"Employee loyalty will drive your customer loyalty, which will drive your brand recognition," said Dianne M. Durkin, president and founder of the Loyalty Factor, who has spoken at Society for Human Resource Management conferences.
A workplace volunteer program is one way to earn that employee loyalty.
In addition, it can be a recruitment factor, especially for Generation Y, said Durkin
She is an adjunct professor in the School of Management at the University of Massachusetts Lowell, the MBA program at Plymouth State University and Daniel Webster College.
"Gen Y is only looking for organizations they feel are working for the betterment of the world," she
said of those born in the mid-1980s who are entering the workforce.
"They want to make money, they also want to do a good job, and they also want a balance in life and feel like they're contributing to society."
pointed to a spring 2010 undergraduate class at Lowell on the leadership process in which each of her
students gave a 45-minute presentation on a company of their choice.
One student studied Starbucks
, another Target
, a third Dunkin' Donuts and another Coca-Cola
"They measured the quality of the leadership practices of that company based upon what [the company] contributed or what [it] did in the philanthropic area," including charitable donations and giving employees time to volunteer, she
surprise, four Generation Y students spent a majority of their presentations on their subject's philanthropic efforts.
"If I had done this eight years ago they would not have spent this much time on the philanthropy [aspect]," focusing instead on profits and shareholder value, Durkin
Pride in one's employer reaps benefits in attracting and retaining employees, she
says implementing a workplace volunteer program is a great way for HR to build its credibility and be viewed as proactive within the organization.