Using Corporate Social Responsibility as a Retention and Recruitment Tool | Slides
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[Webinar Slides Only] Learn how to make corporate social responsibility an important part of your company’s culture, which will naturally lead to better retention and more successful recruitment. Watch this webinar - http://www.slideshare.net/AdeccoUSA/using-corporate-social-responsibility-as-a-retention-recruitment-tool-webinar - to hear best practices and HR policies to help your company establish and remain committed to a socially responsible environment. Our expert panel covers how to: •Make clear how paramount corporate ethics are to potential and current employees and clients •Attract the next generation of workers (Millennials) through your philanthropic footprint •Empower employees through HR policies and company involvement •Create and share a digestible plan and/or policy for 2015
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Using Corporate Social Responsibility as a Retention and Recruitment Tool | Slides
- 1. Using Corporate Social Responsibility as a Retention and Recruitment Tool. • Adecco Staffing, USA – HRCI Webinar Series 11 | 05 | 14
- 2. Who we are • 2 Building your future workforce. We inspire individuals and organizations to work more effectively and efficiently. As the world's leading provider of HR solutions – a business that has a positive impact on millions of people every day – we are conscious of our global role. 31,000+ ~5,100 50+ Employees Locations Years in business 100,000+ 650,000+ 60+ Clients Associates each day Countries/territories
- 3. Panelists • Rich Thompson Chief Human Resources Officer Adecco Group North America •Thompson has deep roots in the staffing industry and a passion for performance-based cultures, mobilizing teams and helping people live up to their full potential. •He leads Adecco Group North America’s Human Resources function, a team that aids every organizational business unit and corporate department in hiring, training, developing and retaining the best professionals in the staffing industry •Thompson has been featured on Fox Business News and ESPN Radio; has been quoted in Wall Street Journal as well as CNNMoney, Forbes.com, Monster.com and SmartMoney.com for his expertise on talent management and other workplace issues. 3 @rich18thompson
- 4. Panelists • 4 #1 workforce solutions provider in the world • Annual sales of $25.9 billion USD in 2013 • ~5,100 branches in over 60 countries and territories • 31,000+ Adecco colleagues • 650,000+ associates on client assignments daily • 100,000+ clients serviced each business day
- 5. Panelists • Tyra Tutor SVP, Corporate Development and Social Responsibility Adecco Group North America •Tyra is responsible for leading company-wide initiatives for community outreach and charitable giving. •She hones relationships with non-profit organizations, many of which are supported by Adecco colleagues. •Her role is integral in both local and national community involvement across all of Adecco’s business lines. She also ensures that all colleagues are able to participate in community outreach events at the corporate level. •She is an active board member for Dreams Come True, Beaches Episcopal School and Jacksonville Beach Church; involved with JAXUSA; and a member of the Florida Institute of CPAs, American Institute of CPAs and the Jacksonville Chamber. 5 @TyraTu
- 6. Panelists • Francesca Mauro Specialty Recruiter Adecco Staffing, USA •Francesca recruits for Marketing, Editorial and other Creative talent in the NYC and US market. •Organized 2013’s Solidarity Day Scavenger Hunt. •Liaison for local boys & girls club “Winter Wishes” program. •Organized a collection of supplies to bring to Rockaway after Hurricane Sandy. •Assisted with winter Coat Drive – donating coats and shoes to those in need in Haiti. 6 @Frannielala
- 7. • 7 Overview • Corporate social responsibility (CSR) • Importance to you and your clients • Importance to your employees • Importance to your bottom line • Impacts of CSR on retention and recruitment • Best practices • Enhance (and kick-start) your own programs
- 8. • 8 Corporate Social Responsibility
- 9. • What is Corporate Social Responsibility? 9 Definition
- 10. • 10 Defining Corporate Social Responsibility Philanthropy / Community Environment Diversity & Inclusion
- 11. Why it matters To you and your customers/clients: •It feels good! •It’s the right thing to do •Positive perception from clients and employees • “A CSR policy is good PR too. Customers today don’t just care about getting the best prices and quality; they want to know where their food is coming from, what materials their products are made of, whether a company is using best practices in reducing pollution, and what a company’s impact has been on local communities.” 11 - United Way of America
