Millennials learned about helping others at an early age, often through school projects focused on community service. Many Millennial leaders say they first learned their leadership skills by working on teams focused on social services or helping others. Their college applications listed community volunteer work and the accomplishments they had already achieved in their efforts to help others while making sure they were keeping up with their peers. This work of helping others continued during college as their compassion was demonstrated through their choices of summer internships and volunteerism in the local communities.
Awareness of social issues and commitment to volunteerism continue to be important values to Millennials when they are considering where they want to work and how they feel about the leaders they work with. Millennial leaders want to work for a company that has the same social responsibility values they have. Leaders in today’s organizations must recognize this community service and social awareness drive in their Millennial leaders if they want to keep them engaged and inspired in the vision of the company. Having a company social responsibility component in the mission means a lot more when part of the profits are automatically donated to a worthy cause. Another way to accomplish this can be an annual fundraiser that everyone can contribute to, either financially or through their efforts. This idea is even better if customers are involved in contributing to the efforts. One other way that Millennials can see their company and its leadership showing their concern for social responsibility is in how they allow individuals or groups to take time away from work for volunteer efforts. It can be a great show of community spirit to allow a department to participate at the food bank or in a disaster relief effort together and not make them take the time spent as vacation time.
These concerns for social responsibility are the reasons Millennials think so highly of companies that use the one for one giving model like TOMS Shoes, Warby Parker, Bombas, and BetterWorldBooks, and other socially responsible companies like Zappos and Salesforce. Many of the more established companies like GE, Cisco, IBM, and Deloitte have taken notice and jumped to the top of the lists in corporate social responsibility in order to attract Millennials.
Millennials are carefully watching how their organization handles situations involving community service and social responsibility and deciding if it aligned with their values. If it is, they are more likely to be more dedicated to the company, and if it isn’t, they will soon find another place to work.