Corporate Social Engagement: What It Means for Healthcare Brands-韦德注册登录ios版

What do toothpaste, beer, shoes and hospitals have in common? A mission to do good. If you have been watching television or online ads lately, 你可能已经注意到，越来越多的公司将企业社会责任融入到他们的品牌中. Corporate social responsibility 指参与有益于社会的活动的商业行为. However, it is often viewed as a corporate-driven, top-down, 与公司使命无关的义务.

Thanks in large part to the influence of Millennials (those born between 1980 and the early 2000s) in the workforce, 企业社会责任正在向一种更容易接受的方式转变 corporate social engagement—a thoughtful, 使命驱动的方法，将公司和员工团结在一起，产生更大的社会影响.

虽然企业用支票支持慈善组织由来已久, 从历史上看，真正吸引并激励员工参与到这项事业中来的努力一直乏善可陈之见. 直到最近，参与度才成为寻求建立品牌的公司的一种期望, improve customer loyalty, and attract and retain talent.

In fact, 联合利华是一家代表世界上最知名品牌的营销公司，它在自己的品牌定位中加入了社会目的, even making it their primary brand platform.

This shift in advertising has been quite apparent, with companies promoting their causes rather than their products. For example:

你可能已经看到了高露洁牙膏最近用超级碗50来强调节约用水的必要性和价值. In its 30-second television spot, 该公司鼓励人们在刷牙时关掉水龙头，以“珍惜每一滴水”.”
Stella Artois, a Belgian beer company, launched their “Buy a Lady a Drink” 这是一项旨在结束妇女取水之旅的新倡议.
TOMS® has long promoted itself as a “One for One” company. As explained on the company’s website, every time a TOMS product is purchased, TOMS helps provide shoes, sight, water, 向世界各地有需要的人提供安全分娩和/或防止欺凌韦德注册登录ios版下载.

It is not hard to see the trend. 千禧一代正在推动以维持世界为重点的消费经济——他们的影响力也在增长. 千禧一代作为一个整体已经超过了婴儿潮一代，成为美国最大的在世一代, according to the U.S. Census Bureau. And in 2015, with 53.据统计，500多万千禧一代成为美国劳动力的最大份额 Pew Research Center.

So how does all this fit in with healthcare? Hospitals and healthcare companies by nature have a mission to do good. 利用社会责任作为品牌平台是一个时机成熟的机会. Like the companies featured above, 医疗机构可以将企业社会参与作为建立品牌的策略, fostering loyalty, and enhancing recruitment.

Corporate social engagement as a brand and loyalty strategy

千禧一代选择那些致力于改变世界的公司提供的产品和韦德注册登录ios版下载.

In fact, a recent Nielsen survey 调查发现，全球60个国家55%的在线消费者愿意为那些致力于对社会和环境产生积极影响的公司提供的产品和韦德注册登录ios版下载支付更多的钱. Consumers 世界各地都在大声明确地说，一个品牌的社会目的是影响购买决定的因素之一.

Consumer attributes common among Millennials include:

Active and highly participatory
Value corporate affiliation with a social cause
Seek brands with benefits beyond the bottom line
Believe companies and individuals should work together for greater social impact
Want to be actively engaged to do good in the world

Healthcare is about engaging consumers and gaining lifetime loyalty, in part, 通过分享你的卫生组织如何让世界变得更美好的故事, healthier place. 医疗机构可以通过公益营销来推动品牌亲和力，从而扩展其品牌平台.

Corporate social engagement as a recruitment strategy

A 2014 Bentley University study of more than 3,100人发现，千禧一代对进入商界并没有他们应有的热情, considering the demand for them in the workforce. 这在一定程度上可能是因为千禧一代对传统企业有负面看法. 因此，千禧一代表示，他们会寻找那些致力于社会责任的雇主:

85% prefer to work for a socially responsible or ethical company
95% prefer to work for a company with a positive corporate reputation
91% prefer to work for an employer based on social impact efforts

We are just beginning to see the Millennial influence in our workforce. 什么东西现在生根发芽，很可能会生长、传播和繁荣——它不是昙花一现. 毕竟，年龄最大的千禧一代仍处于职业生涯的早期阶段. 如果他们没有带来重大变化，因为他们继续加入劳动力市场，并晋升到有影响力的职位，那将是令人惊讶的. With the healthcare industry facing an impending workforce shortage, 医疗机构可以通过激励员工成为忠诚的员工来吸引和留住有才华的员工, 品牌大使和消费者只要做他们想做的事:改变世界.

Infusing corporate social engagement into your brand

企业社会参与不仅仅是捐款. 它必须对员工有意义，而且事业必须与组织的使命有关. Without a strategy for corporate social engagement, 员工可能会与事业脱节，对使命失去兴趣. Based on my experience, 最成功的企业社会参与策略包括一个三方的方法, 为员工提供选择:为企业赞助的事业捐款, joining a corporate-sponsored community initiative, 和/或通过企业赞助的社区韦德注册登录ios版下载将护理延伸到社区.

Using this strategic approach in a purposeful, 使命驱动的方式将使您的卫生组织做的不仅仅是提供护理, 韦德注册登录ios版下载或产品——它将让员工成为品牌大使，他们乐于成为组织的一部分，并建立一个超越其核心韦德注册登录ios版下载的品牌. As a healthcare marketing strategist, 我认为医疗行业建立企业社会参与品牌平台的可能性是无限的. Enlist your employees to expand your corporate footprint by giving, 加入和韦德注册登录ios版下载，以便在你的社区中产生诚实的影响.