- 12. Why it matters To your employees: • Hones positive cultural environment • Networking and teambuilding • Work/life balance & meaningful work (Millennials) • Perception: If a company is generous and altruistic, they must be good to their employees • “Prospective employees are five times more likely to reject an offer from a company with a bad reputation (31%) than with a good reputation (6%).” 12 - SharedXpertise
- 13. Why it matters To your bottom line: •More than two-thirds of consumers (67%) prefer to work for socially responsible companies. •More than half (55%) will pay extra for products and services from companies committed to making a positive social and environmental impact — an increase from 50% in 2012 and 45% in 2011. The majority of these consumers belong to the desirable millennial demographic. •More than half (52%) intentionally made at least one purchase in the last six months from a socially responsible company. These buyers check product packaging to ensure sustainable impact. •Almost half (49%) volunteer with and/or donate to organizations engaged in social and environmental programs. • 13 - Nielsen report, “Doing Well by Doing Good”, June 2014
- 14. • 14 Retention and Recruitment
- 15. How can it affect recruitment? • “88% of Millennials gravitated toward companies with pronounced Corporate Social Responsibility (CSR) programs...86% would consider leaving if their employer’s CSR no longer met their expectations.” - PricewaterhouseCoopers, 'Managing Tomorrow's People' 15 Perception: • Work/life balance • Employee treatment • Meaningful work
- 16. How does it affect retention? • 16 Honing a positive culture: • Team-building • Sense of community • Working for a common cause
- 17. • 17 Successful CSR: Best practices
- 18. How to empower your employees through HR policy Service day Support employee causes Create your own cause • 18
- 19. • 19 What can you do to increase involvement? Use your unique footprint •How can you give back based on your company’s expertise? •Align with business initiatives •Empower employee choice Corporate-sponsored programs
- 20. • 20 Enhance (and kick-start) your own programs
- 21. Holiday drives and volunteer events Now’s the time to start! •What’s important to your workforce? Budget constraints are no excuse – all you need is time •Offer your building as a spot to hold community meetings •Encourage employees to volunteer and consider allowing time away from the office to do it •Create a scholarship fund •Look for organizations to support that have similar core values to your company •Support local charities with your time (or money) • 21
- 22. Tips on planning initiatives for 2015 and the remainder of 2014 • How can you get your employees involved? • Empower your employees with responsibility • Create a culture committee • Work with a charity that supports a niche that aligns with your business • 22 Looking to 2015
- 23. Job candidates are 5x more likely to reject offers from companies with a bad reputation than those with a good reputation. • - SharedXpertise 23
- 24. Questions? • Adecco Staffing, USA – HRCI Webinar Series 11 | 05 | 14
Notes de l'éditeur
- Thank you Rich. I have been with Adecco Group for 17.5 years. I am SVP - Corporate Development and Social responsibility. I have had the privilege to work on many strategic initiatives and lead a variety departments. Over the years, I’ve working in accounting, marketing, PR and HR. Today, I lead corporate development and Corporate Social Responsibility for NA. In my CSR role, I am responsible for leading company-wide initiatives for community outreach and charitable giving, which includes developing relationships with non-profit organizations, many of which are supported by Adecco colleagues. I am involved with corporate initiatives, as well as community efforts for our Adecco business unit. During today’s call, I’m sure we will use the term “field.” That’s our internal term for the business. You see, Rich and I sit at our HQ office in Jacksonville with corporate-related roles, but our primary responsibility is supporting the field. On today’s call, we have a colleague who works in the field, Francesca, who is our third speaker. Francesca is as a Specialty Recruiter working in the field for Adecco Staffing USA. Francesca, will you please introduce yourself?
- Tyra Thank you, Francesca. Let’s briefly review the content that Rich, Francesca and I plan to cover with you during today’s call. We will define CSR. We will talk about the importance of CSR to you, your clients, your employees, and your bottom line. We will talk about the impacts of CSR on retention and recruitment. We will cover best practices. We will give you advice/tips on how to enhance and, in some cases, kick-start your own CSR programs. Let’s dig right into to CSR.
