When discussing the impact of corporate social responsibility, the chief beneficiaries of this ideology usually mentioned fall into three categories: businesses, consumers and the community.
Employees - let alone their job performance - are rarely ever added to this category.
Companies that have social responsibility initiatives genuinely impact the productivity levels of their workers in two significant ways:
Deep kinship with the customers
In most companies, employees are typically in direct contact with the customers, and as a result of this proximity, they are exposed to and get the brunt of consumer tension and disagreements.
For workers who are fully invested in and truly understand their organisation’s sustainability efforts, they can use this comprehensive knowledge to alleviate the customer’s grievances by underscoring the similarities that they have with both the consumer and the company.
By doing so, the worker shows empathy to the customers, solves their issue, and repositions the company in a favourable standing.
This chain of events moves the corporation’s financial needle and reflects on the worker’s effort, which in turn, makes them want to do more and replicate the positive cycle.
The shared value and a sense of purpose that an employee has for such a company make the worker less likely to leave the organisation.
This behaviour occurs because they see and buy into the greater human good the company is trying to accomplish, which creates a sense of loyalty, and, in the end, makes them self-motivated do more work to make the business succeed and move their CSR mission forward.
I hope these points have convinced you to double down and re-invest in your corporate social responsibility efforts; this is one investment that should have you smiling to the bank and back.
Think about it!
Written by Pip Spibey-Dodd @ Locomote