Workplace Challenges
Good corporate citizens reap rewardsNot that long ago, good corporate citizenship meant little more than signing a cheque in support of a notable cause. Today companies are creating opportunities for employees to make a difference through any number of hands-on efforts, and are reaping the rewards along the way. |
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 [ 2007-11-07 ] |
Purolator employees volunteer at the Purolator Tackle Hunger food drive in Hamilton in September.
Purolator, one of Canada's largest employers, hosts such initiatives as Tackle Hunger Week with the Canadian Football League. Since its inception five years ago, the effort has collected one billion pounds of food across the country in support of food banks.
"It makes you pretty proud of the commitment of our employees to make a tangible and immediate difference in the community," says Jim McIntosh, Purolator's general manager for the Greater Toronto Area. "Hunger is a social issue we feel very passionate about."
As a war for talent looms, companies like Purolator recognize the impact community giving has on corporate culture, employee engagement, and recruitment strategies. "Writing cheques just doesn't cut it anymore," says Tim Maloney, manager of corporate sponsorship and field marketing. "Efforts like this create a good feeling for our employees."
As that example demonstrates, the face of philanthropy is evolving, agrees Mike Meadows, senior manager of corporate citizenship with Imagine Canada, a national registered charity that looks into and out for the country's charities and nonprofits.
"Philanthropy is about tapping into the talents of an association and engaging employees in support of a cause," Meadows says. "It's about anything that leverages or would generate support (for a cause) that would not otherwise exist, including in-kind donations of products, goods or services."
Corporate citizenship is big business. According to Imagine Canada, businesses across the country collectively contribute $3 billion in donations and sponsorships each year. And as charities get better at acknowledging and promoting the efforts of corporate partners, philanthropic efforts are more visible than ever, Meadows says.
Many experts conclude that good corporate citizenship is good for business. Not only can it improve a company's bottom line and reputation, it can help build their brand and differentiate them in the workplace and marketplace. Meadows points to a Globescan report that found 85% of Canadians believe companies tied to a charity are more trustworthy and more respected.
At the same time, good corporate citizenship can enhance employee recruitment and retention. "Employees don't want to check their values at the door: 92% of employees want to be involved in a company's social responsibilities and 91% would prefer to work for a company with a strong commitment to community," Meadows says.
Valerie Chort of Deloitte & Touche agrees. "There is a race for good talent," she says of Generation X. "This segment of the workforce really looks at what you do to give back through environmental responsibility and corporate responsibility."
Often, companies support causes related to their business. Those looking for recognition may choose causes that will acknowledge and promote their efforts. "Others want to support organizations that support families in the communities in which they do business," Meadows says.
Deloitte & Touche created a foundation tasked with balancing strategic investments with local initiatives, but companies can also create a committee of employees to choose programs to support. Chort suggests choosing two or three flagship programs around which you can rally your employees.
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