- Tyra
- Tyra What is CSR? The way Adecco Globally defines Corporate Social Responsibility is still evolving. In general, I would say we take a broad view of CSR, meaning we try to cover all aspects of CSR. Let me share our global definition of CSR at Adecco: CSR addresses the concept that, beyond merely conducting business and adhering to legal guidelines, our organization has obligations such as looking after the welfare of employees, the community, society at large and the environment. In NA, as well as most of the Adecco countries, we do focus our efforts on employees, community, society and environment. But, we also recognize that we play a unique role in CSR because we are one of the largest employers in the world. We often remind ourselves that jobs are key to the well-being of society. So, every time we place someone in a permanent of temporary job, we are positively impacting someone, their family and society. We take this into account when we strategize about CSR. One theme you will hear today is that “companies should develop their CSR strategies around the business they are in.” Many of our programs involve employment, because that’s our business. In a few minutes, ’ll provide some examples of other companies who considered their business and developed CSR strategies that embraced their business model. But, first, let’s do our first poll question. ***POLL QUESTION TO FOLLOW: How would you rate your company’s corporate social responsibility on a scale of 1 to 5? (5 – very successful / 4 – often successful / 3 – sometimes successful / 2 – rarely successful / 1 – never successful) Reactions to poll: Excellent, it’s great to see how successful the majority of the audience is already. We have some tips that can hopefully enhance your programs. We also have some ideas to kick-start those who are not as successful right now.
- Tyra Let’s spend some time looking at the three main categories of CSR. Most companies CSR strategy is aligned with one or more of these focuses. The main 3 categories include: Environment, Philanthropy/Community and Diversity & Inclusion. I mentioned all three categories in Adecco’s definition of CSR and we do strive to make some impact across these categories, but I also mentioned that we put a big focus on jobs/employment. So, our biggest focus is Diversity & Inclusion, because that’s where we can make the biggest difference, given our business model. We also looked at client list and found many examples of companies that have awesome strategies focused on one of these three areas. I’d like to share an example of each category. One of our clients is a large international hotel chain. (Marriott) Their CSR is primarily focused on the environment. Their CSR definition states that “Our decades-long commitment to the environment starts at the top, with our executive-level (Global Green )Council. We aspire to be the global hospitality leader in demonstrating how responsible hotel management can create economic opportunities and be a positive force for the environment. I also have a great example of an American multinational insurance corporation focused on philanthropy. Their definition of CSR states that we attach a (AIG: American International Group, Inc.) AIG, CJSC attaches great importance to corporate social responsibility, cooperating with different charitable organizations and giving targeted support to children in medical treatment facilities, children’s clinical hospitals (in which homeless children are treated) and orphanages. And, I here’s an example of an international automobile manufacturer who focused on Diversity & Inclusion. Their (Honda) Our company philosophy states: “Equality among colleagues is expressed in recognizing and respecting individual differences in each other, treating each other fairly and creating equal opportunity for everyone.” It means embracing diverse viewpoints and ideas in all that we do, from the design and marketing of our products to being a responsible corporate citizen in the diverse communities in which we live and work. There are many companies that focus heavily on one category of CSR and some who spread their efforts over two or more areas. It would be interesting to know the breakdown of today’s audience. Let’s do another pole question. ***POLL QUESTION TO FOLLOW: Which area of CSR does your company focus on the most? ( a. environmental, b. philanthropic, c. diversity & inclusion, d. other) If you put more weight towards one of the categories, select it. If you don’t have a focus, please select other. Given the percentage of “other”, it seems most of you look at CSR more broadly, without a specific focus. Let’s shift gears, and cover the primary reasons why CSR matters.
- Tyra CSR matters to you, your clients, you employees, and your bottom line. Let’s start with “why CSR matters to you and your clients.” First, let’s start with you. It matters to you because It feels good and it’s the right thing to do. It matters to your clients for those same reasons. And you want to give your clients a Positive perception. Here’s why. In today’s world, many consumers consider all these factors before making purchases or working with companies They want their dollars to not just buy things they want and need; they want their dollars to make an impact beyond that. Let’s consider this quote from United way: “A CSR policy is good PR too. Customers today don’t just care about getting the best prices and quality; they want to know where their food is coming from, what materials their products are made of, whether a company is using best practices in reducing pollution, and what a company’s impact has been on local communities.” Rich, will you talk about why it matters to employees?
- Rich Employees who volunteer – and/or work for a company that cares for the community that they live, work and play in – are going to be happy, productive and loyal employees. Provide examples/personal commentary and stories of going to these events and feeling that sense of community as an employee Millennials want to make a difference! They want to know that they can make a positive impact on the world, the community and the environment. They also value transparency and want to know their company’s mission and core values.
