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20 Feb 2020
by Kathryn Kendall

Ways to link social wellbeing with broader company CSR objectives

There’s nothing like some corporate jargon to disengage your employees. Announce to your organisation that you’re about to unveil your new Corporate Social Responsibility (CSR) strategy and I’m guessing you might achieve a lukewarm response (at best). Which is ironic, because if we can get past the jargon and the buzzwords, it’s an organisation’s approach to CSR which can, quite literally, transform lives.

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There are, of course, the clear benefits to the wider community, the positive publicity for your business, and then there is the social wellbeing of your employees.

It can be a lonely world out there

I recently read the best-selling novel, Eleanor Oliphant Is Completely Fine by Gail Honeyman. As well as a great read, the book opened my eyes to the impact loneliness can have on those experiencing it. Experts have stated that loneliness can be as harmful to health as smoking 15 cigarettes a day. And, whilst employers are not expected to provide the complete solution to that loneliness, the part they have to play cannot be denied.

The Co-op and the British Red Cross’s study Trapped in a bubble (2016) estimates that more than nine million adults in the UK are always or often lonely, highlighting that the social wellbeing of our employees needs to move up our strategic agenda.

Let’s talk about social wellbeing

There are various ways in which we can seek to increase employees’ social wellbeing, and those centred around CSR are arguably some of the most powerful. From my own experience, I’ve seen how setting up a group to focus on delivering CSR initiatives can result in volunteers coming forwards from a really diverse cross-section of the business. While lots of organisations may have social groups or committees in place, these have a tendency to target activities which appeal to particular demographics or existing social circles, rather than encouraging cross-functional interaction.

CSR activities tend to have a broad appeal and, with a clear structure in place, are usually more accessible to those to whom the typical social activities arranged by an organisation do not appeal.

Doing good, feels good

Social wellbeing sits side-by-side with mental wellbeing, and there is an undoubted wellbeing boost that comes simply through the act of ‘doing good’. We know that a core component of the employee experience is for employees to feel that the work they are doing contributes to the greater good of society. For those working in front line service roles or in the third sector, this may be immediately apparent; where this is not the case, providing employees with an active opportunity to participate in the delivery of CSR initiatives is often a prime opportunity for them to experience this.


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The hidden opportunity of CSR

CSR initiatives can also go a long way to increase employee understanding and empathy; not simply of external issues, but also when it comes to their relationships with their own colleagues.

Rather than thinking of CSR as one huge bucket, it is helpful to split it up into separate areas of activity and interest. Targeting, for example, charity or community support initiatives to a particular fundraising theme, can encourage those with an interest or involvement in such an area to come forward and either share their own experiences or increase their personal understanding.

At Benefex, for example, we focus each quarter of our Giving Back calendar on a particular area needing support, with the most recent quarter being dedicated to raising awareness and money for mental health causes. Through this, we saw a wide range of employees step forward to support, and subsequently build relationships and their own internal support network.

Not everyone is necessarily comfortable talking about their own experiences when it comes to some of the CSR initiatives that might be introduced. Yet, when it comes to social wellbeing, one of the most powerful elements of CSR is that this isn’t a prerequisite to entry. Relationships can just as easily be built by participating in a sponsored skydive, or running a sports day for disabled youngsters (both also recent Benefex CSR initiatives) as they can by sharing personal thoughts and feelings. There is no one-size-fits-all approach when it comes to CSR, which is why it is able to deliver such value.

Final thoughts

Ultimately, when we lose the jargon, CSR is about doing the right thing. The right thing by our community, by our planet and by each other. Wellbeing continues – quite rightly – to rise up our strategic agendas. With the increased challenges which come from juggling the demands of modern life, employees will continue to look to their employers for support with these; and while we may not have all of the solutions, when it comes to social wellbeing, in particular, the actions we take can make a substantial positive impact.

“There have been times where I felt that I might die of loneliness,” says Eleanor Oliphant. She is not alone. Remember that figure from earlier: nine million adults in the UK who have described feeling lonely for some, or all of the time. But, when we get past the corporate jargon we, as employers, together with our CSR initiatives, have the ability to make a real change for the better.

The author is Kathryn Kendall, chief people officer, Benefex.

This article is provided by Benefex.

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