With climactic events like September 11th, Hurricane Katrina, and the current economic crisis, "everybody's realized that everything's connected," says Sanders. "Responsibility is important because the things you do affect other people and companies."
A new generation has been the driving force behind these corporate responsibility programs, both a generation shaped by societal events and a generational age. A study conducted by CONE research found that 72 percent of respondents agree that there will be more demands in business to solve societal problems and more than half think businesses will solve these problems. Additionally, 77 percent of Millennials want to work for a company that cares about how it impacts or contributes to society, and 64 percent report that their employer's social and/or environmental activities make them feel loyal to their company.
"In my generation, the Boomers, we believe in independence…and now we live in an interdependent world," says Sanders. This new generation born between 1980 and 2000 are known as the Millennials. They are the generation that has been culturally shaped by their times, raised on "Bono, Habitat for Humanity, and they want to take that into the workplace," Sanders says.
A Helping Hand is a Productive Hand
Now more than ever, employee loyalty and motivation is crucial. By giving back, companies can provide incentives for the changing workforce even in the midst of this economic disarray.
"When there's instability and a lack of security in the workplace," says Peggie Pelosi, corporate philanthropy strategist, founder of Orenda Connections and author of Corporate Karma, "that can create an environment that becomes very unproductive."
Companies need to make employees feel good via community development programs and volunteer activities. Sanders says working together to give back not only rewards employees with a sense of purpose, but "makes people understand that they are in one of the best places to be, showing them that there's somebody worse off than them."
Through CSR programs, companies can instill a renewed sense of purpose in their employees and extend the company mission into local communities to show that they are sensitive and concerned about other people's struggles.
"When people start to give, they get something we call the warm glow…and they link that good feeling to the employer which creates loyalty and trust," says Pelosi. Engaged employees are more likely to remain loyal and committed. She says, "When workplaces create an environment where employees can link arms and collectively make a difference, it breeds inspiration into that workplace that no salary or benefit package can give you."
A Small Price to Pay
But perhaps the best benefit to organizations is that this internal motivation can be achieved in very cost efficient ways. Pelosi says smart companies are not cutting down on their CSR programs, but rather, refocusing them. "Tone it down, roll it back, don't spend the same kind of money but continue to let your employees know that you still care about them," says Pelosi. Companies "need to find more creative ways to do it," she says. It's about getting everyone involved instead of having the CEO write one big check.
The Timberland Company, for instance, has a program called the "Path of Service." They offer employees 40 hours of paid time off each year to volunteer in their communities. Kate King at Timberland's Corporate Communications says this is a benefit to employees looking for a way to better balance their work and personal interest, while also benefiting the non-profit agencies they support.
According to Sanders, the Path of Service program is the second highest source of employee satisfaction inside the company. Employees involved in community developments programs "have longer tenure at the company because they network really well, get more involved and are happier with their jobs," he says. Additionally, by working to improve education and addressing poverty issues, employees can learn from their communities how to do things on strict budgets. It's a great way to get your employees working together in a cost efficient manner. And, Sanders says, "It beats the heck out of golf."
Sanders also suggests utilizing sustainability programs because they are money saving opportunities. "When you start looking through the environmental lens, you'll start to cut things that used to be the cow of convenience." For example, GreenMountainCoffeeRoasters has an anti-idling program for their truck drivers, an idea suggested by an employee. By simply turning off the engine and not letting it idle during deliveries, the company saves 5,000 gallons of gas each year for a 40 truck fleet.
Programs like these only require creativity and time, not money. "This is the place to be right now," says Sanders. These waste reduction programs and grassroots community programs will help reduce the carbon footprint, save money and dispel the workplace gloom for employees.
"A community in need is a wonderful opportunity to unleash the power of many at work, especially if a company is suffering from layoffs. You have to find other ways to pay people and make them feel good because you're not going to do that with any type of [holiday] bonus," says Sanders.
CSR Secrets Revealed
The most effective CSR program, according to Sanders, is a wellness program. These HR-driven programs use experts to help employees improve the quality of their lives and range from smoking cessation, obesity, heart healthiness, depression training or stress training. "One of the most reputable things a company can do," says Sanders, "is take care of its own people." It's cheap and inspirational. Employees that know how to take care of themselves will link that feeling to the environment and other communities, says Sanders, and they will be more willing to take care of the planet and other communities.
The latest secret in CSR programs, says Sanders, is same-sex domestic partner benefits. "The most basic part of CSR is diversity and inclusiveness…the new current now is an inclusive environment for gay, lesbian and transgender employees," he says.
Through innovative and inclusive programs, companies will reward employees in ways that transcends monetary incentives. Employees don't want to be a part of the problem, but a part of the solution. In today's changing corporate culture, effective CSR programs will motivate your employees and in the future, could be your key to success. "We're probably going to call [CSR] just business," says Sanders, "it's going to be that generic."
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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