Retain and Recruit Millennials With a CSR Program That Makes a Difference

The millennial generation has made it very clear how important it is to them to work for a company that values corporate social responsibility, or CSR programs. In fact, a whopping 69 percent of millennials say they wouldn’t work for a company that is not socially responsible. And, with millennials expected to make up 50 percent of the workforce by 2020, the demands of this growing demographic cannot be overlooked.

So, what’s a company to do if they want to recruit and retain today’s new generation of workers? Take some advice from a business that’s employee base is dominated by millennials.

At TCC, an overwhelming 85 percent of our employees—which are spread across 38 states—are millennials.

Knowing that the majority of TCC employees are millennials, we decided to focus our efforts on the types of charities and volunteer efforts this demographic is most interested in supporting. Research from Boston Consulting Group found that this generation of workers are huge proponents of “buying local” and want to shop at, work for and engage with companies that share their value for social responsibility.

With this in mind, we decided that supporting the local communities—instead of national programs—in which our employees live and work would increase employee engagement across the board. By inspiring employees to work hard to do the most good in their communities, it provides a better sense of job fulfillment that millennials crave.

Through our Culture of Good movement, we have donated 260,000 backpacks full of school supplies, given 7,000 teacher packs with classroom supplies, provided canned goods to local food banks, and partnered with community organizations focused on improving the environment. In addition, employees are encouraged to take paid time off to volunteer in their local communities. And, each TCC store is given $125 each quarter to donate to a local organization of their choice.

After a recent $1M donation from TCC to Riley Hospital for Children at Indiana University Health, we wanted to give each TCC store across the country a chance to involve their local communities in supporting the hospital. Now, more than 350 nationwide TCC stores are selling screen cleaning cloths featuring artwork created by five different Riley Hospital patients. The screen cloths are on sale at each store with 100 percent of the sales going back to Riley Hospital.

It’s also important to measure the impact of your CSR programs on employees to regularly assess their reactions and feelings. Based on your findings, you can adjust your programs appropriately.

When I surveyed 966 TCC employees about the impact of the Culture of Good initiatives, I found a positive correlation between CSR efforts and employee fulfillment, among many other advantages it offers the company:

  • 92 percent said that the Culture of Good gives them a sense of fulfillment in their work.
  • 91 percent said the Culture of Good makes them feel that Round Room (TCC’s parent company) shares their value for social responsibility.
  • 84 percent said the Culture of Good contributes to staying employed by TCC.
  • 67 percent said that their store has gained new customers as a result of Culture of Good efforts.
  • 82 percent said the Culture of Good has helped build better communication skills between employees and helped form stronger team bonds in the workplace.                                                                                                                                                                                                                                                                                                                                                                              My last piece of advice is to do good for the value of investment, not the return on investment. By keeping this belief at the core of TCC’s CSR program, it has transcended into a real movement that has made a huge impact on employees, customers and communities nationwide.

Ryan McCarty, director of community and employee engagement at TCC. Founded in 1991 and based in Carmel, Indiana, TCC is the largest Verizon Premium Wireless Retailer in the U.S., operating more than 700 locations in 38 states from coast to coast. The company is guided by its Virtuous Circle of Success—a belief that employees, customers and communities matter equally. TCC’s nationally-recognized Culture of Good movement encourages employees to give back in every community it serves.

  • Perspectives

    • (photo courtesy of Conexus)

      Getting the Word Out About Manufacturing & Logistics

      As the epicenter of the nation’s advanced manufacturing and logistics industries, Indiana has a compelling story to tell about how Hoosier companies make and move the goods people depend on every day. Our goal is to ensure everyone hears these stories – many of which share a common theme focused on cutting-edge technologies that are transforming the way products are made and moved around the world and the people who use them. Conexus Indiana launched an...

    More

Events



  • Most Popular Stories

    • (photo courtesy of The Times of Northwest Indiana)

      Historic Hospital to be Torn Down in Gary

      A building that once represented the racial divide in the city of Gary, but long provided health care to the African American community, will soon fall to a wrecking ball. The city says it intends to raze the long-abandoned St. John’s Hospital. 

    • Parkview Heart Institute is part of the Parkview Health System

      Most Wired Hospitals in Indiana Ranked

      A national association of healthcare information executives has once again honored Fort Wayne-based Parkview Health for its commitment to using advanced technologies in their clinical and business operations. The College of Healthcare Information Management Executives says Parkview is ranked in the 97th percentile of organizations surveyed for the program, earning a “Most Wired” distinction. 

    • (photo courtesy of The Times of Northwest Indiana)

      Valpo Approves Plan to Level Mansion, Build New Homes

      The property where an aged, Victorian-era, mansion in Valparaiso currently stands will become the site of 15 new homes, described as “upscale.” The Valparaiso Board of Zoning Appeals approved the variances needed for Downtown Valparaiso Partners LLC to proceed with the project, according to our partners at The Times of Northwest Indiana. 

    • (Inside INdiana Business Photo/Mary-Rachel Redman)

      Merchants Bank Marks Opening of Carmel HQ

      Carmel-based Merchants Bancorp (Nasdaq: MBIN) has cut the ribbon on its $25 million headquarters in the city's Midtown. In addition to housing the executive offices and mortgage operations of the bank, the five-story, 120,000-square-foot building also includes 8,000 square feet of retail space and 24,000 square feet of leasable office space. Chairman and Chief Executive Officer Mike Petrie says the design of the building "reinvigorates" the bank's mission to...

    • Eleven Fifty was previously headquartered at Launch Fishers.

      Eleven Fifty to Cut Ribbon on New Location

      Eleven Fifty Academy will cut the ribbon on its new downtown location September 23. The nonprofit coding academy says it will host a grand opening ceremony November 6.