- Tyra CSR is important to your bottom line. I want to provide some statistics to back up that statement. More than two-thirds of consumers prefer to work for socially responsible companies. More than half will pay extra for products and services from companies committed to making a positive social and environmental impact — an increase from 2012 and 2011. The majority of these consumers belong to the desirable millennial demographic. More than half inten tion ally made at least one purchase in the last six months from a socially responsible company. These buyers check product packaging to ensure sustainable impact. Almost half volunteer with and/or donate to organizations engaged in social and environmental programs. I thought these statistics from Nielsen were very interesting and demonstrate how CSR can impact the bottom line. I’m curious about our audience. Let’s take off the business hat. As a CONSUMER, ***POLL QUESTION TO FOLLOW: Does a vendor’s corporate social responsibility impact your decision to do business with them? (Yes/No) IF more than 60% are yes, then say: I see our results are even higher than the Nielson report. I suspect that’s driven from the fact that all of you chose to be on this CSR call. We are obviously biased towards CSR. Consider that most of us are making decisions for our businesses too. So, I think we’d all agree that CSR impacts the bottom line. Now, I’ll turn things over to Rich Thompson, who will talk about Retention and Recruitment.
- Rich
- Rich – Perception of work/life balance Today’s generations are more altruistic than generations past - millennials want to work for a company that has a positive impact on the environment, community, etc. Show candidates that they can be a part of something bigger – a greater cause This is what makes people want to stay with your company Francesca – As a millennial – the impact when looking for a job? Your friends thoughts on job searching? As a recruiter – what you see when dealing with millennials / thoughts on the quote – 88% is realistic Rich – Employee treatment - If the company is philanthropic, they will be good to their employees Make yourself attractive to candidates -- demonstrate that you empower your employees with the confidence to build the culture they want Everyone should be involved locally or nationally (from the top down) A company that gives back is a generous organization Jobseekers want to work for a company that gives back It’s important to walk the walk – follow through and don’t overpromise 83% of employees prefer to work for a company that gives back
- Rich – A company’s CSR policy is part of its culture – there are 3 main components: the company, the community and the employee. Strategy is important – but is only successful when paired with a company culture that promotes CSR and empowers employees. Team-building / Connectedness Bring your employees together socially, publically, locally outside of the every day job description – give them time to give back Example: NYC Marathon Athens Marathon Barcelona Triathlon Win4Youth – Our global sports initiative - organized by Adecco to raise money for youth foundations. Inspiring colleagues around the world to come together as one unified team in support of one unified mission – to give disadvantaged youth a better start in life and in their careers. This year’s challenge is cycling with the goal of riding 2,000,000 kilometers by December 2014. Colleagues organize and participate in cycling events in their communities – Colleague participants = 5,359 (USA), 27,676 (global) Number of successful events = 465 (USA), 8,679 (global) Year-to-date kilometers ridden = 175,384 (USA), 1.74 million (global) Francesca to touch upon her experiences with Win4Youth Rich – Sense of community Create your own charity event, get involved in the community Working for a common cause 41% of employees are willing to earn less if their job provided the chance to make a difference. Every employee is involved, working together with a common goal Executives need to set an example to their employees, both individually and as a company. (Everything filters down – Both executives and managers need to support causes and empower employees.)
- Rich --Tee up Great Place to Work
- Rich Service Day: We do a (GPTW) survey every year, and found that service was very important to our employees. As a response, we decided to implement service days – in which our employees can have 1 day a year to give back So far, 80% of employees have taken service days this year - They can support the cause of their choosing or make a day of it with colleagues Inexpensive way to make a huge impression on your employees Think about doing a survey at your company and seeing what employees would like to see and participate in. Francesca – Service Day: Examples of what colleagues have done for their service days Employees can post pictures on social media and can be shared by your company’s social media handles – promote your altruism Tyra – Support employee causes: Part of our CSR policy is corporate directed – we give back to the headquarter community (Jacksonville) For example, Movember (effort focused on men’s health) here in Jacksonville HQ was supported by Jeans Month Recently decided to move “food drive” to Summer instead of Thanksgiving, so we can impact food pantries when inventories are low If we didn’t host of focus group, we would have continued the same Thanksgiving food drive, which overlaps with many holiday iniatives. If you get input, you will get new ideas and more participation. Francesca – Support employee causes: We have a say in who we’re giving back to as well. Employees can bring their causes to the company and request donations, a budget match, etc. Ex) NYC can drive, Walk for Diabetes, Movember, Haiti - Raise money to support a charity or cause that your employees support Rich – Create your own cause: Build something organically and company-owned (not paid for) Ex: Win4Youth / Way to Work ***POLL QUESTION TO FOLLOW: Do you think a service day would work at your company? (Yes/No) ***Does anyone have any ideas for a Service Day? Or for a cause that your company could create that aligns with your business? If so, let us know in the comment box on the bottom left of your screen.
