Besides the feel-good payback of giving your time and talent to community organizations, involvement in the array of nonprofit, professional and out-reach programs in your region shows
employees and the public that your business is concerned about much more than
the bottom line.
“Because of negative perceptions some
people have of corporations, they believe
that businesses are cutthroat at all costs
and only care about profit,” says Greg
Greene, vice president, business banking
for Fifth Third Bank in Northern Kentucky.
“Strong community involvement sends a
message to politicians, leaders and residents that you have a broader sense or purpose than profit, and that leaves a great
impression on your community.”
Smart Business asked Greene to discuss
the benefits of encouraging community
involvement and provides advice on how
initiate a company campaign.
What challenges do employers confront
when balancing business and community
involvement?
Corporations’ contributions to community organizations have always been significant and important, and the same is true
today. The key is to create a culture of giving — to communicate that time spent outside the office on community projects and
volunteering for nonprofit organizations is
part of every worker’s job description. This
is tough today as employees are consistently squeezed for time and pushed to produce more with fewer resources. It is easy
to brush aside ‘extras’ and to say, ‘I’m too
busy.’ But we’re all busy. We simply have to
make the time to get involved, and the payoff is worth any personal sacrifice.
What benefits will executives and employees
gain when they are engaged in the community?
There are intangibles that you receive
and immediate benefits by getting involved
in community groups. First, you begin to
understand the pulse of the community —
what is going on outside of your company
and your own cubicle. You learn how the community operates, who the decision-makers are, and what projects and initiatives are on the table. You meet people in
similar business situations, and you can
leverage these relationships. You may
develop a rapport with someone in another industry or even a competitor who
becomes a sounding board. Also, by giving
your time to a committee outside of your
own corporation, you have a great opportunity to showcase your talents in front of
a diverse group of people. Eventually, you
build credibility in your community. You
can help set the stage for change in your
local business environment, whether
through participating in legislative reform
through a chamber of commerce or serving dinners to families in a homeless shelter. Community involvement will change
your perspective.
What enrichment will corporations experience, over time, as they reach out to the
community?
Your good work gives a positive impression of your company, but community
engagement is so much more than this. You
build a stronger work force by showing
employees that business is more than ‘sell,
sell, sell.’ By encouraging volunteerism in any number of groups — trade associations, outside boards or charitable organizations — your business proves that being
a good neighbor is important. It’s not
enough to pay tax dollars to support the
city. Time, talent, advocacy, participation,
kindness — these contributions are equally important. Also, when employees take
part in large-group events like a 5K walk to
support a charity or prepare a community
meal for the homeless, they get to know
one another on a personal basis.
How can executives encourage employees to
get involved in the community? What are the
first steps?
First, executives have to set the example
at the top by participating and sharing their
positive experiences with employees.
Form a committee to come up with an
action plan, and survey the staff to learn
about their interests. What organizations
will they support? Are there causes that are
close to their hearts? Is anyone already
involved in a group that the company can
support on a broader basis? You may
choose a large-group event so everyone
can participate, such as a walk or other
fundraiser; but also encourage individual
involvement. Ask employees to report their
volunteer efforts, and reward those who
give their time and talents by sharing their
successes at company meetings, in
newsletters and in corporate e-mails. Then,
tally this time by tracking hours on an
annual basis. How much does your company give?
Encouraging community involvement is
the best ‘perk’ you can give your employees because the payback is immeasurable.
The personal satisfaction, learning, connections and feeling of giving back to others are not gains that come from a salary or
bonus check.
GREG GREENE is vice president, business banking for Fifth
Third Bank in Northern Kentucky. Reach him at
[email protected] or (859) 283-8511.
