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CSR for Employee Engagement White Paper Introduction author: Ben Darlington, Benefacto

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Page 1: CSR for Employee Engagement White Paper - Benefacto · 2016-10-10 · CSR for Employee Engagement Mini Series 6 Shared values There are many contributing factors to what makes work

CSR for Employee Engagement White Paper

Introduction author: Ben Darlington, Benefacto

Page 2: CSR for Employee Engagement White Paper - Benefacto · 2016-10-10 · CSR for Employee Engagement Mini Series 6 Shared values There are many contributing factors to what makes work

ContentsIntroduction

Employee engagement

Shared values

What does this actually mean?

Volunteering

Volunteering can boost employee engagement

It makes people feel good

It gets people together

You get something done

Get a sense of perspective

Top tips

Fundraising

Building employee engagement

Fundraising builds a sense of community

Your employees are your best ambassadors

Link your mission to high-impact same-sector causes

Top tips

Sustainability

Sustainability programs and workforce engagement

Leading from the front

Case Study: Innocent in action

Improved wellbeing

Better bottom line

Top tips

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11-18

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19-28

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Employee engagementIt’s not exactly equivalent to job satisfaction or

happiness at work. Rather, it is defined as the emotional

commitment that an employee has to the company and

its goals.

It’s official: Half of UK employees are disengaged at work, the biggest contributing factor being the chasm between individual and corporate values. In this series of articles Benefacto, Do Nation and JustGiving explore how a compelling approach to CSR can help promote shared values and by doing so revive and promote worker engagement, and create more energetic, committed and rigorous teams.

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For an engaged employee at work

It’s not merely a transaction made between 9-and-5, it’s about

genuinely sharing in the fate of an organisation and having an

investment in its success and growth.

Engaged employees self-select to go the extra mile, create energy

within their teams and are ambassadors for the organisation both

in and outside the workplace.

Despite this clear strategic importance, engagement levels have

been demonstrated to be pretty shocking in the UK. In their study

The Science of Ingagement, the PR company Weber Shandwick

asked employees across the country about job satisfaction,

attitudes to their employers’ reputation and success, and their

feeling of worth in the company.

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50%of British employees simply aren’t engaged at work

Boiling this down to an overall measure of engagement, the figures are stark

What this means in real terms is that employee retention,

productivity, team cohesion and wellbeing suffer and this is

naturally reflected in the bottom line: businesses with engaged

people show 6 per cent higher net profit margins.

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Shared valuesThere are many contributing factors to what makes work

engaging for people, from having varied, interesting projects

to get your teeth into to a comfortable, convivial working

environment or an inspiring, innovative boss. In fact, the

‘Ingagement’ study identifies nineteen. Suddenly, looking at their

Table of Elements, the role and opportunities for CSR becomes

clearly illuminated.

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Of all the drivers of engagement, the biggest problem concerns

‘Shared Values’: only 13 per cent of employees feel that their

employer understands and shares their personal world view, moral

stance and values.

This condition puts CSR clearly in the frame as a remediating

force. In terms of recommendations for improving employee

engagement, Weber Shandwick suggest that the first action point

for any company is to focus on creating a climate of shared values

and empathy.

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What does this actually mean?

And how do companies go about it?

The truth is that people have many and varied personal values, yet

many values are shared, especially within particular communities

(if you’re not familiar with the work, we recommend reading ‘58

values we live by’). Values help direct behaviour, which is why

sharing values helps direct common behaviour.

Although as a profit-making organisation — where promoting

values might not represent a business’s principal aims —

demonstrating a commitment to the values that are of mutual

benefit to the company and its workforce will clearly pay

dividends. This, of course, is where CSR comes in.

This whitepaper will focus on three key areas with real potential to

develop a climate of shared values and ultimately engage

your staff.

We will drill down into how you can focus on the three key topics

of Fundraising, Sustainability and Volunteering so as to emphasise

your corporate values and engage more of your people.

