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Talent Management Perspectives

Published October 2007

Attract, Retain Young Talent with Volunteer Programs

 

  Kellye Whitney

Corporate social responsibility (CSR) is not a new idea, but it has taken on a trend-like glow for hip, socially minded HR departments looking to attract young talent.

CSR, or an organization's efforts to take responsibility for the impact of its business on customers, employees, the community and the environment, often includes some type of volunteerism as one method to actively engage people in the values of the organization. This may have serious implications for companies competing in the current ubercompetitive talent pool.

According to Deloitte's 2007 Volunteer IMPACT Survey, 62 percent of workers aged 18-26 prefer to work for a company that provides opportunities for them to apply their skills to benefit nonprofit organizations. Unfortunately, that same research noted a significant gap between what these coveted young employees want and what most companies actually offer. Only 39 percent of respondents said their current company provides opportunities for them to engage in activities that benefit nonprofit organizations.

"Those (companies) that do really have an interesting perspective on social responsibility," said Karlin Sloan, founder and CEO of Karlin Sloan & Company, and author of Smarter, Faster, Better Strategies for Effective, Enduring and Fulfilled Leadership. "Companies like Target, Dell or ABN AMRO all have very robust volunteer programs, and that's only part of their whole ethic toward service to the community."

Sloan said that Generation Y, or the Millennials, are looking for work that has meaning so they can contribute to something that's greater than themselves. Volunteerism also provides the added benefit of enabling these young workers to identify with their peer group. Essentially, they can pick up where they leave off on Facebook, MySpace or instant messaging online, and enjoy a different kind of in-person peer connection.

"One young company we consulted with did a Habitat for Humanity project," Sloan said. "This is a really simple, team-building event that has multiple benefits. It's a one-day project where you can get a peer group together and volunteer to build a house. It's a networking opportunity for the people involved — they get to know each other and participate on a team together. It's a leadership opportunity for some of the coordinators of the process, and it's also a community service opportunity that's good for the corporation because it benefits the people that they serve, and it positively impacts community or public relations."

There are lots of organizations in the news that have hopped on the "green" wagon and blow smoke about why they're doing good things for the community. However, few companies get beyond words. Those that do find that service and sustainability are quite good for the bottom line.

"We've seen that companies that really talk about service and sustainability are the ones that have the highest engagement scores from their employees," Sloan said. "They have people who are really excited about participating in what the company is doing for the world. Companies like CLIF BAR and Patagonia are on the far end of really talking about living their values as an organization. You'll find that the people who work there are zealous about how wonderful those experiences are. They really feel like they're all on a mission."