Leading companies are laser-focused on corporate purpose. They explore what their purpose is and how it translates to their people and community and bring that purpose to life through intentional practices and strategies. They use a human-centered lens for all business operations because it helps them see around corners and delivers a competitive edge. All this leads to a future-forward outlook that enables a long-term view. Within this purpose megatrend, we see five prominent themes: Employee Power, Collaborative Advocacy, Responsible Tech, Long-Term Growth Going Mainstream, and Impact Measured.
Two thousand eighteen was the year of the employee. Low unemployment rates and the ongoing war for talent have created a new focus on the needs of the employee to bolster recruitment, training, and retention efforts. At the same time, people are finding opportunities to speak up in support of their purpose and values. And these voices have enormous power: employee’s social media posts can generate 8X more engagement than when a brand shares similar content. The intersection of these two trends is employee power. Leading companies are listening to and supporting the needs of their employees, and providing tools and resources to elevate those voices.
Companies are doubling down on support and protection for employees in ways such as education, nonprofit fellowships, healthcare, pro bono sabbaticals, and more. At Google, employees used the tools the company gave them—a culture of speaking out and collaborative tech —to make a difference in the world.
What CECP is Doing:
CECP tracks employee power through our work on diversity & inclusion (D&I), employee communications, purpose and fulfillment in the workplace, and through Giving in Numbers, the unrivaled leader in benchmarking on corporate social investments. Findings include:
Employee passions and needs will continue to dominate. Companies will employ complex (and simple) listening strategies, both digital and in person, such as town halls, focus groups, and advisory committees, to assess and test programs, policies, and messages.
Read the full blog on CECP's Insights Blog: https://cecp.me/2SOrHvw
Also published on 3BL Media news.