The Great Resignation marked a fundamental shift in the way employees think about their work-life priorities, values, and what they want from their employers. The COVID-19 pandemic and the sociopolitical movements of the past three years disrupted many norms, leading employees—and job seekers—to reevaluate employers’ commitments to corporate social responsibility, particularly in areas of DEI and charitable giving.
That’s not to say that corporate philanthropy wasn’t important before. However, it has assumed much greater significance in the wake of the Great Resignation. We now see that employees expect employers to focus on employee well-being, be more transparent in business practices, act sustainability, and support and sometimes participate in social and charitable causes.
To remain competitive in the labor market and boost employer brand, businesses are broadening their corporate philanthropy practices by getting involved in a wider range of causes that resonate with their workforce. Employees and job seekers alike want to work for organizations that align with their own values and beliefs, so it’s important employers clarify what their values are and how they go above and beyond to make a difference in the communities in which they work.
Employees are more likely to feel a connection with their work and their company when they perceive that their efforts are contributing to a larger, meaningful cause. According to a McKinsey report, when employees feel that their purpose is aligned with the organization’s purpose, it leads to stronger employee engagement, heightened loyalty, and a greater willingness to recommend the company to others. From skills-based volunteering programs to corporate giving strategies, employees who engage in philanthropic activities experience heightened engagement levels, increased job satisfaction, and a greater sense of teamwork. Of course, we know that greater engagement means greater business results.
Additionally, we also see that people are more inclined to do business with organizations that are ethically conscious and make positive contributions to society. Business leaders, therefore, need to show that they are not only after profit, but also want to make the world a better place.
When I joined G2 in 2019, one of the aspects of our employer brand that appealed to me the most was G2 Gives, the corporate philanthropy arm of our company. G2 Gives was started in 2017 and was born out of an idea by our SVP, Product R&D Operations Marty Duffy. Until that point, G2 had been asking people to write reviews about the software they used in exchange for a gift card.
But Marty saw how much we were spending and investing in Amazon, Starbucks, and Visa gift cards for thousands of people to incentivize their time for leaving an honest review. It was a big number to say the least. So he asked: “What else could we do with that amount of money? What if instead of giving a $10 gift card for every review, we started making a $10 donation for a review?” With the support of leadership and a small but dedicated team to get it off the ground, G2 Gives was born and launched!
Since 2017, G2 Gives hasn’t looked back. It’s grown leaps and bounds and we are tremendously proud of the tangible and measurable effort G2 Gives has had. Today, we now have 11 pillar partners that cover the range of interests and causes that are important to our global team—from local organizations like Angels Orphanage in Bangalore, India to My Block My Hood My City in Chicago to global organizations like OutRight Action International and World Central Kitchen.
Today, we have some truly exciting news to share about G2 Gives. Last month, we hit a big milestone with G2 Gives. We have now officially raised over $1 million dollars in donations via G2 Gives reviews!
Keshav Pushadappu, a User Comm Specialist here at G2, oversees our G2 Gives reviews charitable campaigns and has helped us reach this incredible milestone. Keshav says, “My responsibilities include setting up landing pages for G2 Gives campaigns and sending out the information on the donations after the end of each quarter, so I see how well the campaigns contribute to great causes. I believe that charitable initiatives allow businesses to contribute to social causes and make a positive impact on different issues.”
Evolving beyond review campaign donations for greater contributions with global reach
Although G2 Gives was born out of our review campaigns, it’s since evolved into a much wider and more encompassing corporate philanthropy program—much of it driven by our employees and leaders who lean into our PEAK value of Kindness.
Corporate philanthropy is not just about giving money. It's about companies leveraging their resources, in-house talent, and influence to make a meaningful difference in society. This philanthropic approach needs to be aligned with the company's mission and core values, ensuring the effort is authentic and resonates with employees. Thats why, in addition to reviews campaigns, G2 Gives now also includes:
It’s our regional teams that have really made a big impact on our internal work culture and help make our work at G2 a truly rewarding experience.
In India, I have the pleasure of leading the efforts for the APAC. When I joined G2 I got an opportunity to kick start G2 Gives for the APAC region and still help lead the initiatives today. One of the most recent events we held was during our APAC region annual gathering. It was called “The Resilience Paragon: Embracing Strength Amidst Turbulence“ and led by Arushi Seth, CEO of Trijog — our employee assistance program in India. I was thrilled to be able to help put together this discussion about mental health and strength and during tough times.
For me, serving humanity and the environment is an important way for companies to cater to and leave their mark on society. It is a dynamic and integral facet of modern business practices, embodying an organization's commitment to contributing positively to societal and environmental well-being. It extends beyond the conventional bottom line, emphasizing a company's responsibility to operate ethically, sustainably, and with a genuine regard for the communities it serves
In the U.S., Mara Calvello leads efforts for the AMER team including, most recently, fundraising for Breast Cancer Awareness month. “As soon as I joined G2 Gives, I knew I wanted to focus on G2 Goes Pink. This initiative raises money for the American Cancer Society throughout October for breast cancer awareness. My aunt was diagnosed with Stage 4 breast cancer in 2012, and after being in remission for ten years, she’s again fighting this disease. Anything I can do to raise money so that women (and men!) can feel supported and seen is worth my time and energy. I’m proud to say G2 Goes Pink 2023 was a huge success, as G2 employees raised over $1,100 for the American Cancer Society, which will go towards continued research to find a cure.”
For Mara, charity and philanthropy is an important way for companies to define and differentiate themselves. “I think companies have a larger footprint when they stand for something. It makes a more significant impact when a brand is philanthropic and donates its time to causes that mean the most to its employees. It also sets the tone for other businesses within the industry to see and want to follow our lead.”
In London, William Spilsbury, Jade Cass,and Michael Lydon leads efforts for the EMEA team. The EMEA G2 Gives have taken on a number of causes including mental health and supporting older people by working with Age UK. One of the team’s favorite volunteer activities is Techy Tea Time with Age UK where G2ers spend time with older people to answer technology questions and help with technology challenges while enjoying tea, coffee, cakes and a friendly chat. This month, the EMEA team has formed a dodgeball team in support of Movember.
For Will, it’s a balance of business and doing what is right. Will says, “By giving back, we help create a more equitable and compassionate society and workplace. We can also build goodwill and foster positive relationships with stakeholders and peers. It’s important that we look beyond ourselves to give time back to help and support those outside our network.”
G2 Gives is the best of both worlds. Not only are we making a difference and helping transform the world, we are also building an environment where our employees find deeper engagement and meaning with their work.
We hope that G2 Gives can serve as an example of social responsibility, business leaders can positively affect their organization's culture, strengthen their brand, encourage employee loyalty, and build trust with consumers.
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