Young professionals view a company’s culture and value system as extremely important.This could influence their decision to join or stay with a company. CX and call center outsourcing company, Alorica, has effectively leveraged CSR to acquire and retain top-tier professionals. Today, we share this success story, as told to us by Joyce Lee, chief culture officer at Alorica.
Experts recommend numerous ways to retain top talent. While some focus on improving employee engagement, others focus on benefits and compensation. In this article, we see an example of a company using corporate social responsibility (CSR) to retain employees.
The link between CSR and employee retention is well-documented. Researchers from Fu Jen Catholic University found that CSR efforts go a long way in fulfilling key employee needs related to “existence, relatedness, and growth (ERG).”
The study also found that CSR has a positive impact on employee satisfaction and their intent to stay on at a company.
Millennials and Generation Z employees pay particular attention to a company’s CSR footprint. A survey of 1,000+ U.K.-based professionals revealed that 86% of these segments would stay with a company for an extended period if the company reported on how it lowers its impact on the environment.
Given these trends, we decided to explore how CSR could aid retention and help employers stand out in a tight labor marketplace. In an exclusive with Joyce Lee, chief culture officer at Alorica, we discussed how the company has successfully leveraged CSR as a part of its retention strategy.
About Alorica and Its Approach to CSR for Retention
Alorica is a customer experience and call center outsourcing solutions provider with offices across the world.
The company has been regularly recognized for its workplace initiatives and business performance. In 2018, it was named BPO of the Year by the CCW Excellence Awards. It was also named the best company for women by Comparably in 2017.
Alorica recognizes the human impact of the outsourcing industry, including added stress and a poor quality of work-life balance. Research by Eastern Illinois University found that outsourcing could have a “negative impact on the perceived quality of work-life dimensions.” To address this, Alorica has introduced the concept of socially responsible outsourcing as part of its CSR efforts.
We asked Lee to elaborate on this concept and how it helps to attract talent.
“Socially Responsible Outsourcing (SRO) is about doing the outsourcing business in a way that betters our society. It’s about ensuring fair treatment of all employees, giving a hand up by providing jobs, creating opportunities for career progression, upholding ethical business practices, and building up communities,” Lee told us.
“SRO is important to Alorica for two reasons: first, it aligns with our CSR goals of making lives better in our communities, and second, it helps emphasize our do-good culture and reputation among our employees and job candidates, which is vital for recruiting and retention,” she said.
“Not only do we want to proudly promote that this is what Alorica is all about, but we also want like-minded people to join the family and help us make that difference,” she added.
The Intrinsic Link Between the Younger Generation, CSR, and Retention
Lee mentioned that at Alorica, CSR is a core component of their strategy. “As much as it’s our recruitment/marketing strategy, it’s also simply a by-product of our CSR mission. Alorica’s commitment to CSR is about doing the right thing and taking care of one another like family, which is an integral part of who we are as a company. We live up to these objectives by focusing on what we call our 3 P’s: Philanthropy, People, and Planet.”
Alorica employs over 100,000 workers in 14 countries, a significant portion of which comprises millennials and Gen Z. To attract the best talent in these demographics and retain them for the longest possible time, Alorica prioritizes CSR.
The company’s flagship CSR program is built on its philanthropy efforts. Interestingly, 36% of respondents in the U.K. survey we cited view charity partnerships as extremely important. Alorica partners with the global non-profit, Making Lives Better with Alorica (MLBA).
The non-profit operates through approximately 90 chapters around the globe, empowering Alorica employees to undertake CSR activities.
“Since inception [of Alorica’s CSR program] in 2015, our employees have raised over $5 million through the local chapters and have given out more than 9,000 grants. We’ve seen that our commitment to doing the right thing resonates with our employees and is one of the strongest recruiting tools we have,” commented Lee.
She continues, “Our agent population, a majority of which are millennials and Gen Z, are passionate about working for mission-focused companies with strong values where they feel like they can be a part of something bigger than themselves. And we’re proud to be one of those companies.”
Alorica’s Retention Levels Have Gained From Its CSR Footprint
We were interested in learning if Alorica’s experience with leveraging CSR for retention mirrors the research figures cited above. Lee told us that “Aloricans who actively participate in MLBA tend to stay with the company longer.”
Emphasizing further on the “human” impact of their CSR program, she said, “What I’ve found to be even more powerful than the stats, is the testimonials…those whose lives we’ve been able to touch through our CSR, many who are our very own employees and their families.”
And CSR at Alorica goes beyond the confines of its workplace, with employees actively working with the charity and making positive contributions. Lee calls this a “pay-it-forward mindset,” where employees who receive assistance contribute to the cycle of giving back.
“It’s the combination of empowerment and connection behind our CSR that encourages Aloricans around the world to choose us and stay with us,” Lee mentioned.
In Short, CSR Is a True Catalyst for Retention in 2020
Today, employees consider more than just compensation and job role before joining a company.
An international survey found that 77% of 5,000+ respondents carefully consider a company’s culture before applying. An active CSR program that is inherent to the company’s culture, its values, and mission statement, and is part of the business strategy, just like it is at Alorica, can not only attract but also retain quality talent at your organization.
And apart from CSR, Alorica adopts strategies like full-time work from home and classroom-to-career progression to attract the best possible talent.
In 2020, one of the key talent retention strategies companies can apply is proactively embracing CSR to drive retention and streamline recruitment. Over time, this will translate into a more “purpose-first” work culture where employees are motivated to bring their best self to work – as well as to the society around them – every day.
Written by Chiradeep BasuMallick, this article originally appeared in HR Technologist: http://bit.ly/2OuPLnA.