Why businesses should give back to their local community:
• Increases brand awareness – If you’re looking to get your name out there, there’s no better way to do this than by engaging with the community and establishing a presence. Don’t underestimate the power of word-of-mouth. If people recognise your name, they’re far more likely to turn to you whenever they’re in need of the type of product/service you offer.
• Establishes a positive reputation – Community engagement has also been shown to improve a business’s reputation and boost customer loyalty. Customers respond more favourably and are far more likely to buy from businesses that they have seen make an impact in their community. After all, how a business treats the community says a lot about how it treats its customers.
• Affects talent attraction, engagement, and retention – A 2016 study by Cone Communications reported that 64% of Millennials took a company’s social and environmental commitments into account when looking for a job. A further 88% said they found their job more fulfilling when employers provided them with opportunities to make a positive impact. A potential candidate is more likely to accept a job at a company that has strong social values over one that doesn’t. They’re also going to feel more valued, engaged and motivated in company that puts community first.
• Improves relationships between employees – In a time where working from home has become the norm, it’s important to create opportunities that strengthen interpersonal relationships between your staff. Community engagement helps create bonds and improve morale. It’s an easy and effective way to bring people together to work towards a joint cause.
• Forges connections with other local businesses – Working with other local businesses is a great way to strengthen community ties and boost growth. Many businesses in your community, who aren’t competitors, will be happy to recommend your company if a customer is looking for a product or service. This cultivates trust in your business and gives your brand extra credibility.
How businesses can support their local community:
1. Buying from local suppliers
Sourcing locally is not just good for the environment, but great for your community as well. Buying from local businesses feeds back into the community and helps the local economy grow. It also supports the local job market since better business means more employment opportunities. Businesses that perform well are able to donate, volunteer, offer work experience, etc. So, boosting other local businesses puts them in a better position to give back to the community too.
2. Corporate volunteering
Offering employees paid time off to volunteer is an amazing way to give back to the community. They can either volunteer at a charity of their choice, or you can choose a volunteering programme for all staff to join. When selecting a volunteering programme, try to think about what type of volunteering (field-based, skills-based or virtual) would suit your workforce best. You want staff to feel like they have a purpose outside of their work and that their contributions are making a difference.
3. Donating to local non-profits
While it’s great to donate on a national – or even global – scale, there are plenty of non-profits close to home that could do with the support. Conduct some research and find out which local charities, schools, or community groups would benefit from your donations. You can also ask your employees which local causes they would like to support. Aligning your charity giving with the interests of your staff not only makes them feel like their voice is being heard, but it also gives them a chance to engage with something they really care about.
4. Offering internships/mentorship opportunities
People looking to get into the industry can always benefit from hands-on experience. Your employees will likely be willing to share the skills and knowledge they have built up over the years, so why not set up an internship or mentorship programme to give them a chance to do this? Get in touch will local colleges or universities and you might be able to form direct links between your business and those studying in the same field. And, if the internship goes well, you’ll have a potential full-time employee that already knows the ins and outs of your company. It’s a win-win situation.
5. Hosting skills workshops
If your company perhaps doesn’t have the capacity to take on an intern, there are other ways you can share your skills with the community. In-person workshops offer people the chance to build up their skillset and engage with others who have similar interests. Prefer to do this online? A virtual session is equally as valuable. Consider organising monthly events where you can use your expertise to help others develop their skills and apply them to their own career.
Ready to make a formal commitment to your local community? Becoming a B Corp is the way to go. Learn more about the certification by checking out the website here: https://businessonpurpose.uk/bcorp
And, if you want to start your B Corp journey but would welcome some support, send an email to: andy@businessonpurpose.uk
Thanks to Mike Erskine (Unsplash) for the photo
