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89 % of French people would be ready to leave their current job if their company doesn’t share their environmental values. This phenomenon is called “conscious quitting”. It designates employees who are capable of quitting their job to work for a company that shares their environmental and social values.
Recognizing this growing trend, businesses are adopting sustainable solutions through robust corporate social responsibility (CSR) policies.
Significance of a CSR strategy for the employer's brand and the employee engagement
Attracting new Talents
A well-defined CSR policy attracts Talents. We’re starting to see the gen Z get on the work place and with the population getting older, they will soon represent the majority of working people. This generation is more conscious of environmental problems, who is also more curious, who engages more, who also has more expectations regarding the company. Indeed, 40% of recruiters say that candidates are more demanding than before in terms of work conditions. The company’s efforts on climate are very important from the candidate’s point of view. A Talent will take an interest in the culture, the values and promises of the company, salary isn’t their only priority anymore.
Retaining current employees
Having a robust CSR policy is equally important for existing employees. Employees are also involved in questions about climate change. They are searching for meaning in their work and their companies, a way to reconcile their jobs and their personal beliefs. Give social responsibility to the enterprise gives a goal to the employees because they feel involved.
The organization can, for example, organize an environmental mentorship program : it means associating an involved employee with another that wants to learn more about the subject. The company can also create a forum so that their employees can share their ideas and advices on ecology or give them a few hours to work for an association that fights against climate change.
Do labels make a difference?
Some organizations provide certifications or labels. It’s a testimony of the CSR policy guaranty delivered by an independent organism.
It is a real asset because a lot of candidates trust labels more than declarations of good faith. Between two equivalent jobs, the label can make all the difference for the candidate.
Obtaining a label usually takes several years, making it more beneficial for retaining Talent rather than attracting it. Certifications or labels become a collective source of pride for employees.
The impact of a long-term CSR strategy
A company that develops a CSR strategy will experience significant long-term changes that affect both employees and customers.
From the employees' perspective
Firstly, it allows the organization to become more competitive. By working on a CSR policy, the company enhances its brand image and can observe :
- Increased attractiveness of the company
- Multicultural development
- Greater employee engagement
- Decreased absenteeism and turnover rates
From the customer's perspective
A CSR strategy is also a guarantee of credibility and trust, not only for potential talents but also for customers.
The majority of customers are more willing to trust and support a brand that is sustainable and environmentally friendly. They are more likely to express their support on social media and in their purchasing choices.
Moreover, CSR has become a business argument. Many customers themselves have CSR commitments and objectives. Therefore, they prioritize partners who can help them achieve those goals.
Additionally, shareholders pay attention to the policies of the companies in which they invest. CSR has also become an indicator of sustainability.
Corporate responsability
Remember! If a company makes CSR commitments, it must fulfill them.
Failures to meet these commitments are quickly detected and can harm the brand image or cause employees to lose their sense of direction and trust in the organization.
An appropriately implemented sustainable development policy can be profitable in the long term if it is taken seriously and the company fulfills its commitments.
by Guillemette Paillet
