Corporate philanthropy can boost a company’s credibility with consumers, but if the company isn’t working to create social impact within their own framework, donations can seem hollow and hypocritical. Unfortunately, many corporate leaders have a narrow view of what drives employee satisfaction, emphasizing the importance of a living wage or competitive wages over the general wellbeing of their employees.
Similarly, some corporate leaders mistakenly believe that employee values and interests align perfectly with those of the corporation, inevitably leaving their workforce in the dust while focusing their efforts on external stakeholders.
While investing in charitable causes can help you to boost company image, investing in internal social responsibilities can help boost workplace productivity, increase company earnings, and even make an environmental and social impact. Company leaders must take on a holistic approach to corporate wellness and create programs to help promote employee health, happiness, and achievement.
If you feel your organization could benefit from putting more emphasis on internal social responsibilities, your first step will be to actually consult those that exist internally. Your staff is going to be the most important source of advice, feedback, and insight throughout the process of building an internal CSR program, since they will be the ones most directly and immediately impacted by the changes you eventually make.
If you have never had any initiatives to bring employees into a conversation surrounding their own working environment and support from the corporate level, you likely discover issues or barriers within the framework of your organization that inhibit employee growth and success. Be sure to include employees from every level of the company to ensure you have well-rounded responses and a diverse set of opinions.
It is not uncommon for there to be issues at lower levels that go unnoticed by management or executives for years. Many employees become accustomed to picking up slack where corporate policies and pre-set procedures fail to create efficiency, and will rarely mention issues to people further up the management chain for fear of being seen as a troublemaker or an insubordinate employee. Because of this, it is vital to make a clear and welcoming space for your staff to speak their mind, and to share insights that they are uniquely qualified to provide.
Assess Corporate Values
As mentioned, there are many businesses that focus heavily on representing their corporate values through external social and environmental investment, but neglect to assess how they can enforce those same values internally. Take some time to reflect on the values your company is built on, the organizations you support, and whether you extend the same concern for your employees as you do for communities that affect your external stakeholders.
If, for example, you have donated to organizations working to provide better healthcare and health facilities to the community in which your business is located, you should consider how you have handled employee health benefits and access. How have you helped to promote the health and wellness of your staff? Have you invested in offering high-quality insurance policies? Do you offer healthy food and drink options? Do you have strict sick-leave policies, or do you encourage employees to take time to rest and recover from sickness, fatigue, and injury?
Knowing how well your projected values align with your internal practices can be a good jumping-off point for choosing which areas to focus on first
Set Realistic Goals
When first examining how your company could improve its internal social responsibilities, it can be tempting to try to tackle every problem at once. While it is good to be open to making improvements in as many areas as possible, it is also important to set realistic goals and deadlines for implementing new programs. Choose two or three I-CSR initiatives to spearhead each year, and allow for flexibility where timelines are concerned.
Try to avoid being too specific when you begin to choose which internal social responsibility initiatives you will support, and aim instead to choose larger initiatives with more potential for diverse participation and policies. For instance, an initiative to improve staff involvement with corporate philanthropy could include offering employees incentives to volunteer with specific organizations or allowing them to take part in choosing future organizations to support.
Accept Feedback & Measure Results
As you roll out new initiatives, it is important to continually monitor their progress and impact by both assessing the performance of the company and by seeking out feedback from your staff. If you are truly making change at every level and working to support initiatives that improve the working lives of all employees, you must be open to both criticism and approval and allow for staff to freely express how they would improve or alter current initiatives.
Once you have begun taking on more internal social responsibility, it is important to not allow your company to fall back on old habits. It is easy to say ‘good enough’ and call it quits after a few basic changes to your company, but those organizations that create success from the inside out are those that invest in the interests of their employees. As you and your team learn and grow, there will always be new ways to explore internal social responsibility and to realign corporate values and culture to fit more closely with the knowledge you have built, so be prepared to welcome constant evolution.
Learn more about corporate responsibility on our blog when you visit Blackbird Philanthropy Advisors online.