How can you use corporate social responsibility to attract and retain top talent?

With the rise of ESG and SDGs, we increasingly see half-hearted and one-off attempts at CSR. With journalists calling out greenwashing, corporations and their executives are now wary of partaking in meaningless signaling. In light of this, companies have since adopted inclusive business practices. A client in the energy space wanted to invest in clean energy advancements. Our analysis revealed that internal stakeholders expected double digit returns on green initiatives. With measurable returns on renewable electricity projects being in the single digits, we advised Scope 1 and 2 reductions aimed at operational efficiency. This allows participation in commodity markets, instead of taking on additional risks in end markets.

When defining CSR goals, it's important to understand the full spectrum of your stakeholder ecosystem. Who are your stakeholders? What do they care about? How do they interact with your business? Where do they consume content? And what motivates them? Knowing these answers will help to inform a large part of your CSR strategy.

Especially the new generations need to feel that they are part of something and that they share values. Since it doesn't seem that the hook that previous generations had is a real promise for them. By integrating corporate social responsibility (CSR) initiatives, such as sustainability programs, community engagement, and ethical practices, a company can enhance its reputation, showcase a commitment to social values, and thereby attract and retain top talent who prioritize purpose-driven work environments.

Que satisfação foi ver a Rita Von Hunty falando sobre : “Não há democracia sem diversidade, inclusão e pertencimento”. Um divisor de entendimento na minha percepção de vida. Rita é a persona drag queen criada pelo professor Guilherme Terreri Lima Pereira.

Communicating commitment to social & environmental causes creates a positive company image, making it more appealing to socially conscious individuals. Incorporating CSR initiatives into the workplace fosters a sense of purpose among employees, enhancing their job satisfaction & loyalty. Offering volunteer opportunities, supporting local communities, & not only contribute to a better world but also create a more engaging workplace culture. To attract top talent, organizations should showcase their CSR efforts, highlighting the positive impact employees can make by joining the company, thus aligning personal values with the corporate ethos. Ongoing participation in CSR activities can significantly contribute to talent attraction &retention

At PRP, we have extended our arms to embrace over 150 children across the nation through our adoption program. This is just one aspect of our CSR initiatives that reflects our dedication to making a positive impact on the lives of others. We believe that a company's success is not only measured by its financial achievements but also by the positive influence it has on the community. Our organizational culture revolves around fostering a sense of belonging, where every team member is valued and respected. Our leaders recognize that the heart of any successful organization lies in the well-being of its people. By prioritizing human connection and emphasizing the importance of giving back to society.

The Great Resignation, also known as the Big Resignation, set a new scenario where employer brands must shift from merely being creative to truly understanding and engaging with their employees and surroundings. It is not a CSR strategy only. This involves actively listening to employees, comprehending their motivations for well-being, and using internal communication to reinforce valued behaviors. The employer brand that genuinely attracts and engages key talents is coherent and crystal-clearly understands its employees and their environment. This approach is vital in responding effectively to the workforce's expectations in the post-pandemic era.

En nuestra experiencia aprendimos que e valor más importante son las personas, los colaboradores son nuestro cliente número uno y requieren de: a. Integración b. Capacitación c. Acomapañamiento integral. Son los promotores principales de la RSC y creadores del mejor ambiente laboral que debe impactar en el entono social, familiar y de protección al ambiente.

By defining clear corporate social responsibility (CSR) goals aligned with our core values, we can attract and retain top talent effectively. Identifying social, environmental, and ethical priorities that resonate with our industry and engaging employees in meaningful CSR initiatives fosters a sense of purpose and community. This not only enhances our company's reputation but also creates a workplace culture that attracts and retains individuals committed to making a positive impact.

Based on my 5 years of experience building goal plans and diversity indicators for large companies, the Brazilian market needs a complete cultural shift, addressing the topic with the seriousness it deserves. Every department within an organization has clear goals. However, when it comes to diversity, ESG (Environmental, Social, and Governance), and CSR (Corporate Social Responsibility), companies operate based on intentionality, neglecting the most crucial aspect: management!

