Why sustainability and CSR should be central to your business strategy

Delivering on sustainability and corporate social responsibility (CSR) goals has always been a priority for businesses, however in the last few years they have taken on a pivotal role, particularly since Generation-Z job hunters joined the market and the COVID-19 pandemic impacted priorities. CSR is no longer a box to tick - it's a key driver of talent attraction, employee satisfaction, and business growth.

Only by treating social value as a top consideration and reforming their corporate culture accordingly will businesses be able to align themselves with the changing expectations of their people and clients.

The pursuit of higher standards of CSR is nothing new in the business world. Every successful senior executive will understand the importance of being able to demonstrate that their organisation is working proactively to give back to their community, ensure respectable labour standards, and reduce their environmental impact.

However, there is no question that in the last few years, sustainability and CSR have taken on a more prominent importance than ever before. For business leaders, this shift represents a significant opportunity: aligning sustainability and CSR with your recruitment strategy can help you attract top talent and position your organisation as a leader in the market. 

Here, we will explore why CSR and sustainability have become essential considerations for business leaders and how they can integrate these priorities into their recruitment strategies to stay ahead of the competition.

CSR: The changing definition of social value programmes

In the past, CSR initiatives were often seen as one-off activities - charitable donations, environmental efforts, or community outreach. While these are valuable still, the definition has evolved. Today, CSR is viewed as a holistic commitment that shapes the way businesses operate and engage with their communities. 

Business leaders must now consider CSR as a long-term strategy that encompasses:

• Sustainable business practices
• A commitment to diversity and inclusion
• Corporate transparency and accountability
• Institutional values and ethical decision-making

This realignment of the definition of ‘social value’ has been happening for a number of years. However, there is no question that the pandemic accelerated this process by shining a spotlight on the crucial role that businesses play in supporting their communities and their workforces. 

Companies that embrace this new definition of CSR not only strengthen their brands but also position themselves as attractive employers for purpose-driven talent.

Change driven by multiple perspectives

One of the main reasons why this new, more proactive approach to CSR is unlikely to disappear is because it is being championed by stakeholders at every level. Forward-thinking executives are pursuing social value as a key goal because they see the demand for it is being reflected at every structural level.

For the public sector in particular, CSR has become a key requirement as part of central government’s levelling-up agenda. The delivery of tangible social value now makes up 10% of the overall weighting when evaluating a public sector proposition. It is expected that this will increase in years to come, meaning these organisations have a practical as well as a social obligation to deliver more on this front.

The increased engagement with themes of sustainability and CSR are also reflected at a consumer level. According to 2019 statistics compiled by Aflac, 77% of consumers are motivated to purchase from companies committed to making the world a better place - a figure that is only likely to have increased. This applies to providers of both services and goods, and reflects the fact that the modern consumer is willing to research the brands they engage with, and prioritise the ones that reflect their own values.

This is also a consideration for existing staff and potential talent, who will take a company’s CSR policies and social values into account when deciding whether to work there or not. In recent years, there has been a rise in the number of people who are actively seeking roles with purpose, where they believe that what they are doing will have a positive impact on the world, rather than simply working for a paycheque. In a candidate-short labour market, it is up to businesses to respond to this - otherwise, they simply will not be able to compete with more purpose-driven brands for the top talent.

What should businesses be doing differently?

It is clear from these trends that businesses are under pressure to transform the way they operate in order to adjust to the changing CSR and sustainability expectations they see in the modern marketplace.

There are a number of innovative ways that organisations might choose to approach this:

• Champion local employment: 
  More and more businesses are making active efforts to employ locally, away from big cities such as London. By doing so, they are able to bring more business activity, wealth and equality to smaller towns and cities that have traditionally seen less activity, helping to strengthen local communities and play a part in the national levelling-up agenda.
• Sustainability across operations:
  Companies are seeking to make sustainable improvements across all aspects of their day-to-day activities, whether by going paperless, selecting more sustainable suppliers, or switching from single-use supplies to refillables. Not only are these steps having a positive impact on the environment, but they also help the businesses to save money.
• Remote and flexible working:
  Most organisations continue to maintain a strong commitment to remote working, flexible hours and digital processes, all of which were normalised during the pandemic. This allows the companies to align with the expectations of staff, while also helping to save money on commuting, reduce energy costs within the office, eliminate travel times and cut the environmental impact from emissions.
• Leadership in CSR: 
  Forward thinking organisations are appointing dedicated roles like CSR Directors, or Sustainability Officers to drive their social value initiatives. By bringing in external expertise or creating internal roles, businesses can better align their leadership with CSR objectives. 

Ultimately, the most important factor to realise is the reality that CSR and social value should now be considered a key part of the lifeblood of a modern organisation’s success, rather than a secondary obligation. If businesses fail to account for this, they will not be able grow or properly compete in the market in 2023 and beyond, and it is the responsibility of business leaders in both the public and private sectors to ensure their organisations keep pace.

By seeing the creation of social value as an opportunity to drive improvement, success and create a long-term vision, business leaders will be able to harness CSR’s full potential for the good of their organisation - and society as a whole.

CSR and recruitment: a strategic partnership

Integrating CSR into your business strategy is not just about environmental initiatives or community outreach - it’s about creating a workplace culture that attracts and retains talent. To do this, recruitment plays a pivotal role - here’s how you can leverage CSR to build a future-proof recruitment strategy:

• Attract purpose-driven talent: Many job seekers now prioritise working for organisations that align with their values. By demonstrating your company’s commitment to CSR and sustainability, you’ll be able to attract candidates who are passionate about making a difference.

• Retain top performers: Employees who feel that their company is socially responsible and aligns with their personal values are more likely to stay long-term. A strong CSR strategy fosters loyalty and reduces turnover.

• Brand reputation: Companies that actively demonstrate CSR and sustainability improve their public image, which can lead to better consumer relationships, enhanced recruitment efforts, and even improved financial performance.

What should business leaders do next?

The world of work is changing rapidly, and CSR and sustainability are at the forefront of this transformation. If you haven’t already, it’s time to integrate these principles into your recruitment and business strategy. 

At Sellick Partnership, we specialise in helping organisations and teams align their recruitment strategy with sustainability and CSR goals. By doing so, you’ll be able to:

• Attract top-tier talent who are motivated by purpose
• Strengthen your company’s culture and values
• Stay ahead of the competition in a rapidly evolving market

Get in touch with Sellick Partnership

Ready to take your business strategy and recruitment efforts to the next level? At Sellick Partnership, we offer expert guidance on aligning CSR and sustainability with your recruitment process. Whether you're looking for advice on diversity and inclusion, or need support in building a talent strategy that reflects your company’s values, we’re here to help.

Take a look at our Senior & Executive recruitment services hub for more information on how we can help you to establish a progressive, growth-focused culture within your organisation, or get in contact with a member of our team today.