You’ve found a strong candidate. The interview is going well. You’ve told them about your company’s impressive benefits package, highlighted the opportunities for growth and development within the position, and shared some of the things your company does to support work-life balance. As you go through your mental checklist of all the factors that could positively influence the candidate’s decision to join your team, you feel like you’ve checked all the boxes. But has your pitch included some evidence that your company is committed to improving the lives of people and the health of our planet? If not, there’s a 50% chance that great candidate is going to walk out the door at the end of the interview and never look back.
According to research, your company’s commitment to corporate responsibility has a direct tie to attracting and retaining talent that may be even stronger than you realize:
- 58% of candidates surveyed said they consider a company’s social and environmental commitments when deciding where to work.
- 55% said they would choose to work for a socially responsible company, even if the salary was less.
- 51% said they will not work for a company that doesn’t have strong social or environmental commitments.
Highlighting corporate social responsibility is even more critical if you’re trying to convince a candidate that is between the ages of 27 and 35 to join your team.
- 67% of this mature Millennial segment surveyed in the study said they would not work for a company that did not have strong corporate responsibility commitments.
- 76% of mature Millennials said they would choose to work for a socially responsible company, even if the salary would be less than at other companies.
Convincing candidates that your company is committed to making the world a better place isn’t as simple as pointing out your recycling bins and sharing some impressive figures from your charitable donation programs. Today’s candidates are wary of corporate greenwashing, so be prepared to share some hard data to prove that your company walks the walk when it comes to its social and environmental efforts.
One way that for-profit companies can prove without a doubt that they follow rigorous standards related to their social and environmental performance, accountability, and transparency is to acquire B Corp certification. While the certification process will involve time and effort, it will set your company apart as an organization that is not only competing to be the best IN the world, but also to be the best FOR the world. Joining the roster of over 2,400 other Certified B Corps including recognizable names like Patagonia, Ben & Jerry’s, and Etsy won’t hurt your recruitment efforts either! You can learn more about the additional practical business benefits that Ian Martin has experienced as a result of our own B Corp certification here.
Since research suggests that 78% of employees want to be an active participant in helping their company improve its responsible business practices, the corporate responsibility case you present to the candidate shouldn’t focus solely on big-picture initiatives and results. Share examples of the processes and programs you have in place that allow employees to get personally involved in your company’s charitable and environmental efforts. Today, the priority that employees place on opportunities to personally support causes or issues they care about is on par with benefits like wellness programs and tuition reimbursement. If you have a community volunteering or pro bono program, share data to give candidates a better sense of how many employees currently participate. Encourage current employees to share their volunteer experiences on your company’s social media channels. This will allow candidates to see real-life examples of your commitment to your community when they are conducting pre- and post-interview research.
In today’s raging war for technical talent, employers should leave no stone unturned when it comes to convincing candidates why their company is a great place to work. Our Insider’s Guide to Technical Recruitment has some helpful tips to assist you in assessing your company like a prospective employee. If you would like to get additional insight into the types of questions that candidates may have about your company’s corporate social responsibility efforts, connect with one of our Ian Martin Hiring Consultants.