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The authorsBen Darlington

Ben Darlington looks after new partnerships and possibilities at

Benefacto.

Easily described as lastminute.com but for booking volunteering

– Benefacto provides professional volunteers with a mechanism

to find and book meaningful, one-off, short-term employee

volunteering opportunities.

Ben has been involved with the project since its inception back

in 2012, building the website and developing the graphic design.

He is always looking for ways for charities, businesses and social

enterprises to work together. If you’d like to work with Benefacto

talk to Ben at [email protected].

Isabel Sanchez

Isabel is the Corporate Partnerships Lead for JustGiving, an

online fundraising platform that enables people to raise money

for causes they care about. Since 2001, they have raised $4 billion

for good causes. At JustGiving, Isabel looks after corporate

partnerships, helping companies engage their employees in

fundraising. She is also a board member of Evolve Housing +

Support, and sits on the development committee of the Ministry

of Stories.

If you want to see how JustGiving can help with your community

initiatives, please get in touch at [email protected].

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The authorsHermione Taylor

Hermione is founder of Do Nation, an online pledge platform

aiming to make sustainable living mainstream.

Do Nation began when Hermione cycled to Morocco, asking

friends to support her with their own small challenges – from

cycling to work to wasting less food.

Since then Do Nation has evolved to be used by companies,

universities, and marathon runners alike – all using it to engage

people around them in sustainable behaviour changes. Their

clients include Siemens, Arup, and innocent drinks.

Hermione is on the board of FastForward 2030 and has been

an advisor on behaviour change and social value for Coca Cola

Enterprises and 2degrees.

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CSR for Employee Engagement Volunteering

Author: Ben Darlington, Benefacto

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Volunteering can boost employee engagement

In addition to supporting local charities with skills and

elbow-grease, high-impact volunteering can also benefit

businesses.

We’ve identified five key areas where employer-supported

volunteering (ESV) can positively impact the bottom line.

As we identified in the introduction, employee engagement is an

‘emotional commitment’ that connects people with their place at

work. Attraction, retention, productivity, purpose and even brand

awareness all weave into the complex cultural fabric that makes an

organisation inspire, motivate and energise its people.

In this article I will dig a bit deeper into the link between employee

volunteering and employee engagement and explore exactly why

putting a shift in at your local homeless shelter or job club during

work time can boost engagement when you get back to your desk.

Employee attraction and retention

Productivity and purpose Brand Awareness

Learning and Development

Cost effective giving

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It makes people feel good

Volunteering makes people feel good about themselves.

It’s often tempting to get all quantitative when we’re talking about business

Let’s not forget that when we’re talking about engagement we’re

talking about people: we don’t need a graph to know that happy

people are more engaged employees.

Volunteering makes people feel good about themselves. It’s

satisfying to feel you’re helping people, putting your skills to good

use and contributing to the common good. We are inherently

social creatures and in a chaotic, confrontational and often lonely

world, helping someone around you is a great way to feel good.

It’s also important to take note that we all work too much (even

Deloitte says so!) and taking volunteering days is another small

way to redress work-life balance.

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It gets people togetherVolunteering is all about connecting people.

Whether you spend the day at an older persons’ day

centre getting to know someone new or build on fledging

relationships with colleagues on a small-team day it’s all

about people.

In a professional environment the average person spends

upwards of eight hours a day in front of a screen. So, ditch the

smartphone and spend time with someone different to relieve

stress, ignite new relationships and build on existing ones.

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You get something doneSometimes the projects we work on in modern life can

feel as long and inconclusive as the latest series of Game

of Thrones.

It’s often tricky to see the impact of one’s daily toil or even see a

piece of work through from conception to completion. Short-term

volunteering is a great foil to the malaise of the indefinite project.

Whether it’s helping someone writing a CV, tidying up a garden

or distributing food parcels, many volunteering opportunities will

allow you to help somebody in the space of a day and that’s got

to feel good!

