Why Having a Social Mission Launches Business
For many people, the desire to do something worthwhile dangles just like a paycheck. It can nag at an employee’s very core and tap into all motivation. As more and more employees verbalize the importance of social mission, companies are realizing the far-reaching benefits. Companies with a social mission often better attract and retain top talent. Having a social mission can launch employee morale, attract customers, and promote brand visibility. With a world in need, it is sage advice for businesses to get on board with a cause, but how?
TOMS Shoes founder Blake Mycoskie noticed that many children in Argentina did not own or wear shoes. When his company, TOMS Shoes, promised that a pair of shoes would be donated for each one bought, customers responded. Each purchase made a customer feel good and tell others the story behind the shoes. Besides this, Mycoskie says that employee morale is phenomenal within the company: “how could you be down when you know everything you do makes children happy?”
According to a Cone Communications CSR study (2017), a majority of Americans, 63%, hope that businesses will lead social and environmental change. And 87% say that they will purchase a product because a company advocated for an issue they cared about, according to this same study (www.conecomm.com).
Social Mission Attracts Candidates
Having a social mission outside of a for-profit mission is a huge draw in attracting top talent. “Socially responsible companies tend to attract employees who are eager to make a difference in the world—in addition to simply collecting a paycheck. With large companies, there is strength in numbers, where collective employee efforts can achieve substantial results, which increases workplace morale and boosts productivity (Murphy, Investopedia.com).
And there are many other upsides for businesses. Jayson DeMers, Founder and CEO of EmailAnalytics says that “A social mission will give you more opportunities to promote brand visibility, earn you a higher reputation among your customers and followers, and connect you with powerful partnerships already tied to the cause (entrepreneur.com).
Deciding on a Social Mission
What social cause ties into your brand? What causes are your own employees interested in? Is there some way to connect a story to the cause?
It’s a good idea for businesses to choose a cause which appeals to the widest possible audience and stay away from causes that are too political. Research partners who are already working in the field of interest to make sure funds are well-appropriated.
Once a mission is decided upon, how will the business be involved? Through donation only? Through direct employee involvement? If so, take a survey of your employees to gauge interest in forming a committee. Make sure those in leadership truly care about the cause of the mission in a genuine way.
Advertise this mission on your website, to your customers, to your employees, and to your potential hires. It is a win-win situation.
Supporting Employees’ Personal Missions
Another way to have a mission-driven company is through intentional support of employees’ own personal social missions. For example, Columbus, Ohio based CoverMyMeds offers employees an opportunity to apply for money to fill their “quests.” The program, named CoverMyQuest, gives employees the chance to apply for mini grants of $4000 each to fulfill something meaningful they have described in an application. For example, one 2019 winner is traveling back to China to the city of her own orphanage to track down possible biological relatives (covermymeds.com).
Get inspired by companies like Ben and Jerrys which supports Farm Aid, a family farm organization, and has also established the Ben and Jerry’s Foundation. Or, Coca-Cola which started the 5by20 initiative to empower women across the globe. Google is also now the largest corporate renewable energy purchaser on the planet.
Have a Psychologically Safe Work Place
Ensuring psychological safety pays off for employers. It is a key component of inclusion and equity efforts. Employees who feel psychologically safe also feel empowered to bring their unique ideas to the table.
As an executive recruiting firm, Artemis Consultants has seen a big rise in qualified candidates who express interest in working for a company with a social mission. This can be a major differentiator in a top candidate’s job decision. Please visit our website for more information on our services.
Like this article? Please comment or share.