Published Tuesday, January 22nd, 2013, by Jo Disney - News and Features Editor, U.K.
In part one of this series, we looked at how your business center design can drive productivity. Now, we turn to all things social: social recruitment and Corporate Social Responsibility (CSR). Sodexo, a world leader in quality of daily life solutions, has identified both as a workplace trend worth watching.
According to Sodexo, one of the key trends influencing many aspects of the workplace – but especially HR – is the increased use of social media, especially as it relates to recruitment and employment branding.
“The way we communicate with candidates today is vastly different than it was even just a short five years ago. Today, social media and mobile communications dominate over traditional e-mail campaigns,” Sodexo reports.
Indeed, a recent Jobvite study reveals that 92 percent of U.S. companies used social media networks in 2012 as part of their recruitment efforts. What’s more, seven out of 10 employers have successfully hired a candidate through social media. That’s up from 58 percent in 2010.
Tapping Recruitment Trends
Knowing that social media is a powerful recruitment tool, you can set your business center apart from the competition by serving as a reservoir, of sorts, for referrals. This strategy could help you attract tenants by raising your business community awareness. Think about it. If your clients are actively referring employees to one another, this is a true value-add for companies looking for the best and brightest talent.
Let it be known through your social media channels that your business center is networking HR with potential employee and job seekers with recruiters. This will open the door to meaningful communications with talented people and thriving companies alike.
Once you get these “followers” you can seed your brand messaging in the rotation of social media messages. In other words, once you establish a relationship in the job-hunter and recruiting industry, you can gently remind them of your core services with intermittent communications.
Why CSR Is Rising
Another workplace trend Sodexo is pointing out is “inspiring a connection to people, community, and brand through CSR.” As Sodexo experts see it, in order to succeed in today’s marketplace, companies must have the right people on board and know how to inspire their best performance.
“Yet, the most talented candidates today are often seeking more than a paycheck. They are looking for a values match,” the firm says. “Companies are finding that they can attract, motivate and retain top talent by creating meaningful work environments with their sustainability and CSR strategy.”
Why? According to Sodexo, because CSR initiatives represent the passion and commitment of people who choose to live their values through their work. The firm says CSR can also be an important factor in attracting and retaining members of tomorrow’s workforce.
“One study of new college hires found that 86 percent of them would consider leaving an employer whose social responsibility values fell short of their expectations. But the values match is not just important to the newest generation of workers,” the report says. “As values have evolved over time, we see the connection with sustainability and CSR as a potential motivating factor for each of the four generations that make up today’s workforce.”
Is Your Business Center Sustainable?
What about your business center? Are you tapping into the sustainability and CSR trend? Officing Today has broached this topic before and often covers business center brands that do a good job in these areas. In fact, we’ve covered topics like how CSR can increase your profits.
The Economist Intelligence Unit defines corporate citizenship as, “transcending philanthropy and compliance, and is addressing how companies manage their social and environmental impacts as well as their economic contribution. Corporate citizens are accountable not just to shareholders, but also to stakeholders such as employees, consumers, suppliers, local communities and society at large.”
According to an EIU study, 74 percent of respondents say corporate citizenship can help increase profits at their company. What’s more, survey respondents who say effective corporate citizenship can help to improve the bottom line are also more likely to say their strategy is “very important” to their business.
“On balance, surveys and the research literature suggest that what most executives believe intuitively, that CSR can improve profits, is possible,” says Rob Robins, founder and analyst at Investing for the Soul. “And almost no large public company today would want to be seen unengaged in Corporate Social Responsibility (CSR). That is clear admission of how important CSR might be to their bottom line, no matter how difficult it may be to define CSR and link it to profits.”
Stay tuned for part three of this series on workplace trends and how they can benefit your business center.