🌟 Elevate your company's appeal to top talent with the transformative power of CSR stories! 🌐 Attracting talent isn't just about perks; it's about shared values. Showcase your Corporate Social Responsibility initiatives to draw in candidates who seek purpose-driven workplaces. 🚀 Once onboard, these stories foster a sense of pride, purpose, and community, contributing to long-term employee retention. Let's build a workplace where making a positive impact isn't just a goal; it's our shared reality. 🌍💼 #CSRStories #TalentAttraction #EmployeeRetention #PurposeDrivenWorkplace

It is not only about stories, but also about results and impact. You should be very carefull on greenwashing. Certify that ypur stories are true and evidence based.

Build a strong Corporate Citizenship approach. Develop programs of high social impact involving the best of your workforce. Companies giving back to the community can attract and keep good employees. CEOs of big companies like Home Depot, Delta Air Lines, and SAP are sending lots of employees to help in community projects. This makes sense because top professionals want to work in companies that are socially responsible.

Countless studies reveal that corporate social responsibility is currently an attractive and retaining trigger for talents in organizations and businesses. The young job seekers want to work in places that show care towards the environment. Beyond that, they also want and are ready to contribute their time to society and environmental preservation, which means that companies must embrace CSR as part of the corporate cultural core. One of the more effective tools we have pushed clients to carry out over the years are company activities focused on active contribution to the community. Of course, his praise should be accompanied by documentation and publication of the story - if it is interesting enough for the relevant media.

Debemos aprovechar la oportunidad que nos dan las acciones de responsabilidad social que se realizan para conectar también con nuestro público interno y lograr así se sienta parte importante de la labor que genera su organización para beneficio de otros.

In my experience in the mountain resort industry, highlighting our CSR initiatives involved weaving authentic narratives that showcased our commitment to environmental sustainability and community well-being. Through our website, social media platforms, and newsletters, we shared stories about initiatives like eco-friendly practices, conservation projects, and collaborations with local communities. By emphasizing the active involvement of our team members, we not only communicated our CSR goals but also created a sense of pride and purpose, reinforcing our mountain resort as a socially responsible and attractive workplace.

Social Responsibility is an excellent way to show your staff that your company has a real interest in generating a positive impact in the world, being a great way to attract talent that focuses on more than just the salary of a position; Additionally, including your staff in your CSR initiatives (through volunteering or even by just sharing your projects with your teams) is an excellent tool to motivate and enhance your internal engagements.

When it comes to showcasing your CSR stories be sure to always bring your receipts — and make it about the people. This means sharing stories that clearly showcase tangible proof, transparent data, and human elements.

In my experience, CSR activities provides great opportunity to form fellowship with co-workers and even with those in higher position. Best of all, it allows us to connect with the community and gain insights in how we can contribute to improve their situation.

Otro aspecto que resulta fundamental es comprender que es necesario parecer pero también ser. Las empresas que solo declaran la RSC hacia afuera e impactan solo a sus clientes externos tienen escasas o nulas posibilidades de continuar avanzando: si sus colaboradores no encuentran coincidencia en estas prácticas de manera interna, pronto comenzarán a exteriorizar ese malestar hacia afuera, lo que claramente significará reposicionar la estrategia y dirigirla hacia al interior de la empresa para que así se traspase. Y la publicidad? No hay mejor publicidad que él boca a boca….parecer y ser.

El enfoque de este tipo de acciones debe ser genuino y la gente que lidere este tipo de iniciativas deben tener perfiles orientados a ayudar a lo demás y generar bien común. Así será más sencillo hacer que los demás quieren involucrarse en las iniciativas que se tienen.

