The advantages of CSR to improve your employer brand and its HR attractiveness

Engaging in a CSR approach is not only beneficial for the environment or society: it is also a real HR lever. A well-thought-out CSR policy makes it possible to attract the right profiles, to retain teams, to strengthen daily commitment and to create a more fulfilling work environment for all.

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Focus on the benefits of CSR for the employer brand

Quest for meaning, eco-anxiety, awareness... Candidates and employees are more and more sensitive to environmental and social issues. A committed company thus benefits from a positive image among candidates and its teams: it is a real lever for recruiting talent and retaining employees. For an equal position, equal remuneration, equivalent missions, company commitments can also be a real criterion for choosing one company over another.

But for this attractiveness to work, the CSR approach must still be visible, coherent and carried out internally. This requires concrete actions, but also through clear communication, especially in job offers, interviews, or even in the onboarding experience.

Some companies even choose to promote their commitments through labels or certifications (B Corp, LUCIE...), or via an employee engagement policy (volunteering, skills sponsorship, solidarity initiatives), which are very much appreciated by new generations.

Not implementing a CSR policy means risking missing out on unique talents!

For 77% of French women, a company's commitment to environmental and social matters is a priority criterion in their career choice.
- French women and committed businesses, Harris Interactive & Mouvement Impact France, 2022

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CSR, an opportunity to ensure the well-being of employees

Having an effective CSR policy is a key lever for improving quality of life at work (QVCT).

In particular, CSR can allow:

• To prevent and manage social and physical risks: limit arduousness at work, monitor the signs of burn-out and accidents at work, prevent musculoskeletal disorders.
• To improve working conditions: Anyone who is comfortable and comfortable in their workspace will be both more attached to the company but will also be more efficient and less subject to stress and burn-out.
• To ensure a balance between professional and personal life: flexible schedule, possibility of teleworking, paid leave and RTT, family support policy.

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Diversity and inclusion, an opportunity at the service of team performance

According to A study carried out by Deloitte in 2020, employees in inclusive companies achieve up to +30% in turnover per employee. The challenge of diversity in business is therefore also economic. A few main principles can be used to answer them:

• Commit to non-discriminatory recruitment: through the use of a recruitment grid based on skills alone, for example;
• Contribute to changing the way we look at disability : by respecting at least the minimum threshold of 6% of employees with disabilities;
• Promoting gender equality : around equal pay, women's access to key positions, the fight against sexism, policies favourable to parenting for both genders;
• Committing against discrimination based on origins : through a recruitment policy for people residing in Sensitive Urban Areas, for example;
• Combating discrimination based on sexual orientation and gender identity by ensuring equal treatment and rights between all employees.

Also to read: Combating discrimination in business: good practices

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CSR, an invitation to develop the employability of its teams

Employability refers to the ability of an employee to obtain or keep a job, whether in their current position or in a new one, at the same level of qualification or at an equivalent level, within their company or elsewhere. Its development favors the performance of the company - in the short, medium and long term - because it makes it possible to establish a relationship of trust with the teams.

A few must-haves:

• Supporting professional development: retain its employees by offering them support throughout their careers;
• Implement a self-assessment logic for employees ;
• Guarantee recurrent training to enable employees to improve their skills;
• Emphasize autonomy and responsibility of each and every one.

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CSR, a lever of commitment for its teams

Every company has a challenge in recruiting and retaining talent, especially in a competitive labor market context. That is why it is important for talents to be attached to the entity, share its values, and feel stimulated and respected.

According to The 2023 Medef CSR Perception Barometer :

68% of employees still see themselves working in their company in 3 years, a figure that rises to 79% in companies that have a CSR function or service.

In addition, the study on the engagement of employees of Korn Ferry (2018) shows that:

The more employees are committed to CSR initiatives, the more proud they are of their company (90% compared to 66% for an employee who is not offered an initiative). It is therefore relevant to make them actors in these approaches!

This can be translated in several ways:

• Define the purpose of the company, or the general interest ambition that it pursues, as well as the strategic framework in which it is part and the role that its employees play in its implementation.
• Mobilize its employees around CSR axes: Bringing them together around high-impact topics contributes to the improvement of overall well-being but also to an exacerbated attachment of employees to the company. Some examples of federative actions: fundraising, hygiene products, food products donated to associations, waste collection, food distribution, skills sponsorship ...

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CSR, a lever for promoting strong team cohesion

CSR and team building are two concepts that, while distinct, can be interconnected and mutually reinforcing within an organization. CSR encompasses ethical and sustainable business practices that take into account the social and environmental impact of a company's activities. Team cohesion, on the other hand, refers to the strength and harmony within a group of collaborators.

Here are a few ways in which CSR can contribute to strengthening team cohesion:

• Shared commitment to shared values : The implementation of CSR practices can help define common values within the company. These values can be used as a basis for strengthening a sense of belonging to a team that shares similar goals.
• Pride of belonging: CSR initiatives, such as participating in social or environmental projects, can create a sense of pride among team members, strengthening their commitment to the company.
• Transparent communication: Companies committed to CSR often have more transparent communication about their actions and objectives. This can foster a trusting environment within the team, thus strengthening relationships between members.
• Increased collaboration: CSR projects often require close collaboration between team members. By working together on responsible initiatives, employees can develop collaborative skills and strengthen professional relationships.
• Job satisfaction: Employees can experience increased job satisfaction when they work in a committed company. This can lead to a positive attitude within the team and contribute to cohesion.
• Mutual support: CSR actions, such as corporate volunteering programs, can encourage mutual support between team members outside of the professional setting, thus strengthening interpersonal relationships.

