Different Ways to Look at the Value of Community

If a company adds value to a community by providing employment and pays its fair share of taxes, isn’t that good enough?

Some leaders see the opportunity – and need – to use corporate resources to do more for the communities in which they operate. It’s also a terrific way to provide an outlet for busy employees to make a meaningful difference in the lives of others.

Popular corporate-sponsored efforts include:

• Cleaning up trash along the highway and/or in other defined areas (e.g. Adopt-a-Highway).
• Raising money for specific charities (e.g. United Way).
• Building homes for those who cannot afford one (e.g. Habitat for Humanity).
• Providing support to children in tough situations (e.g. Big Brothers Big Sisters).
• Helping the homeless with food, clothing, shelter, and finding a job (e.g. Coalition for the Homeless).
• Supporting deployed troops with care packages (e.g. Operation We are Here).

Such terrific efforts all come under the value of Community, one of the 17 Common Values, which is frequently labeled Corporate Citizenship.

So why would any company apply its resources to being community-oriented and/or a good corporate citizen?

A Powerful Opportunity

There are many reasons why a company may choose to invest in the communities it’s located and serves. All of them are valid.

• Providing a way for employees to “give back” which they might not do otherwise (Note: common compliant for lack of volunteering is “no time”).
• Improving employee moral (especially when situations inside the company are difficult).
• Creating an opportunity for employees to work as a team (which often proves to be more effective than other teambuilding events).
• Encouraging good moral behavior (such as: humility, sacrifice, love, giving, empathy).
• Support for personal causes of company leaders (leveraging their influence for good).
• Investing in activities that are aligned with the company’s mission and vision (this resonates with customers).
• Contributes to the goodwill of the company (this can be a real asset on the balance sheet).

One of the most powerful aspects of a company-sponsored initiative is when its employees are being paid to add value to others in the community. For example:

A company permits its employees to volunteer up to 10 hours per month of their time (or 2 1/2 hours per week) for approved causes. If 10 employees invest this time to help others throughout the month, that is 100 hours of paid time that the company has allocated away from making money to making a difference elsewhere.

That’s a significant investment!

Of course, some companies prefer to focus employee efforts on raising money for worthy causes, which is fine. But volunteering time – especially significant amounts of time – provides a much greater impact than just donating money. My personal assessment of companies that focus more on donating time vs. money suggest they are more serious about community involvement than others.

What’s truly important to a company is evidenced by the way it defines the value of Community.

Example Definitions

Here are a few positive definitions of this value.

• Comcast: Community Investment – We empower our communities by investing in local organizations, developing programs and partnerships, and mobilizing our resources to connect people and inspire positive and substantive change.
• Marathon Petroleum: Corporate Citizenship – We work to make a positive difference in the communities where we have the privilege to operate.
• Walgreens: A strong community commitment and presence built through service, expertise, and the personal engagement of every Walgreen team member.

Other companies seem to place specific emphasis on obeying the law (I have no idea why it’s important to state this):

• HollyFrontier: Corporate Citizenship – We obey the law. We are committed to promoting sustainable social and economic benefits wherever we operate.
• Oshkosh: Citizenship – We obey the letter and spirit of all laws of all the countries where we do business. We do our part to make our communities, and our world, better places to live. We respect our environment.

In addition to sharing employee talent, a few include a focus on giving back some of the company’s wealth:

• BorgWarner: Responsibility to Our Communities – BorgWarner is committed to good corporate citizenship. We strive to supply goods and services of superior value to our customers; to create jobs that provide meaning for those who do them; and to contribute generously of our talents and our wealth in the communities in which we do business.

However, adding too many elements to the definition can create confusion. Where does it end?

Cluttering the Definition

Within the definitions of the value of Community, there tends to be a fair bit of crossover with other values, especially Environmental Care. Two such examples:

• Hess: Social Responsibility: Being a Trusted Partner – We are committed to meeting the highest standards of corporate citizenship by protecting the health and safety of our employees, safeguarding the environment and making a positive impact on the communities where we do business.
• Ingram Micro: Social Responsibility – We partner with our customers and suppliers to minimize our joint impact on the environment. We are responsible, active citizens in our communities through involvement, volunteerism, and charitable giving.

To me, it seems that such companies are simply using the value of Community as a collection basket for other common values, such as Safety, Environment, and Responsibility. Where’s the difference in that?

—————————————-

Bottom line: The value of Community can be a powerful value that not only benefits members of the community; it also benefits employees, customers, and shareholders. But to maximize its potential to be a positive force inside and outside the company, it’s better not to clutter the definition with other values.