- Tyra – What can you do to increase involvement? Use your unique footprint Think about what you do, where you have connections. And, of course, align with your business. Some well-known Examples: Toms: they have a one-for-one shoe donations Ben and Jerry’s Ice Cream: They only use fair-trade ingredients in their ice cream Verizon: has a Verizon Matching Gifts program, which matches employee financial donations 1:1 to qualified organizations. They also encourage employees to volunteer. If employees log more than 50 hours with an organization they can apply for a $750 grant awarded to the organization from Verizon. Liquid Dawn Ultra: donates its product to help animals affected by oil pollution LinkedIn: One Friday each month LinkedIn’s employees participate “InDay.” InDay’s purpose is to give back to the community through employee volunteerism and resources. Each InDay has a different theme allowing diverse departments to come together for a common cause. InDay activities range from guest speakers discussing global justice, to initiating global learning programs, and volunteering in local communities. Football teams, celebrities help local charities Let us brag about a few Corporate-sponsored programs, which align with our connections and strengths: 1st, I’ll tell you about our Athlete Career Program This is a global strategy. We connect the world’s best athletes with the world’s best companies. For thousands of athletes, competing in the Olympic and Paralympic Games represents the ultimate goal. However, only a small handful will make it, and fewer still will make it big in the form of endorsement deals and sponsorships. For all the other elite athletes, the pursuit of an Olympic dream must contend with the realities of a job that allows them to train to be among the very best. We match those athletes with companies who can provide the flexibility needed by athletes. We have another program for that US that is called career Connections for Military Spouses and Veterans program Career Connections is a partnership between Adecco and military installations around the country to recruit and hire military spouses and veterans. Through this program we have established a specific military families hiring initiative that includes; recruiting from military job fairs, through military job boards, and from military bases in the US. And, finally, a third example is Way to Work. Francesca, I know you were involved with Way to work. Would you talk about the global Way to Work program? Francesca – Way to Work Another way that we appreciate our CSR policy – it empowers employee choice Solidarity Day, etc. – scavenger hunt / team-building What activities/events would generate the most business? ***POLL QUESTION TO FOLLOW: How often do you participate in your organization’s corporate sponsored events? (5 – always / 4 – often / 3 – sometimes / 2 – rarely / 1 – never)
- Tyra Let’s talk about “How do you enhance, or in some cases kick-start your own CSR programs”
- Tyra – To get started, you need to know what is important to your workforce. You want to make sure you closely align your business with causes that matter to your company and your employees Get feedback from your employees – do a survey? - Get executive sponsorship – turn rhetoric into action – lead by example - Explore the possibility of being bold and having a service day or partnership Budget constraints are no excuse All you need is time Here are some no-budget options to get your thinking: Offer your building as a spot to hold community meetings Encourage employees to volunteer and consider allowing time away from the office to do it Create a scholarship fund Look for organizations to support that have similar core values to your company Support local charities with your time (and, if possible, provide financial support) Rich, do you want to share some additional Tips for our audience to consider?
- Rich – Carry your employees’ altruism into 2015. Work corporate social responsibility into your retention plan for next year. Tips on planning initiatives for 2015 and the remainder of 2014 - How can you get your employees involved? Low morale? Offer a jeans day every Friday or during the summer months? - Empower your employees with responsibility: Thanksgiving can drives Holiday gift drives - Create a culture committee Include employees from across your organization - Work with a charity that supports a niche that aligns with your business What is your area of business? Who can you partner with to give back?
- Rich Important reminder: work corporate social responsibility into your retention plan for next year. -- End with reiterating the impact that CSR can make on retention and recruitment.
- Rich