92 percent of Millennial’s believe that business success should be measured by more than just about profits.

Now that’s great to know, but the real question is how do you turn that fact into a competitive advantage, which can help your business outperform the competition.

According to Scott Moorehead and Ryan McCarty you look at Building a Culture of Good, one which focuses on weaving this culture into the companies core activities so that employees know how their work is connected to specific charitable outcomes where real people get real help.

There are many companies that have created corporate social responsibility programs that look to benefit the environment, the underprivileged or charities, but too often these are disconnected from staff, so they don’t feel engaged. They just see the CEO handing over a big check and shaking hands with the mayor, or some celebrity.

It’s good, but it doesn’t get your teams engaged and empowered, which can then benefits your company, and your customers.

With Scott and Ryan’s approach, creating a Culture of Good is about creating employee moments where it’s the employees, not just the management who get to engage with the community and get to feel the benefits and see the impact of the good deeds that are being performed.

When you take this approach, it can have a dramatic effect on your company performance through increased employee engagement, which in the case of Scott’s company helped drive revenue up by 200 percent and operating income by 490 percent, as well as reducing staff turnover by 25 percent.

So how did they do it?

Let’s start by saying it didn’t all go perfectly, there were a few mistakes and stumbles along the way.

But because the CEO was determined to create this culture of good, his authenticity and intentions shone through. This was a crucial component, in the success. Without that authenticity and intention, it could have just felt like another management fad, a gimmick which would be quickly replaced with the next flavor of the month that would have failed to get employee buy-in.

They then focused on creating ‘special moments’ for their staff. Moments where they could actually be involved in doing real good for real people and seeing and feeling the real appreciation. In the case of TCC, Scott’s company, this came in the form of school backpack giveaways. The staff got to give out 60,000 backpacks filled with school supplies to local kids to start the new school year.

The response was amazing, and there were many stories of children hugging staff and crying as they received their new backpacks. The event not only created special moments but emotional moments, ones which touched everyone involved. Such was the response that it was requested to do another give-a-way the following week.

Logistically, that wasn’t possible, but Scott and Ryan now looked to convert these special moments into a movement. Further embedding the culture of good into the company culture by providing more opportunities for the staff to give back to the community.

One such idea was to allow all staff to take two days paid leave a year to work on a local community project of their choosing, something that was important to them. Another was donations of supplies to locals schools, as well as supporting a local children’s hospital.

The movement then took on some interesting turns.

It not only increased employee engagement but soon TCCs’ suppliers and customers wanted to get in on the act. With one partner donating 100,000 backpacks for the next year’s giveaway, and customers rounding up their bills to the nearest dollar on purchases to contribute too.

Now while all this might sound expensive, the reality is that it wasn’t a significant increase beyond the companies previous charitable donations budget, they were just using those funds in a more effective and impactful way, and on a local level within their communities.

This approach was win-win-win-win. The employees became more engaged and were excited to be able to contribute to the community, which in turn improved the service levels they provided. The customer satisfaction increased because of the better service, and the community benefited from the support for kids, schools and local hospitals.

Lastly, the company benefited from the increased revenue and operating income.

If you want to know how to differentiate your company and benefit from the desire of Millennial’s to deliver more than just company profits, then take Scott and Ryans lead and Build a Culture of Good.

Scott Moorehead and Ryan McCarty are now the co-founders of Culture of Good.
To learn more check out their website or their book Build a Culture of Good.