Engaging Employees Through Corporate Social Responsibility Programs Aligning Corporate Social Responsibility and Employee Engagement
DOI:
https://doi.org/10.33423/jmdc.v19i1.7548Keywords:
marketing development, corporate social responsibility, CSR, employee engagement, corporate reputation, purpose, valuesAbstract
The message is clear: people want to work for organizations where they feel they are engaged and learning. Recently, Benevity in Canada stated, "Today’s employees are expecting a greater sense of purpose in the workplace. In fact, 83% of Millennials say they would be more loyal to their employer when they feel they can make a difference on social and environmental issues at work." Companies that engage in social and environmental stewardship also benefit from employees who are more aware and involved.
Once the Corporate Social Responsibility (CSR) strategy and programs have been defined, how do you ensure your communications strategy, plan, and actions are aligned and will help deliver the desired results to get employees interested and engaged?
An online survey with 100 respondents in Canada demonstrated a clear shift from years ago where current applicants now research a company’s CSR information when applying there. And once working inside the organization, employees notice CSR initiatives and want to get involved.
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