The Carrot Approach to Hiring and other news to inform your engagement for good...


The Carrot Approach to Hiring

By Allison McGuire | @CaliMcG

 

Do you find that employees provide the best quality recommendations for new hires? Would you benefit from a workforce that is more engaged in referring top talent? Has it crossed your mind that injecting charity into the recruitment process can provide a carrot for employees?

 

Datalogix's Recruiting Coordinator Loves the Good CardDatalogix, a company that provides marketing infrastructure for data-driven companies, found these questions to be true. Lindsey Thomason, Recruiting Coordinator, runs the company’s new recruit program and has found by adding a charity component to the recruitment process, it has motivated employees to shape their work culture.

 

The Good Card®, a gift card for charity, is given to an employee that refers a candidate who joins the Datalogix team. The employee may then donate $1,000 to the charity/charities of their choice.

 

In addition to an increase in internal referrals, Thomason expands upon the benefits of this program:

  • Charitable donations increase with the boost of employee referrals. Employee peer referrals continue to increase in parallel with Datalogix’s overall workforce growth. To keep the program top of mind, monthly communications are sent to employees to encourage top-notch referrals.

By utilizing electronic charity cards, Datalogix is able to provide more charitable options, avoid overhead costs, and expand its green efforts. In 2013, Datalogix saw a 99% redemption rate!

 

  • Corporate philanthropic ties deepened. This program also gives Datalogix the ability to feature its corporate charitable partners, such as A Precious Child in Broomfield, Colorado, which receives employee donations, proceeds from expiring cards, and volunteer support.

To learn more about Datalogix’s Good Card program, check out our new case study here.

     


How Emotions Trump Thinking

By Allison McGuire | @CaliMcG

 

Brainiac's Guide to Cause MarketingAs many of you know, the key to cause marketing is appealing to your consumers’ emotions. Below is an adapted excerpt from our guide, The Brainiac’s Guide to Cause Marketing, by Katya Andresen. In this guide, Katya outlines why feelings trump logical thinking, drive people to donate, and increase the impact of your cause campaign. Check it out!

 

 

Emotion, above all else, galvanizes people to act. People support causes because they feel something, not because they think something. In fact, if you make people stop and think, they tend to do less good.

 

Because people give from an emotional place, giving literally feels good.

 

David Leonhardt, in his New York Times Magazine article “What Makes People Give?,” points out that this is good news because it means philanthropy is not a zero-sum game. If giving were rational, we’d give less when we heard other big donations were happening. Instead, we have an urge to join forces with a cause.

 

Keep reading...

     

3 Reasons for Tangible Cause Marketing

By Allison McGuire | @CaliMcG

 

As many of you know, the key to cause marketing is appealing to your consumers’ emotions. Below is an adapted excerpt from our guide, The Brainiac’s Guide to Cause Marketing, by Katya Andresen. In this guide, Katya explains why people act when cause marketing campaigns are personal. Check it out!

 

P&G 1=1A few years ago, Proctor & Gamble launched a cause-related marketing campaign in South Africa called “1 Pack = 1 Vaccine.”

 

For every pack of diapers sold, a child was vaccinated against tetanus. It was wildly successful, boosting Pampers sales and resulting in 150 million vaccines.

 

A rival campaign didn’t fare as well. Its slogan was less tangible, not to mention wordy: “1 pack will help eradicate newborn tetanus globally.” Meh.

 

Unfortunately, as this example from researchers Cynthia Cryder and George Loewenstein illustrates all too well, marketers often talk about causes in intangible terms, and that doesn’t work very well. The vast majority of good causes have messaging closer to the failed campaign. And that’s a very tangible problem.

 

Why do marketers need to get as tangible as the “1 Pack = 1 Vaccine” message?

 

Keep reading...

     


Enabling Social Employee Engagement

By Allison McGuire | @CaliMcG

 

The human resources world is always on the lookout for creative ways to engage, recruit, and retain employees. Below is an adapted excerpt from our guide, Employee Engagement: 5 Trends Shaping Employee Social Impact Programs, by Kate Olsen. In this guide, Kate unpacks ideas emerging from different sectors, all with the same theme: creative ways to activate your workforce with cause. Check it out!

 

Employee engagement and social sharing go together like peanut butter and jelly. It’s easy to recruit employees that are already active in the community to join your company’s cause programs. But how do you get the next wave of employees to sign up? And the next? That’s when social proof and storytelling come into play.

 

Engaging Employees Socially The best ambassadors for your cause portfolio are the employees actively engaged in your programs. Equip those employees to tell their personal story about why they care, how they help, and what it means to be able to do it alongside other employees. When others hear the passion and see the powerful impact results, they will be clamoring to be a part of your company’s do-gooding efforts.

 

Storytelling can take many forms. Here are a few suggestions to help your employees share the call to action to get involved and make a difference:

 

Keep reading...

     

Why We Relate to Sea Monkeys

By Allison McGuire | @CaliMcG

 

As many of you know, the key to cause marketing is appealing to your consumers’ emotions. Below is an adapted excerpt from our guide, The Brainiac’s Guide to Cause Marketing, by Katya Andresen. In this guide, Katya explains why people act when cause marketing campaigns are personal. Check it out!

 

 

The closer we feel to a cause—and the closer we believe a company is to a cause—the more likely we are to act.

 

When it comes to problems, the bigger the numbers, the smaller our concern. The more who die, the less we care. And one girl in need matters more than millions.

 

Humans’ inability to act in the face of massive numbers, according to researcher Paul Slovic, is a phenomenon called “physic numbing.” But the issue isn’t just an inability to handle a large scale. Once you get past one person—or animal, for that matter—empathy declines.

 

Sea MonkeysA researcher into this phenomenon was inspired to study this effect further when his daughter’s classroom had an aquarium filled with sea monkeys (which are actually just brine shrimp).

 

The researcher noted that the sea monkeys kept dying off until only one little sea monkey was left. No one seemed to care until there was only the one sea monkey left floating. The children, who had viewed the crowded tank as an undifferentiated mass, became hugely devoted to the last sea monkey. They described its personality and cared deeply about its survival, though its brethren’s deaths had barely raised an eyebrow.

 

Keep reading...

     



Click here to safely unsubscribe from "Companies For Good articles." Click here to view mailing archives, here to change your preferences, or here to subscribePrivacy