Don’t Do It For Employee Retention- Do It Because You Believe In It!

I saw an article this week entitled, 86% of Employees Not Engaged By Companies’ Sustainability Programs. You can read it here. It says that while many organizations promote sustainability, most employees are dissatisfied with their employers’ sustainability efforts. And many believe that organizations do it just for marketing and sales.

I do believe that some organizations push corporate social responsibility programs, like sustainability, as way to attract and retain employees. Most likely, an executive came up with the idea because that’s what college graduates want. And in order to attract them, that’s what you have to have. If you develop any program, not because it’s the right thing to do, but solely because it’s a means to an end, it will not help you in the long-run.  

The brandful workforce roadmap is about authenticity and passion. Keep your eye on what special product or service you deliver and how it benefits society. In this, you will find the right citizenship platform that really will propel your brand as well as your community.

One of the six channels through which employees can promote the brand of the organization is citizenship, or as I like to call it, “doing good.” When employees can get out and do something they care about, that truly makes a difference in the world, and to the organization, they want to promote that everywhere, because they are proud.

I highlight two areas that are most critical to building an authentic citizenship program:

One is alignment with the business. There should be a sensible connection between the cause and the product or service of the organization. Take Hagen Daaz. They had a big campaign to protect the honeybee. This makes perfect sense because they use honey in their ingredients. I wish all programs could be so simply connected.

Two is internal support. Employees need to be able to participate in the programs, provided time, resources and moral support.

When employee participation in your corporate social responsibility programs is low, that’s a bad sign. Employees should not be incentivized to participate. Re-think your strategy. Make sure it is integrated to your business and there is real passion behind it. You can really make a difference and so can your employees.