How to Bond With Your Workers Through Social Impact

BY Alexis Hauk | March 31, 2022

Long before the creation of the office, PowerPoint slides and whiteboards, humans have sought to express the meaning of their pursuits and surroundings. Those cave paintings created thousands of years ago, after all, celebrated scenes from the business of hunting and gathering. Now, in modern times, the workplace remains a place where people want to feel purpose and express truth in their lives.

As ever, employees want to do more than show up and earn a paycheck. They’re looking for a way to contribute meaningfully. This fact came fully into focus during the Covid-19 pandemic and the Great Resignation. And it touches on something that researcher and author Brené Brown calls “operationalizing your values.”

Rick Kearney, the chief operating officer at Rise Against Hunger, knows a thing or two about that kind of purpose-driven work. His nonprofit carries out its mission to provide nourishment and support to communities facing food crises worldwide. The group helps about 2.8 million people every year through international relief efforts in areas like Mali and Zimbabwe, and more recently with Ukrainian refugees.

Kearney, who spoke on a panel of experts on “Recruiting and Retaining Workers Through Social Impact” at From Day One’s recent Atlanta conference, has seen the positive results of plugging staff and volunteers into the soul-satiating work of helping others–but high morale doesn’t just come from impressive stats. Rather, what drives the people who work at Rise Against Hunger, Kearney said, is “something that they can take from their heart to their head, from passion to purpose, to feel that their efforts resulted in something significant.” In other words: Tangible results from tangible actions that an individual can track and connect with.

Of course, you don’t need to work at a nonprofit to feel good about what you do. Whether you’re leading a Fortune 500 company, launching a foundation, or simply looking for ways to do more than merely clock in and out, social impact in the working world takes many forms. The panel discussion, which I moderated, produced some rules of thumb to keep in mind.

Matching Why You Care with What You Do

Julia Levy, the head of global talent acquisition at CommScope, joined the communications-technology company in 2019, right as the company was rolling out its refreshed mission and values statements. Those took on a new urgency during the pandemic, she said, as the company ramped up its mission to “connect the unconnected,” when everything, from schools to meetings, had gone virtual.

Cummings said her company sought to address food insecurity and homelessness

Likewise, when Ayanna Cummings, Ph.D., joined Compass Group in 2020 as director of diversity, equity, inclusion, and justice, she immediately spearheaded an effort to identify, through polls and discussions with employees, which social-impact partners they most wanted to focus on.

Food and housing seemed like a good fit, given that Compass is one of the largest hospitality and food-service companies in the world, Cummings said. “We would be remiss if we didn’t acknowledge that we have the capacity to do something with respect to food insecurity and homelessness. So, we added that to the list of places to reach out to and try to partner with.”

As it turned out, these kinds of organizations were swamped with donation and volunteer requests already. So Compass pivoted its outreach and worked to support majority-BIPOC organizations in Seattle, Atlanta, Charlotte, Reno, and more–staying very much in the center of where the company and its employees’ priorities stood.

Lynette Bell, president of the Truist Foundation, the charitable arm of the Charlotte-based banking company, said the company created a matching-gift program for employees, agreeing to meet every dollar the staff contributed to a nonprofit of their choosing. This program resulted in $1.2 million in matched donations last year alone.

Putting Away the Parachute

One of the best ways to help a community? Listen to them.

That’s what Bell has found works best. It’s also the most effective way to ensure that the effort sustains long-term. To that end, Bell said that Truist has hosted listening sessions with community-based organizations and nonprofits to gain insight into their needs. "Whether we were in Baltimore, Miami or Macon, we got to hear directly [and] meet them where they are versus coming in like, ‘Hey, we have a great idea how to fix this.’”

That phenomenon of organizations swooping in to make some surface-level changes, then just as quickly exiting the scene, is often called “parachuting,” and it’s not an effective way to make a difference, Bell said.

Addressing Racial Inequity

In 2020, Corporate America made vast commitments in the wake of George Floyd’s murder to reduce racial and social inequities. However, in 2021, news organizations including Fortune reported that of the $50 billion pledged to racial justice by U.S. corporations, almost none of that promised funding had materialized. So when it comes to anti-racism work and addressing longstanding inequities, it’s vital that companies instill trust by turning their promises into concrete actions.

Bell said that her foundation looked at how to “embed racial equity into our process” from the start of the grant-application process to the perspectives of decision-makers. One way that has manifested, especially during the pandemic, is through investment in small businesses, which are “the cornerstone of our country,” she said, but also in the gravest danger of shuttering during the pandemic. “We wanted to look at who’s impacted by that. It was mostly BIPOC businesses. Our foundation has leaned into addressing those issues.”

On the HR and talent-acquisition side, CommScope’s Levy said she has spent time with her team examining and addressing unconscious biases among hiring managers and investing in making the hiring process more equitable. They’ve identified and changed potential barriers to entry, such as GPA or higher-education requirements, but it’s still a learning process. “We are not always going to get it right, but we’re always going to try and do better,” she said.

“We put the big goals out there,” said Bell, “knowing that we’re tackling large ecosystems that have been in place for a long time that need to have some disruption. We ask really hard questions of our grantees, like, 'How diversified is your board? How diverse is the team that’s going to support you?' I think it takes those small things to look at all ecosystems internally, including the one you work for, and go, ‘What is it today that needs to be disassembled?’”

Taking It Piece by Piece

Meaningful social impact requires a long attention span on an organization’s part. Vivian Greentree, Ph.D., senior vice president and head of global corporate citizenship and president of the Fiserv Cares Foundation at Fiserv, put it this way: “When you’re trying to lean into something that doesn’t exist yet, or you’re trying to create something or collaborate, it’s always going to be a little uncomfortable. That’s where a lot of us are a lot of the time. So, learning not to pause and not to quit. Think big, act small, move quick.”

Alexis Hauk is an Atlanta-based journalist whose work has appeared in a wide variety of publications including TIME, the Atlantic, Mental Floss, Washington City Paper, and the Atlanta Journal-Constitution.


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