Sarah Ford | July 17, 2014

Engage Employees By Championing Their Interests

By Chloe Sharfin

As I watched the NYC Pride Parade go down 5th avenue in all its glittery, wonderfully musical, rainbow glory, I was struck not only by the love and positive energy that filled the air, but also by the noticeable number of corporate floats bursting with employees in different colored t-shirts, tossing giveaways into the crowd. While cynics (and likely realists) would view this as a PR stunt and question the authenticity of such a gesture, I thought there was something to be said for companies who support, advocate for and stand by the side of their employees, encouraging them to fully be themselves.

At APCO Worldwide, we talk about the 4 A’s of stakeholder engagement as part of our Champion Brand model: Alignment, Authenticity, Attachment and Advocacy. When a company successfully performs against all four, it strengthens its brand and reputation, and deepens its relationships with stakeholders, contributing to the sustainable growth and long-term success of the company. This model applies to an often overlooked but one of the most important stakeholder groups: employees.

Employees, just like any other stakeholder group, have expectations for companies — and particularly for those that employ them. By sincerely aligning itself with key employee interests and advocating on behalf of employees on these issues, companies can serve as champions, increase engagement and deepen the level of mutual commitment throughout their organization.

With the global talent shortage looming and the duration of time a typical employee spends at a company declining, attracting, retaining and managing talent has become a top priority for business and HR leaders. 

>> Continue Reading

Get Our Fundraising Insights Straight To Your Inbox

Explore More Articles

Staff Accountant

March 19, 2024

Position: Staff Accountant Department: Finance Reports to: Assistant Controller Overview of the Role: America’s Charities is seeking a high-performing and dedicated Staff Accountant to join…

Read Article

Pay It Forward Day, April 28

March 7, 2024

Pay It Forward Day and it’s a day to celebrate the power of kindness and generosity. Pay It Forward Day is an international day of…

Read Article

National Stress Awareness Month

March 7, 2024

  April is National Stress Awareness Month, a time to recognize the importance of managing stress and promoting mental health. Stress is something that we…

Read Article

Get Resources and Insights Straight To Your Inbox

Receive our monthly/bi-monthly newsletter filled with information about causes, nonprofit impact, and topics important for corporate social responsibility and employee engagement professionals, including disaster response, workplace giving, matching gifts, employee assistance funds, volunteering, scholarship award program management, grantmaking, and other philanthropic initiatives.

newsletter-mock