At SAP, social engagement is part of our company vision. Everything we do – from developing software to connecting companies though our network – is done to advance our mission of helping the world run better and improving people’s lives.
Sound too altruistic? Not so fast. There’s also three compelling business reasons why every company should have a purpose and actively encourage social engagement among employees.
Purpose-driven and value-oriented organizations outperform their competition 15 to 1. One common area of focus helps unite every initiative, every team and every employee toward one common goal. It’s the difference between “managing” people to a defined objective versus “mobilizing” them toward something bigger. These kinds of measurable business results are bound to resonate with shareholders, proving that investing in your purpose – and weaving it into the DNA of your organization – is an investment worth making.
Research tells us that consumers seek brands that are socially and environmentally responsible (84%) and linked with a cause (90%). Google’s mission is to organize the world’s information, and make it universally accessible and useful. Is that the reason millions of people use Google search and mail and tools every day? Probably not. But it does make a difference to know that every product in the company’s portfolio is developed to get one step close to helping the world’s population.
Finally, your employees seek purpose too. As the workforce gets younger, being a purpose-driven business is important to recruiting keeping talent. In fact, 62% of millennials want their careers to have a positive impact on the world. When there is enhanced meaning to your employees’ work, it creates a richer and more rewarding work environment. Social activities like volunteering and donations positively contribute to how your current and potential employees view your company.
However, what I find most satisfying is the creative environment that having a purpose-driven company fosters. It opens the door for ideas that spark movements. it provides the foundation to generate ideas that are so big, they almost seems out of reach. Companies with a purpose know these “pie in the sky” ideas are the ones that are the hardest to turn into reality, but also so extraordinarily exhilarating when you actually do.
At SAP, we are proud to be a purpose-driven business. We are even more proud to be the sponsors of one recent “pie in the sky” idea that stemmed from one of our passionate employees. An idea that is generating not only discussion around the refugee crisis happening now in Europe, but raising money for the UN Refugee Agency so they can assist the hundreds of thousands of refugees fleeing their homes and looking for a new life.
The One4 Project is an extension of SAP’s vision to help the world run better and improve people’s lives. It’s an easy concept really: The One4 Project symbolizes the exponential power of one by encouraging people to download the Imagine Dragons’ newly released song “I Was Me,” now available exclusively on iTunes worldwide at iTunes.com/IWasMe. Apple, KIDinaKORNER/Interscope, and Imagine Dragons will donate their respective proceeds to the UN Refugee Agency (UNHCR). Further, SAP will also donate USD 10 cents for every download up to the first 5 million downloads from iTunes.
Since it launched on October 12, the social media response, particularly on Twitter, has been amazing. People of all ages from around the globe are not only downloading “I Was Me” from iTunes, but posting their images on Twitter, Facebook and Instagram alongside the thousands of other people who are eager to show that they too we are #One4 changing the world – one person, one act and one download at a time.
Personally, I am #One4 YOU — spreading the world, driving change and caring about the hundreds of thousands of people who just like you and me, want a safe world for us to live. What are you #One4?