Company Values, Culture and CSR: A Holistic Employer Branding Plan Towards Attracting Talent

Building and maintaining reputation is something every company strives for. After all, employer branding earns the company a name in the industry and ensures more business as well. Together, this also helps get talented candidates on board, helping the company scale up on the success growth chart. Potential employees get attracted towards the company, and get inspired to work there not only because of the salary but because of the company’s way of running itself. Basically, the company’s culture, values and the goodwill it earns with corporate social responsibility.

With the right mix of these strategies and plans, people turn towards appreciating what is being said by the company and get attracted towards being a part of it.

Staying True To Company Culture

Corporate culture is known to influence the company’s culture because that is what keeps employees going. This culture is nothing but the way the company runs. Whether it has a hierarchy going or a flat culture, cabin spaces or community office layout, closed or open communication etc. all influences the kind of people that get attracted towards working with the company. Being truthful about the company culture to potential employees is of utmost importance to ensure that the culture as well as your business thrives. In order to attract the right people, the company must promote culture through employer branding exercises and also, by ensuring that the leadership team walks the talk - especially if the company plans a culture makeover.

Holding Company Values Dear

Value based recruitment is the new in-thing for most companies - or at least, it should be. Given that this system is quite niche and specific, it is beneficial for both employer and employee to judge each other on compatibility levels. But, the company needs to be clear about its values, morals, ideas throughout the hiring process with the help of employer branding. This will ensure that they connect with the correct people. For example, mentioning values while posting jobs or publishing any PR write-up is a must. Many companies ensure that the HR team leverages value-based techniques during the interview process or through work sample tests pre-employment.

Promoting CSR For Recruitment

Putting corporate social responsibility plans ahead of others can help attract employees who are in line with the company’s values. These employees may feel strongly about a certain cause and seeing that the company is too, can get them a step closer to the company. Or, they may in general be environmentally conscious and just knowing that the company too cares about the planet can be enough reason to apply for a job. Such employees are emotionally invested in the company and the work they do. At the same time, companies should conduct surveys to understand what matters to the current employees and plan CSR initiatives accordingly. This will make employees realise that just like them, companies are also prioritising their opinions. Also, this keeps the overall work environment positive.

Great Talent, Greater Business

When a company hires people with a holistic employer branding plan in mind, what it is essentially doing is handing work over to the right people with right skills and right emotional investment. This ensures constant motivation, and engaged employees at the workplace. Given that employees feel like they belong, they’re more productive than ever to work towards better business - something that every is always in a want of.

Corporate Social Responsibility Enhances Employer Branding

Without a doubt we can all agree that the pandemic hit the migrant community the worst! And as this section of society cried out for help, it was heart-warming to see companies and people voluntarily come to their rescue. Although many professionals did lose their jobs, some of them went the extra mile during this period to help those who were worst affected. Even in such financial turmoil, it was one’s natural instincts to help. Why? Simply because it gives one the feeling of being part of something for the greater good! And for those companies that doubled their corporate social responsibility efforts, it doubly enhanced their employer branding!

One of the biggest lessons the pandemic has taught us as individuals is to be grateful for what one has. Despite companies cutting costs in order to sustain business, majority did and have set up independent CSR programs. Simultaneously, the Ministry of Corporate Affairs clarified that any CSR contribution towards COVID-19 would be deemed as an eligible CSR activity. This further motivated corporate India to give back to society that provides them with the much-needed resources.

COVID-19 Tested CSR Efforts

For many companies, the challenges COVID-19 brought on was unaccounted for. Right from making virtual working the new normal to arranging additional technical resources in this regard, the first objective of the company was to provide for its employees. But as the pandemic raged on, the fortunate began worrying for those who didn’t have the basic resources to survive. Sensing the workforce distress about this cause and acting on civil duty, many companies stepped up. Companies that didn’t have a structured CSR program in place tied up with local NGOs. And for companies that had to fulfill existing CSR obligation and wanted to contribute towards relief work, the announcement by the MCA came as a win-win situation.

The PM-CARES Fund witnessed an overwhelming response from large companies, government officials and other fellow citizens and professionals. This act of kindness drew the entire country closer as it created sense of belonging and oneness.

The Key To Employer Branding

Corporate social responsibility is counted as a company’s ethics and moral code of conduct. For many employees and candidates, it showcases the human side of a brand. Times are changing and CSR is beginning to play a major role in hiring and retaining processes. 70% of millennials will work for organizations only if CSR programs are being undertaken. A surprising 32% of employees would resign if their companies gave too little to charities. These figures highlight the importance of community work in one’s life and hence, companies need to take note!

Giving back to society generates positivity among employees which boosts work culture – a prerequisite for talent retention and attraction. When integrating economic, social and environmental solutions to those in need, employees feel empowered. Companies that fulfill CSR activities successfully have proven to have an enhanced relationship with their workforce. Employee engagement, morale, productivity and happiness scales up tremendously. A strong CSR program offers an advantage over other companies as it extends loyalties to employees, customers, partners and stakeholders. This in turn amplifies employer branding!

Enriching Employee Happiness

If companies strategically align their core values to their corporate social responsibility practices, employees can imbibe these beliefs in their daily lives. Mentioning CSR programs on the company website can position the brand as one who cares for societal needs. Volunteerism and philanthropy is known to improve an individual’s sense of pride in the work they do and feel happy. These programs serve as a skill developing platform for employees who wish to improve their skillset. Innovation, problem solving, collaboration and communication are some areas employees unlearn and relearn to bolster their talents. This holistic environment of giving, learning and feeling fulfilled is the perfect work culture that should be attained!

During unprecedented times and economic turmoil, one does not expect their companies to make grand corporate social responsibility gestures. Instead, humble and creative steps to provide immediate assistance is what will define a company’s legacy. After all, isn’t this a legacy all businesses strive to achieve?