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Get a sense of perspective

If you have days which just seem like one blur from

busy tube to hectic office to all-too-short-evening, you’ll

understand that sometimes it’s easy to be blinkered to

the world beyond the daily grind.

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Employee volunteering exposes you to a different side of the

place you live in and gives a window into the lives of other people;

people who are often less fortunate than ourselves. I challenge

anyone to spend a day at a homeless concern and not find

themselves re-evaluating their job, colleagues and workplace.

Give your other CSR projects purpose

An employee volunteering scheme often sits alongside other CSR

initiatives like fund-raising and office sustainability programs.

Giving people the chance to go and work within charities is a

terrific way of bringing other projects to life and giving them

purpose and relevance.

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As one program gains momentum you can expect to see cross-

pollination with other areas of responsible business. One of the

first volunteers we had volunteer through Benefacto is now a

permanent mentor to the team at Drive Forward Foundation,

and another of our corporate partners regularly makes in-kind

donations to the charities it volunteers with.

Reaching a level of ‘CSR maturity’ within business is truly the

Holy Grail from an employee engagement perspective. If an

organisation can really embody a culture of social values, it’s

a huge step towards bridging the values gap we identified in

the introduction.

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Top tips for making a startSo you’re sold!

There are many ways that companies can get involved in

volunteering, and whilst I would obviously recommend the

Benefacto platform, I will leave you with three points to consider

whatever you choose.

Convenience

Professional people are busy; you need to give your

colleagues a clear path into volunteering. Co-ordinating

a volunteering day is really time-consuming; the truth is

you can’t expect people to arrange these on a

case-by-case basis.

Choice

Charity is personal and if you want broad engagement in

your ESV you need to reflect this in your program with a

range of options. People like to contribute to a cause that

chimes with them.

Culture

This is often the biggest barrier, but when done right,

creating a great volunteering culture can really contribute to

employee engagement. Simply put, you need to make sure

your colleagues are not only aware of your policy, but feel

genuinely supported to use their volunteering leave.

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CSR for Employee Engagement Fundraising

£

£

Author: Isabel Sanchez, JustGiving

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Building employee engagement

Developing an engaging, high-impact CSR

program at a company is a journey, and like every

journey, you have to start with the first step.

It would be nice to hit the ground running – with

colleagues regularly volunteering during work hours,

mentoring or supporting charities as trustees and through

pro-bono work. The reality tends to be more modest.

Indeed ‘charity begins at work’, because most community

engagement in the workplace starts with grass-roots

fundraising: bake sales, sponsored bike rides and

Christmas jumper days!

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For example, JustGiving works with companies to engage their

employees in fundraising programmes

Since

2011 we’ve helped over

1000 companies raise over

£40m for causes, contributing to the

£2.5bn value given annually by British businesses.

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There’s a good reason for success of workplace fundraising

People enjoy office-based activities because they’re fun,

rewarding and easy to get involved in. They also don’t push

people out of their comfort zone – something that’s really

important in building people’s confidence with community work.

Just as it is easy to get a fund-raising initiative off the ground in

the workplace, it’s also a great place to start building CSR into

your employee engagement strategy. Empowering your staff to

take the first step into community investment helps align your

corporate values with those of the workforce. We’re going to

explore this idea a bit more in this article.

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Fundraising builds a sense of community

Modern corporate life can feel pretty silo-ed; people

often work hard within their specific teams whilst

at the same time rarely getting a sense of the

organisation as a whole.

Fundraising within the office allows people to meet and to build

relationships across different functions, seniorities and, often,

offices. It can strengthen the shared identity of the organisation

and foster better team working. Fundamentally, it promotes

powerful cross-community bonding.

A great example of this is the Deloitte UK’s 2015 Global Challenge,

where 300 employees from different teams and levels took part in

one of four global challenge treks around the world, raising about

£1.5m for three charity partners.

