The Hidden Benefits of Connecting Business With the Community

Companies that are involved in their communities-through employees volunteering or by making donations-find many benefits to their bottom lines. They notice an increase in the number of loyal customers as well as happier, more engaged employees. Being deliberate about making a positive impact with your community in which you serve can have a positive impact on your business.

Building relationships with the community is a great marketing tool. Relationships with the community keep your company's message relevant, and help to solidify a positive image for your brand. Members of the community develop a more positive image of the company since they know you are listening to their concerns. 

Also, when employees act as company ambassadors by engaging in community events and addressing community needs, they see themselves making a positive impact, which contributes to a productive, positive company culture. Here are three ways that community involvement benefits the employees and culture of your business:

1. Professional development. Volunteering offers your employees the opportunity to practice leadership and other life skills. As volunteers, they will be rubbing elbows with a diverse population and become accustomed to the various talents and ways that people complete tasks.

In addition, they may be responsible for different leadership responsibilities, including designing work processes, delegating assignments, and handling budgets. The range of skill building is limitless, and with each new volunteering opportunity comes a different situation with a different set of circumstances, each handled in a new and different way.

2. Employee engagement. Designing a sense of purpose within an organization by focusing on community involvement, can increase employee morale. Individuals appreciate being part of a successful entity, a winning team, and a respected organization. There is pride in knowing they are participating in something larger than themselves.

Community involvement offers employees both personal satisfaction and development. People are much more willing to go the extra mile when they know that their efforts are doing more than simply boosting the company's bottom line. Smart leaders should emphasize the connection between corporate values, employee values, and community values.

Recruiting. Community involvement is a powerful HR tool for recruiting, retaining, and developing qualified and motivated talent. Talented individuals are more enticed to join companies that provide opportunities to further enhance their skill sets through community involvement projects.

Employees also are more likely to develop a sense of pride if they know that their company provides a positive impact for its neighbors–work-life balance is a priority for our younger generation. Companies that understand how to blend corporate, personal, and community needs will have an easier time recruiting individuals to join their teams and encourage them to stay longer.

So now let's look at your company. What ways are you and your company involved in the community. How are you helping your employees grow and develop through volunteer projects? And for companies that are not involved, now's the time to find ways to contribute to community success stories.

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