“The shift toward values-based employment began during the [coronavirus] pandemic, when many people reconsidered what mattered most in their lives and careers,” said Gurpreet K. Mann, a career coach with GKM Coaching.
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At Walmart Canada, CSR is part of the employee experience. Each store partners with a local food bank and associates direct $1,000 in community grants to schools and nonprofits. National partnerships with other charitable organizations also bring employees together to engage in fundraising efforts. The company said these efforts improved engagement scores, strengthened trust and generated positive social sentiment.
The Home Depot of Canada Inc. has adopted a similar model. The Home Depot Canada Foundation focuses on ending youth homelessness, contributing financial support, in-kind donations and thousands of volunteer hours.
“Giving back to our community is part of our eight core values,” says Amy Bilodeau, the employer’s senior manager of community investment. “Aligning with a cause the whole company can rally behind helps ensure impact and engagement.”
She adds these programs go beyond transactional rewards by reinforcing culture and purpose, noting when associates are encouraged to engage with their communities, they bring their whole selves to work.
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A 2024 poll by Imagine Canada found 82 per cent of Canadians said they prefer to support businesses that give back to their communities, underscoring the expectation for companies to take meaningful action.
“Employees today expect their workplace to reflect their values,” Mann added. “The organizations that get this right will have an edge in both attracting and keeping talent.”