In a vast multinational company, a unifying project like Deloitte’s

Global Challenge helps people to identify the ‘imagined

community’ to which they belong.

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Your employees are your best ambassadors

Fundraising helps your teams build positive relationships

beyond the company.

Your employees can help spread the word about the work you as

an organisation do in your community, particularly through the

medium of social media.

At JustGiving we did our own #nomakeupselfie which raised money for a good cause and brought colleagues from different teams together

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On JustGiving, each fundraiser that links to Facebook has an

average of 338 friends. As such, each time your employees share

their fundraising activities on Facebook a captive audience will

see your initiatives, encouraging their support.

Fundraising is also the easiest way for people to start a

relationship with charities. From fundraising, your employees have

the opportunity to build relationships with charities which really

begin to add value to their contribution and the charity’s work,

through such things as volunteering, pro-bono work and beyond.

£

£

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Link your mission to high-impact same-sector causes

You can really improve how your people perceive the value

of the work they do everyday by using your fundraising

power to make a positive change in similar sectors.

Through fundraising your employees are making an impact on

causes by raising the vital funds that enable them to continue

their good work. Some companies have opted to fundraise for

specific projects. Thames Water, for example, is raising money for

WaterAid’s Malawi Appeal.

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Convinced? Here are our top tips to get your employees involved

Make it compelling

Get employees excited and motivated to fundraise.

Host a friendly competition between teams, for example,

if your office is quite competitive. Spread the news about

your new programme and use different media to make it

engaging especially using videos and images. Every office

will have its ‘charity enthusiast’; identify them and get them

to tell their success stories to get the message across.

Involve key members of your company

Ask influential individuals and those in authority to spread

the word:

• Senior management: it shows your colleagues that

fundraising is a priority within your company’s strategy

• Charity champions: having a peer shows how important

fundraising is locally.

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Show your impact

Explain to your colleagues what impact their fundraising

would be. For example, if your company has a target of

£50,000, what would that mean for your charity partner?

This would give your employees something to work towards.

Equally, as a CSR track-record is developed, make sure that

the impact of past successes is communicated clearly.

As seen above, engaging employees in fundraising has

tangible benefits for companies and charities alike. Most

importantly, it serves as a first step for employees to get

involved in the third sector. Often fundraising can be seen as

the initial rung in the ‘CSR ladder’: individuals often fundraise

first before they move on to greater levels of community

involvement. Therefore, not only do fundraising initiatives

boost employee morale, but they also empower individuals

to support causes and their local community, regardless of

their experience.

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CSR for Employee Engagement Sustainability

Author: Hermione Taylor, Do Nation

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Sustainability Programs and workforce engagement

Until recently climate scepticism was the main challenge

facing the environmental movement.

Thankfully, nowadays there is little dispute over the need to

change. The obstacle we face now is knowing how to change. The

complex, global, and serious nature of the problem leaves many

people paralysed, unsure where to begin.

Together our individual actions really do add up to make

a big difference; experiencing this first hand can be

hugely empowering.

The simplest place to start is with our own actions:

Cycling to work

Taking shorter showers

Using video conferencing

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These facts offer a fantastic opportunity to employers

Our workplace is the biggest, tightest community we

belong to, supported by a clear structure and regular

communications channels. It offers the key ingredients

needed for us to really experience the power of collective

action. By capitalizing on this we can support our employees

to create change together through personal actions.

Your business can benefit three-fold. You can tap into significant

environmental impacts, improve employee health and wellbeing,

and improve how your people feel about their workplace.

42 per cent of the UK’s carbon emissions are a result of individual

actions

42%

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Leading from the front

Use the organisational power of your company

to catalyse powerful group actions.

This demonstrates commitment to your corporate values in

a tangible, everyday way and raises the profile of CSR as an

important, real and working element of the company’s culture.

