Retention is still one of HR’s biggest headaches. And as it turns out, the solution might not lie in bigger salaries, but in purpose: improved retention is one of the most significant benefits of CSR.

As we emerge from years of change, employees are placing new demands on their employers. Flexibility, fairness, and sustainability are top of the list — but so is the desire to work for an organisation that makes a positive impact on the world.

That’s where CSR comes in. Once considered a ‘nice-to-have’, today it’s a powerful lever for attracting and keeping top talent — and one HR teams can’t afford to ignore.

Why CSR matters for retention

In a crowded job market, people don’t just want a job. They want meaning. They want their day-to-day work to align with their values and to be part of something bigger than business as usual.

That’s why CSR — when done well — creates a powerful sense of pride and purpose. Great Place To Work Institute’s Power of Purpose in the Workplace report 2023 found that retention triples at companies where employees feel their work has meaning and is more than “just a job”

Employees are also becoming more selective about where they work. Aflac’s CSR Survey Report found that nearly 70% of employees say they wouldn’t work for a company without a strong purpose.

So, while CSR might once have sat quietly in a different department, it’s now a crucial part of your retention strategy.

CSR in practice: What HR can do

If your CSR strategy is buried in an annual report or limited to one-off charity days, there’s untapped potential. Today’s employees want action — and opportunities to get involved in ways that feel relevant to them.

Here are a few simple ways HR can bring CSR into the everyday:

1. Make it part of the onboarding journey
New starters should know from day one what your company stands for. Build your CSR activity into induction processes so employees immediately understand the causes you support — and how they can get involved.

2. Give people choice and flexibility
One-size-fits-all volunteering days don’t cut it anymore. Let employees support causes that matter to them. Platforms like OnHand make this easy, on-demand volunteering and climate action opportunities that suit every schedule.

3. Make impact visible
People want to see the difference they’re making. Whether it’s a volunteering hour logged or a carbon-saving challenge completed, impact dashboards and friendly gamification help reinforce a sense of purpose — and make CSR feel real.

4. Celebrate and reward participation
Shout about your CSR champions. Recognise their impact in internal comms, newsletters, or town halls. It shows your values aren’t just words — they’re embedded in the culture.

Not just retention — but reputation

When you take CSR seriously, your people notice. So do your future hires.

Employees who feel proud of where they work are more likely to stay — and more likely to spread the word. In fact, 92% of people are more likely to trust a company that supports social or environmental issues, which matters for both brand perception and recruitment.

Final thought

In 2025, CSR is no longer just a marketing tool. It’s a retention one. And it sits squarely in HR’s court.

If you want your people to stay, give them a reason to be proud of where they work. Let them take action, see impact, and feel connected to a bigger mission.

Book a demo today and explore how OnHand helps teams boost retention through CSR.

 

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