In my experience, involving employees in our mountain resort's CSR initiatives proved instrumental in fostering a sense of community and commitment. We encouraged team members to actively participate in volunteer programs, supported causes aligned with our environmental goals, and provided opportunities for skill-building through workshops and mentorship programs. By valuing employee input and allowing them to champion causes close to their hearts, we not only strengthened our CSR impact but also created a workplace culture that resonated with top talent seeking purpose-driven employment in the mountain resort industry.

It is imperative to always think of CSR as the decent thing to do as a profit-generating entity, rather than imagine CSR as yet another PR or marketing vehicle. Once the mindset is right, permeate that to the whole organization. Work out an employee-led program where employees become the champions and spokespersons, rather than the C-suite. This will empower and engage the actual folks doing the CSR efforts, and allow business leaders to take a step back. The C-suite leaders should always sing the efforts of the employees, and place their good works in the limelight. With the right of dark social media like Whatsapp and Telegram, word-of-mouth becomes a powerful relay for communicators.

It is imperative that the program be employee-led. The authenticity of the CSR project(s), the alignment of the values of the company and the full engagement of the employees is what will make for a successful program. Too many times, employees have been propped up in a bland and un-engaging CSR project only to end up being the content for a recent social media post and press release. Ensuring that the project allows the company and the Team to expand their understanding and the application of the values, mission and vision of the company is the best place to start.

Make CSR-related content that your employees are proud to share on social media! Employees are important stakeholders in any company's CSR program. Make sure that when promoting your CSR initiatives you are also making it easy for employees to promote, as well. Doing so will help to amplify your CSR initiatives to new networks that could lead to unexpectedly positive outcomes.

Demonstrate Purpose and Impact: Showcase your company's commitment to corporate social responsibility (CSR) through meaningful initiatives that align with employees' values and interests. Highlight the positive impact these initiatives have on the community, environment, or social causes, creating a sense of purpose and pride among employees. Foster a Culture of Engagement and Giving Back: Encourage employee involvement in CSR activities, such as volunteering programs, donation drives, or sustainability initiatives. Provide opportunities for employees to contribute their skills and expertise to meaningful projects, fostering a sense of ownership and fulfillment in their work.

Throughout the years spent at KPMG, they always encouraged volunteering through their Family For Literacy program. The mission of KFFL is ‘to eradicate childhood illiteracy by putting new books and educational resources into the hands of children in need and developing the next generation of young leaders through reading.’ Every summer and throughout the year, the firm would offer half-day trips to the local Boys & Girls Clubs to offer story time, engage in activities, as well as supply the kids with packed snacks and books to support their downtime hobbies. Learning and supporting your local community is just as important as reaching quarterly numbers, and KFFL has truly made waves in advocating for future generations.

Para que esse envolvimento seja consistente, é preciso traçar perfis e conhecer verdadeiramente seus funcionários. Vá além do que o cotidiano do trabalho oferece e descubra como sua equipe é interessante!

Promote the HeartPower of your organization. Corporate Social Responsibility initiatives show a company’s values and are an important part of how employees see the company. It’s like a promise to employees that the company cares about more than just making money.

Você pode usar diferentes canais e formatos para promover seus benefícios de RSE, como: -Relatórios de sustentabilidade: são documentos que apresentam os resultados e os impactos das suas ações de RSE, seguindo padrões internacionais como o Global Reporting Initiative (GRI) ou os Objetivos de Desenvolvimento Sustentável (ODS). -Campanhas de marketing: são estratégias que divulgam as suas práticas de RSE para o seu mercado, usando meios como anúncios, vídeos, podcasts, webinars, eventos, etc. -Programas de voluntariado: são atividades que envolvem os seus funcionários em projetos sociais ou ambientais, dentro ou fora da empresa.

Don't mistake activity for achievement! Saying you are doing something is not the same as measuring the impact of what you are doing. Use the data as a way to improve and increase the positive impact of your CSR efforts.

Evaluate the effectiveness of your CSR efforts undertaken by employee volunteers and communicate the impact assessment to all relevant parties. This shall instil a sense of achievement amongst contributors.