By making sustainability personal, people relate to it. Conversations start, attitudes change, and sustainability begins to influence employee decision making. The ripples started by this process can soon turn into waves.

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Case Study:Innocent in action

In the build up to the COP21 climate talks, Innocent

Drinks used Do Nation to ask their staff to make

personal carbon-saving pledges.

Encouraging their European offices to see which could make the

most pledges, almost two-thirds of their employees took part,

committing to try things like boiling less water in their kettle,

eating less meat, and taking the stairs, for two months.

Do Nation’s campaign achieved truly worthwhile carbon savings.

It also widely increased employees’ awareness and ownership of

their own company’s sustainability strategy and, critically, of the

company’s Sustainability Team: the wider employee base suddenly

knew who they all were, what they did, and why it mattered.

Read the full case study

bananas worth of carbon saved annually

1,204,491,

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Improved wellbeingPro-environmental behaviours also tend to

benefit health and wellbeing.

Taking the stairs instead of the lift is a classic example

of a simple way we can fit exercise into our everyday lives

whilst saving energy; likewise cycling to work instead of driving.

Of

10,000 people recording pledges through Do Nation

69%reported improved well-being, and

5,000reported it improved health and fitness

The business case is obvious in terms of reduced absenteeism, yet

simply in terms of quality of life – who wouldn’t want a happier,

healthier workplace?

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Better bottom lineTypically, behavioural change programmes can cut 10

percent off a business’s energy bills, whilst also reducing

costs associated with environmental taxes.

Perhaps the biggest business benefit is less tangible, this being

in employee attraction, motivation, and retention.

A further seven in ten employees wanted actively to help their

company meet its CSR commitments.

About eight out of ten millennials consider a company’s

social and environmental commitments when deciding

where to work.

8/10

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Top tips for a sustainability program that will engage your colleagues

Keep it simple

Give your employees ideas of simple, everyday actions they

can take right now. Things like adjusting their laptop’s power

settings, unsubscribing from junk mail, or boiling less water

in the kettle. Support each with clear, practical advice.

And don’t use the ‘s’ word - ‘sustainability’ is jargon, useful

for professionals but unhelpful when it comes to applying it

to your everyday habits.

Focus vs choice

Strike a balance between having a clear focus and being too

prescriptive. It’s important that you give your employees

choice, but don’t overwhelm them with too many options,

which promotes indecision.

Do Nation encourages clients to select five high-priority Do

Actions particularly relevant to their organisation, then 10-20

others to provide choice.

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Team competition

Team competition is always a winner. It allows delegation

of responsibility to team leaders, who are then personally

motivated to engage their colleagues, thus reaching spheres

of influence further than you yourself could manage.

Follow up

Dull perhaps yet vital, post-event follow-up helps you

understand the impact and reinforces the commitments in

employee’s minds, helping to ensure there is lasting impact.

Platforms such as Do Nation will take care of follow-up for

you; in fact, it’s one of the things they’ve put most love,

sweat and tears into.

Collective impact - beyond your walls

Finally, show your employees – individually and collectively

– what their actions mean. Measure and demonstrate the

impact clearly, focusing on the part they played in their

organisation’s achievements and then, say, at an industry-

wide or regional level.

Demonstrate achievements in terms of carbon, water, or

waste savings – but remember that plain numbers don’t

tell a good story. Do Nation recently developed a carbon

visualiser to help bring data to life, making it more engaging

and meaningful to your people.

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JustGiving, Do Nation and Benefacto all work with companies to

help them get the best out of their CSR programs. Please don’t

hesitate to get in touch if you’d like to explore how to develop

your community investment and build a culture of social value at

your company.

For Sustainability ideas please contact Hermione at

[email protected] or 07793 155 044

For Fundraising please contact Isabel at [email protected]

or 0207 067 0959

For Volunteering advice please contact Ben Darlington at

[email protected] or 07872 522 560.