Roy CharettePhoto: Courtesy of Best Corporate Events
Businesses that make corporate social responsibility (CSR) a part of their mission aim to positively impact their communities, the local economy, or the environment. CSR reflects a business’s accountability and commitment to contributing to the well-being of communities and society through various environmental and social measures. But it’s also fast becoming an effective way to engage and retain employees.
If Charles Dickens was writing his classic novel today, the opening line might be, “It was the weirdest of times.” U.S. job openings hit a record high in September 2021 as companies across industries and regions struggled to find enough help. Fast forward to today: The economy is improving, but employers are still struggling as many workers are “quiet quitting” or outright quitting in search of something new and different.
Recruiters will tell you that finding and hiring talent is hard. Employers across all industries are struggling with engagement and retention. Given demographic trends, that situation is not going to change anytime soon. Many organizations are raising wages—but know that they must offer more than a bigger paycheck.
Although there are many ways to increase employee engagement and retention, few are as impactful as CSR. It’s probably not the first thing that springs to mind when you think of CSR, but research shows that CSR is clearly linked to employee engagement and retention.
So, how does community philanthropy impact employment choices? Although its importance varies from individual to individual, people generally feel good about reaching out and helping others. And when a company does that, it shows that leadership cares about more than just the bottom line. Now imagine the company incorporates CSR into team building. The outcome is a positive, emotionally powerful shared experience.
Organizations that incorporate CSR into team building make a big impact on their employees and the community. If you’re someone who wants to help organizations impact change, improve engagement, and retain employees, encourage them to do the following...
1. Invest in teams.
Investing in individuals is important, but investing in teams is essential. Any team-building activity⎯whether the objective is to improve collaboration, problem-solving, or professional skills⎯enhances employee engagement. It demonstrates to employees that their worth is more than the immediate value of their daily efforts and that the company is willing to invest in improving their skills and work life over the long term.
Even more than holiday bonuses or employee surveys, team-building programs let individuals know a company cares. And incorporating CSR into the programming shows they care about the community too. Team building shows the organization’s commitment to developing leadership and interpersonal skills—and all while having fun doing it!
It’s difficult and expensive to retrain someone when a valued employee leaves a company. Retention is critical. Investing in teams is investing in engagement—and if done correctly, equates to retention, enthusiasm, and commitment.
Lowe’s managers celebrate their CSR achievements. Research shows that CSR is clearly linked to employee engagement and retention.Photo: Courtesy of Best Corporate Events
For example, more than 3,300 Lowe’s managers built and donated 1,048 bicycles through the CSR Bike Build Donation program. Using organization, delegation, communication, and mechanical skills, the teams completed tasks to earn the parts necessary to build bikes for the Boys & Girls Club of Southern Nevada. Every 20-inch bicycle donated also came with a helmet and lock. Lowe's invested in their teams, and the 1,048 children benefitted from their enthusiastic employees' efforts.
2. Show your heart.
Companies shouldn’t be afraid to show heart. When they embrace CSR, they help their employees facilitate connections, integrate work with life, and ensure a sense of equality with their coworkers. Sure, team building is fun, but it’s also about building something bigger. Unifying teams by creating a common sense of purpose, tackling complicated challenges together using communication, competition, collaboration, and problem-solving builds a strong culture of purpose and commitment.
Beacon Roofing Supply employees built 140 wheelchairs. After completing safety and mechanical inspections, the American Legion Riders, Orlando VA Medical Center, and Trucking for Troops helped distribute the wheelchairs to those in need.Photo: Courtesy of Best Corporate Events
Recently, 700 Beacon Roofing Supply employees helped their company show their heart by building 140 wheelchairs through the Build-a-Wheelchair CSR program. Focused on helping community members who have mobility challenges, the program promoted fun and teamwork enabling the participants to earn the materials necessary to assemble, test, and decorate wheelchairs. After completing safety and mechanical inspections, the American Legion Riders, Orlando VA Medical Center, and Trucking for Troops helped distribute the wheelchairs to those in need.
3. Make it part of something bigger.
Some employees spend all day in the office, full-time or several days per week. Others might work remotely and spend the majority of their days isolated at home. Pulling the team together for a CSR team-building event at an off-site location puts an exclamation point on the organization’s effort to build something bigger then themselves.
Creating an event with purpose—one that gives something back to an individual or community—is meaningful and memorable. Creating an opportunity for employees to experience emotions and a sense of purpose builds loyalty and strong teams.
After designing, constructing, and playing a mini golf course using canned and boxed food items, the Raritan Bay Area YMCA deconstructed it, and the food was donated to a local food shelf.Photo: Courtesy of Best Corporate Events
Speaking of strong teams, the Raritan Bay Area YMCA participated in a Mini Golf Build and Food Donation CSR program. Eighty participants came together to design, construct, and play a mini golf course using canned and boxed food items. Teamwork made the dream work, as they say. Once completed, the course was deconstructed, and the food was donated to a local food shelf. CSR programs build strong teams, but the Raritan Bay Area YMCA made it a part of something bigger.
4. Make an impact on your community.
When organizations have CSR policies that enable employees to take paid time off to volunteer, it has a powerful impact on loyalty, engagement, and retention. Supporting this initiative with team-building CSR events can further your efforts and have a positive impact on employee morale. CSR team-building events increase employee loyalty and engagement by enhancing your culture and creating an emotional and practical impact.
By making clear CSR commitments that resonate with employees, brands will create a positive reputation, which will also help attract and keep top talent.
Take this example: Research shows playing music has a positive effect on young people. When music program funding was cut at local area schools, CSI Nashville took action. More than 500 employees participated in the Build-a-Guitar CSR program. Earning points through iPad challenges, teams were rewarded with trips to the music store to obtain parts for assembling guitars to precise specifications. The final guitar kits—including tuners, audio cables, guitar straps, picks, and amps—were presented to Youth Empowerment Through Arts and Humanities, Inc (YEAH).
So, while Dickens might have chosen to introduce it as the weirdest of times, some things still remain the same. If organizations want to retain their employees, they need to find ways to make them feel included and valued. Building loyalty and underscoring employee value through CSR team-building events can be an important tool for the long-term success of a company.
