Trends - Video Game Employees Involvement in Social Impact Initiatives
There are distinct rewards for brands and companies that try to improve their communities, as well as their cities, and even the world at large. From an uptick in employee commitment, to enhancing business outcomes and brand cachet, there is no arguing that there is a direct business and profitability-led rationale for companies and brands to be active stakeholders in their communities and lead with their social impact initiatives, often called corporate social responsibility or CSR.
Despite extensive searching, there is nothing publicly available surrounding trends on CSR or social impact that directly relates, and only relates, to video game companies. The closest source found was directly surrounding the gaming industry which consists of firms that provide casino gaming and resort facilities to the general public and includes gaming supply developers and manufacturers. Because of that fact, trends surrounding companies that involve their employees were provided as an alternative. The trends are likely to be the same or extremely close, as all companies want a positive social image in this very digital and "gone viral" age, where sustainability and corporate responsibility is a cornerstone of a company's image. Two trends surrounding companies involving their employees in their social impact or social responsibility initiatives, along with some general insights, are detailed below.
General Statistics and Data Surrounding Employee Engagement
- According to PwC, the new standard for employee engagement is as simple as fulfillment. Fulfillment is defined as a "feeling an employee has when they are working in alignment with their intrinsic motivations and gain a sense of purpose from that."
- Company CEOs are quite pointedly standing up for social issues they personally care about, marshaling a trend of corporate activism that will rise to new levels in 2020. According to this research, corporate activism boosts hiring competitiveness, and increases employee loyalty. Today’s Millennial-dominated workforce want to work for companies whose leaders champion key societal issues.
- If their CEOs took a public stand on key issues, 79% of tech professionals stated they would "be more loyal to their organizations."
Employee Volunteer Programs
- Employee volunteer opportunities organized and supported by companies continue to be a CSR trend that will continue into 2020 as more businesses adopt this practice. Employee volunteer programs can make a huge, positive impact on a company’s CSR initiatives, brand image, and employee recruitment and retention. Not only do they improve morale and culture, there is an opportunity to encourage cross-departmental collaboration and relationships by placing employees from different teams together on these volunteer days.
- A United Health Group report found that “91% of employed volunteers who volunteered through their workplace, agreed that volunteering together strengthens relations among colleagues.”
- By asking employees to choose which volunteer activity they want to do, based on their personal interests or their specific skill sets, companies can personalize the experience and enhance the experience further.
- According to research from Cone Communications, 74% of employees reported that their job is more fulfilling when given the opportunity to make a positive impact at work.
- Employee volunteer program examples include TransUnion and their U.S.-Based employees having a “Volunteer Time Off” day that can be used to work with a charity that is important to the employee, 3M Global Volunteer Day that empowers their global team to donate a day of their time towards local causes, and Patagonia’s Ventura headquarters and store organizing an annual 5K run.
- There are still numerous cases of discrimination and intolerance that are almost daily newsworthy events. By actively promoting employee diversity, a company can prove that it embraces open-mindedness and socially responsibility.
- Starbucks is an excellent example of this corporate social responsibility trend because it creates job opportunities for different social groups. The company decided to hire thousands of war veterans while opening dozens of military family stores in the US. Additionally, Starbucks also assists young people to get their first job by preparing more than 10 thousand positions for entry level positions. At the same time, they cooperate with the UN Refugee Agency because they actively employ thousands of refugees to work in their locations throughout the world.
- McKinsey’s research on diversity showed that companies with more diverse gender, culture and ethnicity outperform employers that don’t support diversity.
- When a company backs and champions diversity it can serve as proof of the employer’s morals, fairness and empathy. These traits in a company are often very attractive to Millennials and the younger Generation Z cohort when they are searching for an employer.
- According to Deloitte, 67% of job seekers use diversity as an important factor when considering companies and job offers.
- A diverse workplace most often leads to greater knowledge on different business areas. It just stands to reason that employers that support the culture of diversity are more likely to excel at knowledge sharing practices within their companies.
- According to an Australian based Deloitte study, engagement is an outcome of diversity.
- According to Salesforce research on diversity, employees who work for a company that provides equal opportunities are nearly four times more likely to say they are proud to work for their company.