CSR is considered more of a group activity. One way we find that a CSR program is impactful is by how many of the Team end of participating, growing or even suggesting additional CSR Programs. We traditionally like to see Team Members return to projects on their own volition. This truly shows that the Team is in alignment, that they share the same values both inside the office and out and that they want to represent the company is a good light. Essentially inspiring each Team member to grow in their contribution for good.

- Relatórios de sustentabilidade: são documentos que apresentam os resultados e os impactos das suas ações de RSE, seguindo padrões internacionais como o Global Reporting Initiative (GRI) ou os Objetivos de Desenvolvimento Sustentável (ODS). - Campanhas de marketing: são estratégias que divulgam as suas práticas de RSE para o seu mercado, usando meios como anúncios, vídeos, podcasts, webinars, eventos, etc. - Programas de voluntariado: são atividades que envolvem os seus funcionários em projetos sociais ou ambientais, dentro ou fora da empresa. - Plataformas digitais de gestão de KPIs.

Hay un vinculo muy grande entre el capital reputacional que aporta un profesional y el que aporta la empresa, uno no es excluyente del otro. Atraer y retener talento no solo depende de la empresa, sino del empleado que ve a partir de las iniciativas de RSC un espacio para capitalizar su propio perfil y convertirse en embajador de la marca, de la empresa. Reclutar profesionales con ese ADN es fundamental en un mundo donde las redes sociales son fuente casi exclusiva de comunicación.

Many CSR projects are basic and canned experiences that Team Members have experienced multiple times in the corporate environment. Take a different approach by reaching out to various non-profits, NGO's, organizations and municipalities to discover where their biggest or most overwhelming pain points are. Take this information back to your Teams and encourage them to design a solution that they can implement to help alleviate the issue within the organizations referenced above. This is how you get real buy-in by the Team Members and you see true impact.

I have worked with companies beloved by their customers with NO CSR initiatives. And with companies with CSR initiatives for hundreds of thousands of euro that are so bad in communication that even their own founders do not know what they are “responsible” for. At the end if each team member can not point out your true values CSR is irrelevant. It has to be in the company’s DNA, instead of a cool idea invented in the marketing/HR room. If it is, even one PR campaign can engrave what you do in the public eye and create an army of brand ambassadors inside the company. Just be real. And care. Then think about PR.

Al generar valor compartido, y esto ser parte de la cultura, las personas querrán formar parte de la organización, ya que sabrán que su trabajo, además de darles beneficios a ellos, contribuyen de manera positiva con la comunidad.

When it comes to corporate social responsibility, the quickest path is often to consider internal stakeholders. However, there is an entire internal chain of moveholders that need to and should be included in the CSR strategy, such as the supply chain. Currently, Brazil is undergoing an interesting movement where Diversity, ESG, and CSR strategies extend beyond the company walls and reach audiences that are also crucial.

Como mencionas, es una dualidad reclutador/ empresa. Para mi la responsabilidad es del reclutador, quién, además de conocer los valores y metas de la empresa, los hace suyos, y los transmite, en el proceso de selección, a fin de identificar talentos, que contribuyan al objetivo de la empresa. Caso contrario, reclutarán buenas personas sin capacidad para la posición a la que se está postulando

Como mencionas, es una dualidad reclutador/ empresa. Para mi la responsabilidad es del reclutador, quién, además de conocer los valores y metas de la empresa, los hace suyos, y los transmite, en el proceso de selección, a fin de identificar talentos, que contribuyan al objetivo de la empresa. Caso contrario, reclutarán buenas personas sin capacidad para la posición a la que se está postulando

Exacto. En otras palabras el colaborador se siente orgulloso de "trabajar" en esa empresa (y viceversa) y luego viene el WOM. En los últimos años es como se sienten identificados y las empresas que buscamos los de mentalidad generación Millennial. Saludos maestro.