Leading by Example: Homebuilders Inspiring Employees to Invest in their Communities

September 21, 2017 | Sherry Seaton

What a month. Harvey and Irma pummeled the coasts of Texas and Florida (respectively) less than two weeks apart, earthquakes in Mexico, wildfires in California and throughout the Northwest. Extreme weather has taken a toll on the United States and surrounding countries and unfortunately doesn’t seem to be done with us yet.

From a distance, what homebuilders and construction companies might see is an opportunity. Opportunity for company growth and a high demand for new construction and rebuilding. But a closer look reveals families who have lost everything, homes and businesses destroyed, and more money in damages than available to foot the bill.

A huge disaster calls for an equally huge and immediate response of generosity, help and financial support from those who are able. That’s exactly what we’ve seen from homebuilders and construction companies across the country.

In the aftermath of Harvey, Lennar Homes donated $1 million to the United Way of Greater Houston for hurricane relief and matched employee donations dollar for dollar. TRI Pointe Group donated $200,000 to the American Red Cross and established a relief fund for TRI Pointe Group team members, in which they matched employee donations to the relief fund.

These companies (and many others) opened their pocketbooks to invest in rebuilding the communities and encouraged their employees, who were not affected by the disasters, to do the same thing. Not only is this act of generosity good for the brand, but it’s also a smart move from a recruiting perspective. Here’s why:

1. Corporate social responsibility improves employer brand and attracts talent. This is especially true for Millennials. According to a survey, 76 percent of Millennials consider a company’s social and environmental commitments when deciding where to work, and 83 percent would be more loyal to a company that helps them contribute to social and environmental issues. Companies that are dedicated to helping others and give their employees an opportunity to participate set themselves apart from their competitors, which not only builds a strong brand, it attracts talent.
2. It boosts employee engagement. When employees feel part of something larger and more important than their day-to-day tasks, research shows they tend to be more engaged. Engaged employees are generally more loyal and more likely to recommend working for their company to others.
3. It encourages team building. Working towards a shared goal across all departments, levels and locations brings unity to employees. Working together helps improve motivation, strengthen relationships and create a sense of inclusiveness. Employees, who feel like they have friends at work, are more likely to enjoy their jobs and advocate for their companies.

Organizations that participate in charitable giving reap many benefits that exceed the value of the money donated. For homebuilders and construction companies, donating to causes that help people, whose lives have been torn apart by natural disasters and encouraging employees to do the same thing, shows a commitment to investing in the community before seizing the opportunity.