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Using CSR To Attract (and keep!) Millenial Workers

March 3, 2010


The unconventional is slowly becoming conventional.

According to an article by The Economic Times, more young entreprenuers are opting for less conventional career paths, looking to pursue social missions using for-profit business models. Many people agree that younger entreprenuers are a model for necessary change in how we do business. Not only making money, but helping others and creating better sustainability in the process (also known as social enterprises). These business ideals are becoming more and more mainstream with Generation Y and Millenial workers. It’s the ideal that business is no longer just about making money but making the world a better place in the process.

There are several other like-minded workers that have a passion for sustainability but without the ability to pursue their own private venture. What makes this sort of talent choose which organization they want to work for? For these folks, an organizations involvement in social responsibility will have a huge impact on how they ultimately choose (and more importantly remain with) an employer. How a company gives back, whether it be through volunteer time, money, or using fair trade products as corporate gifts, influences a person’s view and/or loyalty toward that organization.

How are you using social responsibility to maintain employee engagement and loyalty?

4 Comments leave one →
  1. Stacey Clarke permalink
    March 21, 2010 5:38 am

    This is a very good observation and one trend that is actually a positive change to our society. As a relatively recent college grad, I have found that many of my peers may start off with jobs that they take just to bring in a paycheck, but it is not long before they become very aware that what their career is not helping a greater good. We grew up in a generation that emphasized that one person can make a difference in the world. When your job’s purpose is to sell people things that they don’t need or shamelessly promote the latest gadget or trend (common entry level jobs), it’s hard to feel like you are making a contribution to the world (as you were told you could and should growing up). If we can take these same entry level jobs, but give them social responsibility (i.e. volunteer time, charity drives) then no matter what the job description, that Gen Y employee can go home at the end of the day feeling that they are making a difference. Thanks for a great post!

    • March 22, 2010 5:43 pm

      Thanks for your comment Stacey! The products sold by our different social enterprise partners all go toward helping someone in need. For instance, with our partner Bright Endeavors, a person isn’t just selling a candle, they’re selling a chance for someone else to better their life. Makes the job more rewarding and more purposeful.


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