Aligning a company’s mission with social good initiatives has a tremendous impact on both employee satisfaction and retention. The desire to make a difference is a powerful driver in how individuals choose to spend their money and time, view businesses and pursue their careers.
These values are particularly pronounced among younger people, who increasingly consider social good initiatives an essential part of any company’s mission. Generation Z and Millennials are value-driven workers, with 39 percent and 34 percent, respectively, having rejected employers that did not coincide with their values. This underscores the growing role of corporate social responsibility in attracting and retaining talent in today’s workforce.
The data highlights a crucial point: While integrating social good into your business model is about altruism, it’s also about cultivating a thriving, committed workforce. Companies like Google, Salesforce and Disney may have set the bar high with their expansive social good programs, but you don’t need to be a billion-dollar enterprise to make a difference.
By developing social good initiatives tailored to your company’s capabilities and aligning them with employee passions, you can enhance employee well-being, boost productivity and create a workplace that attracts and retains top talent.
What Is a Social Good Initiative?
Social good programs today have evolved beyond traditional community volunteering to include a wide array of initiatives that focus on employee well-being. These can range from providing comprehensive mental health benefits and fostering inclusive workplace cultures to supporting environmental sustainability and advocating for social justice causes.
Address Mental Health Through Trainings
While many health and safety training programs focus on physical safety, it’s crucial to also address mental health, well-being and broader societal issues that impact employees, their families and communities.
With four in five employees reporting that workplace stress affects their relationships, employers have the opportunity to reduce these alarming rates by equipping employees with the tools to tackle these diverse challenges, including providing comprehensive educational content that covers the full spectrum of safety and wellness.
Additionally, businesses have a responsibility to address pressing societal challenges such as substance abuse and gun violence. Providing training and resources on these issues can help prevent crises and support the well-being of employees and their communities. Using free resources from researched and reliable organizations like the Occupational Safety and Health Administration, which offers tools on workplace violence, can enhance these efforts.
Addressing these critical issues benefits society and creates a safer, healthier workplace. Employees who feel supported in their mental health and safety are more likely to remain with their company, knowing their well-being is a priority.
Regularly scheduling workshops and seminars, fostering an open and supportive culture, providing easy access to mental health resources and implementing peer support programs are actionable steps companies can take.
Using these resources can be an effective strategy for companies to support employee well-being and improve retention, leading to a more engaged, productive and loyal workforce.
Pack Purpose Into Each Employee’s Role
Employees are more engaged and satisfied when they feel their work contributes to a greater purpose. In fact, 31 percent of employees who quit their jobs between April 2021 and April 2022 cited a lack of meaningful work as the reason.
Making sure that employees understand how their roles contribute to the company mission is a priority. When employees feel that their daily tasks and long-term projects are part of something larger, they’re less likely to experience burnout. Purpose-driven work fosters a sense of belonging and satisfaction, which correlates with lower turnover rates and higher retention.
Here are a few actionable strategies to live up to the company mission and help employees connect to a larger purpose.
Highlight Customer Feedback and Employee Contributions
Regularly share stories and feedback from customers that demonstrate how the company’s products or services are making a positive impact. Highlight specific instances where employees went above and beyond to bring the mission to life. This acknowledges and rewards hard work and illustrates the real-world impact of the company’s mission.
Incorporate Mission-Driven Initiatives Into Training Programs
Design learning and development programs that tie into the company mission. This could include workshops, seminars and courses that teach employees how their roles contribute to the mission and how they can further align their efforts with the company’s goals.
Provide Structured and Flexible Volunteer Opportunities
Offer both structured volunteer events and flexible paid volunteer hours. Structured initiatives such as mentorship programs and community service days can be tailored to align with the company’s mission and values and build camaraderie and strengthen team bonds.
Paid volunteer days allow employees the flexibility to engage with their community in a way that serves their individual interests. This dual approach supports a variety of philanthropic efforts and fosters a culture of giving back, enhancing employee fulfillment and loyalty.
Social Good Initiative Examples
Social good programs should not be seen as a luxury reserved for large corporations. By using company resources and expertise to build formal programs that give back, businesses can foster a sense of purpose among employees and make a difference in the community.
For instance, a tech company can use its technological expertise to develop educational programs for local schools, while a healthcare company might offer free health screenings in underserved communities. Involving employees in the planning process ensures the programs resonate with their interests and community concerns, increasing participation and impact.
At my company, we launched a program offering complimentary online courses on critical health and safety topics, covering issues from mental health to diversity and inclusion. This initiative uses our core competencies to provide valuable resources to those in need, exemplifying how companies can use their strengths to serve others and instill a sense of purpose in their employees.
We worked closely with subject matter experts to build out the coursework, ensuring the content is accurate, relevant and impactful. The selected topics promote social awareness and serve as a resource for individuals who want to learn more and make their organizations and communities a better place.
Now is the time to act. By integrating social good into your business model, you can create a positive impact on society while enhancing employee well-being and retention.
