Does Having a Nominated Charity Improve Employee Engagement?

Does Having a Nominated Charity Improve Employee Engagement?

In today's fiercely competitive labour market, companies are constantly seeking innovative ways to enhance employee engagement, which goes hand in hand with candidate attraction and employee retention. One powerful strategy that is growing in popularity, is the implementation of a strong Corporate Social Responsibility (CSR) programme, including a nominated charity. In this blog, we will explore the significance of employee engagement, the role of CSR programmes in enhancing it, and how introducing a nominated charity can become the cornerstone of your engagement strategy.

What is Employee Engagement?

Employee engagement is more than just a buzzword; it's a fundamental component of a thriving workforce. An engaged team is one that is emotionally committed to their work, their colleagues, and the overarching goals of the company. Engaged team members often go above and beyond to meet company objectives.

The proof is in the pudding. Companies with highly engaged employees are 22% more profitable and experience up to 41% lower absenteeism.

In the labour market that we find ourselves, employee engagement is not just a nice-to-have but a strategic necessity. Not only are engaged employees more likely to stay with their employers but they can also act as advocates, attracting top-tier talent through their positive word-of-mouth.

The Role of CSR Programmes in Employee Engagement

A robust CSR programme, including activities such as team fundraising and volunteering, can be a fantastic opportunity for boosting employee engagement. That’s because the work often combats the issues that indirectly lead to resignations.

Team Camaraderie

It’s often said that finding a good team to work with is just important in a job hunt as finding the right role in the right field. Team fundraising and volunteering opportunities foster a sense of camaraderie among employees, building strong bonds and a shared sense of accomplishment. This, in turn, strengthens the overall team dynamics within the company.

Fulfilment

Engagement thrives when employees find fulfilment in their work. CSR programmes allow employees to connect their roles with meaningful contributions to society. Your corporate giving could even become a fundamental aspect of your company culture. Associating yourself with a particular cause which aligns with, or enhances, your overall brand mission.

Employee Recognition

Lack of acknowledgment is often cited as a reason for resigning. Your team need to feel seen an appreciated, otherwise they may not think it’s worth putting in the effort. CSR programs provide a platform for recognising and celebrating employees' positive impact outside of their regular job responsibilities.

Moreover, candidates in today's job market increasingly expect opportunities for charitable involvement from their employers. Companies with a strong CSR reputation are more likely to attract top talent - particularly younger talent. 76% of millennials consider CSR efforts when deciding where to work, and 55% of employees prefer socially-conscious companies over profit-focused ones.

How to Introduce a Nominated Charity and Comprehensive CSR Programme

Implementing a nominated charity as part of your CSR strategy can provide a solid foundation for enhancing employee engagement. Here's how to get started:

1. Involve Your Staff

Boost buy-in and enthusiasm by involving employees in selecting the nominated charity. Doing so means your charitable cause is going to be even more meaningful to your team – because it’s one that aligns with their personal values. More than this, the team should feel able to suggest fundraising activities or take it upon themselves to organise events. All of this helps to keep your team actively engaged in the programme.

2. Establish Clear Targets

Set specific targets for your CSR programme, such as fundraising goals or volunteer hours. These targets provide a clear focus and a sense of accomplishment when they are met or exceeded. They can also help to gamify the process. If your team is driven by competition, you could challenge different departments to beat each other’s targets. (Just be sure to prioritise the overall team spirit)

3. Develop a Relationship with the Charity

Building a strong relationship with the nominated charity is crucial. Regular communication, collaboration, and shared goals help ensure that the partnership remains meaningful and impactful. It also means you can have their support if needed. Most charities will have a corporate liaison officer who can help to arrange events and provide materials like charity t-shirts and donation tins.

4. Create a Comprehensive Fundraising and Volunteer Calendar

A well-structured calendar keeps employees engaged and informed about upcoming initiatives. It allows you time to arrange any logistical details and to build up excitement within your internal comms. You should aim to cover a range of activities, so as to appeal to different interests and to ensure there is something accessible for everyone to join in on.

In conclusion, a nominated charity can be a cornerstone of your employee engagement strategy. By aligning CSR programmes with the passions and values of your employees, you can foster a sense of purpose and fulfilment. This not only enhances engagement but also contributes to a positive company culture and attracts top talent who seek meaningful opportunities in their careers.

For more ideas, take a look at our other posts on how to attract candidates in a competitive market and how to create an employer brand.

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