By 2020, half of the employees in the US will be from among the Millennials. But it is not going to be business as usual because Millennials are ready to change the face of employee engagement. They are seeking greater purpose and involvement in the company’s CSR commitments and are determined to make an impact.
A newly-released 2016 Cone Communications Millennial Employee Engagement Study provides insights into the expectations, attitudes and motivations of Millennials in the workforce. The research reveals that more than any other generation, Millennials are eager to contribute directly to their employers' CSR commitments. As they gain more influence in the workplace, companies will have to gear up for greater engagement with this always-on, socially conscious group.
According to the Cone Communications study, not only do Millennials want to hear what their employers are doing to be more responsible, but they also want to be co-creators and facilitators of CSR solutions. This group is the most likely among American generations to want to be directly involved in a company’s CSR efforts.
The study reveals that 76 percent of Millennials consider a company's social and environmental commitments when deciding where to work. Eight-three percent would have greater loyalty towards their employers where they have the opportunity to contribute to social and environmental issues, and as many as 88 percent say their jobs are more fulfilling when they are provided with opportunities to make a positive impact.
Lisa Manley, executive vice president, CSR Strategy, Cone Communications, said that Millennials want to get their hands dirty – providing ideas, suggesting improvements and participating in efforts on the ground. Companies that give Millennials opportunities to get involved will be rewarded with a more engaged and invested workforce.
Millennials are significantly more likely than their older cohorts to view employers as conduits to making an impact both inside and outside the company walls. Just as they see their jobs as an extension of their personal brands, they expect the volunteerism opportunities provided to them to be just as diverse as they are. Four out of five Millennials wish their employer would provide volunteer opportunities they could do with friends or family.
The study also provides insights into how Millennials seek information about CSR efforts. Although the average American employee views a company email as the most effective way to be reached with engagement communications, Millennials prefer to learn about opportunities from a senior leader or supervisor. They are also most likely to use social media to not only learn about efforts but also as a way to share the impact they are making at work with their broader social networks.
Source: Cone Communications