Recent years have illustrated an impressive shift in corporations’ primary focus from “me” to “we”. Today’s most successful corporations know they must perform as social entities, with responsibilities not only to their shareholders, but to employees, consumers and the communities in which they operate.
As the benefits of Corporate Social Responsibility become strikingly evident, adding CSR elements to incentive programs has become integral to a program’s success. Successful Meetings Magazine identifies socially responsible meetings as one of the top 10 trends of 2012. A strong CSR program can play a positive role in engagement by improving employee and customer morale, recruitment and retention, and earning a positive reputation within the community. As corporate incentive programs make a comeback as important tools for business success, the challenge is to design reward programs that not only provide a superior experience, but also fulfill employees’ desire to give back to society.
Companies participating in corporate incentive travel programs now place greater focus on selecting destinations where they can measurably contribute to the local community. Rather than solely focusing their budgets on lavish entertainment and over-the-top gifts, more and more progressive companies are choosing to make donations to local non-profit groups, or purchase gifts from local sources to support the community. The positive emotional reaction from participants is tremendous, filling them with a sense of pride and fulfillment.
When deciding whether or not to implement CSR into your next corporate incentive program, it’s important to note that 93 percent of Americans think about corporate citizenship when making purchase decisions (Successful Meetings, 2012). In addition to increasing consumer relationships, there is also a strong link between CSR and employee loyalty and recruitment. A recent Forbes report confirms that the newest generation of Millennial job seekers seek a higher value on social obligation, with 88 percent of new job seekers choosing employers based on strong CSR value (Forbes, 2012).
Become a part of the “we” movement. Develop a strategic CSR strategy for your company and for your corporate incentive programs to yield a rewarding experience for both program participants and the local community. For more information on how to integrate CSR into your next incentive program, feel free to contact JNR at firstname.lastname@example.org
Marketing & Communications Manager, JNR Incorporated