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Charity initiatives increase employee engagement, research finds

73% of employees whose employers had charity initiatives expressed that they were likely to stay with their current workplace.

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Charity initiatives increase employee engagement, research finds
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Research from Aqua Libra Flavour Tap has found that charity partnerships have a positive impact on employee engagement. 

Employees working for companies with charity initiatives reported higher levels of engagement, with 75% feeling engaged with their employer compared to just 51% in organisations without such charity programmes.

Almost two-thirds (64%) of employees surveyed who worked for companies with charity initiatives rated their employer as ‘good’ when it comes to creating and maintaining employee engagement.

This was significantly higher than the 37% of those that did not have charity initiatives who said the same.

The findings from Aqua Libra Flavour Tap, part of the British soft drinks business Britvic, revealed a substantial difference in employee satisfaction, loyalty, and workplace commitment between companies with and without charitable programmes. 

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73% of employees whose employers had charity initiatives expressed that they were likely to stay with their current workplace.

Close to two-thirds (65%) of employees with charity initiatives were willing to go above and beyond for their current employer, this was significantly higher than the 41% of those who did not have charity initiatives who said the same.

Companies with charity initiatives saw 71% of its employees say they would enthusiastically recommend their workplace to a friend, while just 46% said the same in companies that did not have charity initiatives.

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The research surveyed 1,000 employees working in companies with over 250 people and uncovers further insights into how charity initiatives impact employee experience. 

38% of employees reported that these programmes give them a more positive perception of their employer, while nearly a third gained a better understanding of their local community.

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Just under one in three (31%) felt more connected to their organisation’s broader purpose. 

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33% of surveyed employees actively looked for employers with charity programmes, with this number rising to 39% among those already experiencing such initiatives.

Top priorities included opportunities for volunteering days, charity fundraising events, and seasonal charitable activities.

Alistair Gill, employee engagement expert and founder of Alchemy Labs said: “How companies create value in the market is evolving. So, how we work has to adapt to keep up. 

“A focus on people, both directly and indirectly, has never been more important.

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“This research shows us that charity initiatives are no longer tick boxes but instead a critical ingredient in how we craft our workplaces for the future of work.

“And anything that positively affects how people feel is good for business. 

“This research shows that time spent doing charitable work pays dividends to employee engagement, and we know engagement is a huge lever for business success.

“With UK levels of engagement being at some of the lowest globally and with growth and innovation stagnating, it has never been more critical to take seriously the human element of how work works — that fundamental connection between wellbeing and engagement and ultimate business success.

“The fact that the research tells us that people are increasingly using wellbeing and CSR as selection criteria for where they choose to work further proves how important this link is becoming.”

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The findings also suggested employees were looking for more ways to be informed about and participate in charity initiatives at work. 

58% said they want more information and communication from their employer about its charity initiatives.

With Christmas fast approaching, 64% said they would welcome easier ways to participate in their employer’s festive giving programme.

In a trial, Britvic is using the Flavour Tap data and communication screen to increase employee participation with its Christmas charity initiatives.

Noel Dickson, managing director at Aqua Libra, said: “The Flavour Tap system does more than just keep employees refreshed, they receive live updates on our Christmas charity programme – all while getting a drink of still, sparkling or flavoured water. 

“It turns the simple act of getting a drink into an opportunity to connect with the company’s purpose and feel part of a larger collective mission.

“What used to be a mundane moment in everyone’s working day is now a powerful employee engagement tool.”

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