Consumer trust is lower than ever, and their expectations have never been higher. With no shortage of inauthentic cause marketing campaigns in circulation it can be difficult to cut through the noise. One of the best ways to gain consumer trust and loyalty is by sharing employee generated Corporate Responsibility content. Put it this way: it’s okay to brag about the great things your employees are doing in the community on behalf of your organization. Here’s why:
Consumers are more likely to purchase from a brand that supports a cause than one that doesn’t. In fact, Cone Communications found that that 94% of consumers would switch brands if one supported a cause and the other did not (Source).
By portraying your strong CSR values, you also increase the likelihood of attracting someone with similar values. 64% of millennials won’t take a job if a company doesn’t have strong corporate social responsibility (CSR) values (Source)
Employees Want To
Employees should be your strongest brand ambassadors. 79% of millennials want their employers to share engagement data on social media (Source), while 76% want to share their own impact stories on their platforms. 75% are even willing to use a corporate hashtag when they post (Source).
By sharing your community impact, and reaping the benefits that it can result in your business, others will take notice and have no choice but to join you. Some industries are lagging behind when it comes to introducing a mandate for CSR. Challenge other organizations and set the bar by sharing the impact that your organization is responsible for.
When you think of a socially responsible brand, is there one that jumps to the top of your mind? Mention them in the comments below! Chances are they are great at telling that story, and you've become a loyal advocate for that company. A favourite quote of ours comes from Patagonia Founder Yvon Chouinard who said:“I know it sounds crazy, but every time I have made a decision that is best for the planet, I have made money. Our customers know that — and they want to be part of that environmental commitment.”
Share your CSR stories and you will attract both loyal employees and loyal customers who identify with the same values and act as ambassadors for your brand.