How social responsibility pays off in recruitment
It has long since ceased to be enough to compete for potential applicants in the hotly contested market for skilled workers as companies with exciting tasks and high salaries. Today, it is much more important to position yourself convincingly as a good employer. And good to take quite literally here: Because with their growing awareness of social justice, sustainability and ethical correctness, the new generation of employees expects this attitude in their workplace as well. ManaJump has summarized for you why corporate responsibility, corporate responsibility for people and the environment, is also becoming increasingly important in recruitment – and what measures you can take to convince attractive candidates.
The new employees: socially responsible, ecologically conscious
Anyone who says that the Millennials are only interested in themselves in the selfie hype is mistaken. Because the new boys look very closely at the world – and also at the role they themselves play in it and how they can influence it positively. Megatrends in society such as globalisation, migration or the questioning of classical gender roles, together with constantly available information, have long since led to a critical reflection on social justice and fair opportunities for participation. In addition, the new generations are already witnessing the real impact their parents’ major ecological sins have on the environment and planets and are therefore now ready to put the brakes on. And social responsibility and ecological awareness play an essential lifestyle role for committed people, not only in their leisure time. Rather, in the course of the much-quoted work-life balance, an attitude of the working environment that is justifiable with one’s own values is demanded today. Companies that offer them have a clear advantage as an employer of choice.
Studies: The figures speak clearly for corporate responsibility
Numerous studies show how important corporate responsibility, often abbreviated as CRS, has become in a company’s choice of employer. For example, the Berlin opinion pollster Trendence, who publishes the German Graduate Barometer once a year: In response to the question of “strong influence on the application decision”, one third of those questioned now mention corporate responsibility and a company’s social commitment. More than half of the almost 1,000 annual study participants also agree with the statement “ethical and moral” reasons play an important role in my employer selection”.
Aimed: Employees inform themselves in advance about the company’s commitment
What is so important is, of course, also well verified. For most applicants, for example, it is now a matter to check a potential employer for his or her corporate responsibility in addition to other benefits. And not only on the company website or through accessible company reports: on the well-known employer evaluation platform www.kununu.com, CSR measures by companies are increasingly mentioned in user comments. Especially if they are promised but not kept, this leads to negative assessments. Decorating with the wrong feathers is of little use to companies. Digital natives in particular use all conceivable media channels to find and check information. In addition, portals such as www.csr-jobs.de are becoming increasingly important: there, users can find out at a glance which employers are involved and in which initiatives they are members, whether they promote diversity, pursue a family-conscious personnel policy or also offer employees the opportunity to actively participate in the commitment.
Making it possible: Corporate Volunteering & Co.
After all, it is not only from the employer that promising job candidates expect to do good – they themselves also often want to contribute to a better world with active commitment. You can make a variety of offers to your employees: One option is corporate volunteering, which enables employees to volunteer. Either a cooperating initiative or organization is chosen by the company or proposed by the team itself. The company then releases employees regularly to get involved and may also contribute to travel and accommodation costs.
Another practical option is to make your company’s services available free of charge for a good cause. For example, you can transport goods required for aid projects free of charge – and thus enable your team to use its own skills to realize itself beyond the job with social commitment. Such offers already score points in job advertisements under “Services” or “Benefits” and can quickly lead to more applications. And even if your positions are optimally filled – with lived corporate responsibility you can retain a good workforce in the long term. An investment that clearly pays off for recruiting and personnel management.