Corporate Social Good Reaches Beyond Employer Brand

This article is part of a series on the strategic impact corporate social good and social responsibility has on employers. 

What is Corporate Social Good?

Corporate social good helps unify entire organizations big and small around a cause, charity or program that aligns with the company’s larger mission and organizational goals. This is not unlike an employer brand which seeks to unify candidate marketing messaging around a campaign, slogan or organized tagline designed to elicit a positive and “good feeling” in your target candidate. I’m not saying that corporate social good programs are the same as employment branding. That’s not the case. Usually, your corporate social good program is a story you tell your customers, investors, community and certainly candidates.

Social Good Programs Are Critical to Employment Branding

As with any warm fuzzy feeling, social good is often extremely hard to quantify and define. That’s not unlike marketing and employment branding. It’s sometimes hard to align the impact that a marketing campaign has in terms of driving candidates to applications or the impact it has on employer review sites. It’s near impossible to tie employee engagement scores directly to any type of company  even the unusual ones like “ leave.” It’s hard to tie any program, marketing campaign or activity directly to recruiting efforts because most companies don’t track candidate source or assign a quality score to individual candidates. As recruiters and marketers, we are focused on measuring the social impact of our branding and recruitment marketing campaigns, but can only rely on an increase or decrease in candidates, social impressions, mentions and followers to measure and quantify engagement. But senior leaders want more data, metrics and evidence to connect the dots.

64% of candidates who rate their candidate exp positively say they'll continue their relationships these employers 
 
The most recent Candidate Experience Report finds that 64% of candidates who rate their candidate experience positively say they’ll continue their relationships with these employers. Theses candidates, even when not hired, said they will apply for other jobs in the future, purchase from and refer others to their company.
While we can’t all be like Salesforce, our social good and responsibility footprints can make a difference. But at the same time, we need to focus on aligning with corporate efforts in order to measure the real impact on the employer brand. We need effective ways to measure donations, volunteer hours and employee involvement, which means that companies will need to invest in the technology and tools that will make this possible.
This article is part of a series on the strategic impact corporate social good and social responsibility has on employers.  

 REFERENCE

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Meighan,M. (2000) Induction Training: Effective Steps for Investing in People. (1st ed) [Online]Kogan Page. Available at: https://www.amazon.co.uk/Induction-Training-Effective-Investing.../0749433035 (Accessed on 11 May 2018)