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Employer branding: does Gen Y want CSR?
July 15, 2009, 3:36 pm
Filed under: 1 | Tags: , , , , , ,

PR is lovely. It allows companies to make newsflashes of ‘insight’ into topics ‘we have little to no understanding of’ (ie. Gen Y**) and promote themselves in the process.

Recent example: Morgan Stanley’s report by a 15 year old intern on why teenagers don’t use Twitter.

Let’s just ignore the fact that I’ve seen umpteen posts saying exactly the same thing from ‘Gen Y’ blogs. I think a more sensational headline might have been ’15 year old interns handling affairs of global financial management company’.

Like I said, PR is lovely.

This brings me to my original question: does Gen Y really look for CSR when choosing an employer?

…because according to headlines from several large companies, this is a key requirement tabled by ‘Gen Y’ in interviews.

Is this really true or just a marketing stunt?

  1. It allows the company to grab a headline
  2. It makes students think that if everyone else is aware of it maybe they should be too
  3. A further 250 words can be devoted to the company’s CSR efforts

[Let us note at this point that just because a story has been used for marketing purposes, it is not necessarily made up – the Morgan Stanley case demonstrates this.]

However, as a blanket statement, I don’t think you can say that ‘Gen Y’ feels CSR is important in an employer.

Rants on the general nature of the term ‘Gen Y’ aside, at the moment those just graduating or in junior roles are mostly just glad to GET a job. Many will not have the option to ‘choose’ their employer, and they will rank pay and job description higher than CSR in importance. It only comes into play where all else is equal. (Not that it’s so black and white – it’s usually that we like the brand more from the impression we get.)

This is something we’ve seen from before the GFC, though. Unethical corporate behaviour can be a disincentive, but proactive CSR strategies mostly only aid HR in forming company culture.

Not to say that CSR is not important – as a generation we are more aware of environmental issues hearing about a brand doing ‘good things’ can leave us with a better feeling.

But from talking to a variety of people, there is only a select group to whom CSR is very important. They’re generally highly educated, grew up with volunteer work or come from a religious educational background. Caring about issues like sustainability or human rights often coincides with a dedication to studies and long-term results. If they form part of your target market for candidates then your employer brand will benefit from an extensive CSR program.

Me personally? I wouldn’t feel comfortable working for an unethical employer and would much prefer to go for a job where I have the opportunity to continue making an impact on causes I believe in. Quite a few friends are the same. But I know we’re definitely not the majority.

**Irony fully intended.


6 Comments so far
Leave a comment

There are 1,000 things that could be said about this subject.

I’ll say this:

The Baby Boomers grew up in the time of free love, hated ‘the man’, and were going to save the world. How did that turn out? I think Gen Y has a similar thing going on.

Comment by matthazel

Thanks for helping to inspire this post, btw 🙂

True, we’re young and idealistic, but I’m seeing more opportunities for the young and idealistic to become corporate and idealistic – let’s see how it turns out!

Comment by katherineliew

Um…what is CSR? Or GFC?

Comment by Scott Messinger

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