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Millennials Want More… Corporate Social Responsibility!

By CEO for One Month, Alana Couvrette

Millennials sometimes seem to get a bad rep as a narcissistic, entitled and self-centered generation. But is this fair to say? I don’ t think so…

For example, millennials expect more from their employers than a paycheck. They have a genuine desire to give back to communities, near and far. For them, purposeful work and the ability to create a positive impact take precedence on profit and salary. In fact, in a recent survey, it was revealed that 45% of student about to enter the workforce would even take a pay cut “for a job that makes a social or environmental impact.” They seek to work for organizations who enshrine good values and ethics into their business model.

Organizations, like Adecco, have taken note of this trend. They know that having an organization-wide aspiration to making a positive difference is part of their value-proposition for attracting and retaining the millennial talent pool.
However, trumpeting your values and ethics isn’t enough. You can’t just talk the talk… The young talent pool is eager to roll up their sleeves, get their hands dirty and participate in the efforts to improve communities near and dear to them. Organizations need to be able to offer opportunities for employees to truly engage in the change that they wish to make. Millennials seek diverse volunteerism opportunities.

At Adecco, our core values-passion, entrepreneurship, team spirit, responsibility and customer focus- permeate the whole business. As Adecco Canada’s CEO for One Month, I noticed this right away and can testify to their relevancy in our work. These values are also conveyed through our global employee engagement program, Win4Youth. This program encourages participants to clock up kilometers (through cycling, swimming or running) which are turned into donations to help disadvantaged youngsters find employment.

On June 22nd, 2017, Adecco Canada hosted their annual Solidarity Day, a day dedicated to Win4Youth. We spent the afternoon as a team running around Toronto completing a scavenger hunt filled with wacky photo ops and funny tasks. Maybe it’s just me but I didn’t even notice that we each accumulated around 9 kilometers. Multiply that by the total number of employees in the office and you’ve got a healthy donation! Curious to know how the day went? Watch this short video I made!

Still think millennials are self-centered? Deloitte’s Millennial Survey found that 7,800 young leaders from 29 different countries believe that the business world is getting it wrong. Close to 75% say that they feel businesses are “focused on their own agendas rather than improving society.”

Who’s looking self-centered now?

[1] https://www.forbes.com/sites/jeannemeister/2012/06/07/the-future-of-work-corporate-social-responsiblity-attracts-top-talent/#39aca2c33f95

[1] https://www.fastcompany.com/3046989/what-millennial-employees-really-want

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