In summary, CSR can play an important role in strengthening team cohesion by creating an environment where members share common values, work together on meaningful initiatives, and feel proud to contribute to positive social and environmental goals.

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CSR, a tool to retain current teams

The implementation of a concrete CSR approach, which mobilizes teams, leads them to be more committed to the company and more in line with their personal values: 88% of employees believe that social commitment contributes to their desire to stay in the company (Overview of societal commitment, 2025, Komeet).

CSR makes it possible to retain company employees through several levers:

• A better team cohesion (solidarity actions in teams or solidarity team-building...)
• More than well-being at work (prevention of psycho-social risks, improvement of working conditions, better work/life balance...)
• More than diversity and inclusion (fight against discrimination, awareness-raising...)

77% of employees say they enjoy working in their company, where there is a CSR function or service, compared to only 60% in companies that do not have one.
‍CSR perception barometer, MEDEF, 2022

More than one in two young people say they want to leave their job if the company in which they work does not sufficiently take environmental issues into account.
- For an ecological alarm clock and Toluna, 2023

Also to read: Attracting and retaining talent through social commitment

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The benefits of CSR for performance and business

When CSR is implemented in a global and sustainable manner, it has the potential to significantly improve the functioning of the company by making it more efficient, more resilient and more agile. CSR is therefore considered to be a factor of earnings, productivity and financial performance for companies.

On average, CSR provides a performance gain of around 13% compared to companies that do not introduce it. (CSR and competitiveness, France Strategy, 2016)

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CSR to build stronger and lasting business relationships

CSR is a tool that makes it possible to propel the value of the brand to its customers.

The criteria for measuring the CSR of a potential supplier now weigh heavily in the award score of tenders: more than 30% for the 2024 Olympics, for example.

The regulatory context, and in particular the recent establishment of the CSRD, has led to a growing demand for information on ESG criteria in tenders. The trend has been reinforced by market developments, with investment funds targeting companies that are sustainable and committed to a long-term transformation process.

Buyers are therefore looking for visibility on the social and environmental performance of their suppliers. And if candidates do not meet the expected criteria, the implementation of a progress plan makes it possible to participate in a continuous improvement process and improves the chances of concluding a contract.

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CSR to reduce costs and risks

CSR actions can directly reduce certain costs: reduction in the consumption of energy or other resources, reduction in recruitment costs, etc.

CSR is also an opportunity to prevent certain risks: financial risks, environmental risks, human risks...

This is in particular the role of the CSR materiality matrix, a tool that makes it possible to map and prioritize CSR priorities based on:

• Expectations and needs of priority stakeholders of the company, internal (employees, managers, CSE...) as well as external (customers, suppliers, beneficiaries, investors, associations and institutional partners...)
• Strategic impacts on the business model of these CSR issues

Concretely, the materiality matrix makes it possible to combine internal and external visions on the various CSR issues in order to identify risks and “material” subjects, i.e. those on which the company will have to focus its efforts. These have a real impact on its performance and its ecosystem.

Today, creating a double materiality matrix is a legal obligation for all companies subject to CSRD.

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CSR to better meet consumer expectations and improve brand image

More and more aware and informed, French people are paying particular attention to the impact of their purchases. According to the study Responsibility, ethics and sustainability: the French, brands and the point of sale in the face of their commitments conducted by LSA for Mediacenter (2020):

Nearly one consumer out of two is ready to pay more for a responsible brand.

The concept most strongly associated with the concept of CSR is transparency on the origin of products and their traceability. A company that is transparent about its productive process (carbon footprint, employee working conditions, raw materials used) therefore shows better financial results.

27% of French people already say they are boycotting products or companies to fight against climate change. “49% could” Points to the 22nd ADEME barometer (2021).

76% of respondents could no longer buy a product or service that is contrary to the fight against the climate.

Here we can add an interesting number from Greenflex 2021 responsible consumption barometer:

85% of French people consider that companies and brands have a responsibility to act in favor of responsible consumption.

And that number is only growing. Moreover, it seems that the trend is being confirmed throughout the population and especially among all age and income groups.

CSR is the new communication and marketing tool, so don't hesitate to talk about it! Showing that you are a company aware of the climate emergency and social issues is more effective than any other advertising campaign.

However, be careful with Greenwashing, the commitment must be real - at the risk of further eroding consumer confidence since only 28% of French people trust brand CSR communication (-4 points vs 2020) according to the study Sustainable Brands 2022.

It is a virtuous circle: by strengthening its reputation, the company improves its brand image, which allows it not only to please consumers, but also to create proximity with them since it meets their expectations.

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The benefits of CSR for investors

The opposition between the social and environmental impact of businesses and profitability is less and less obvious. This fundamental trend has a direct consequence on the position of shareholders, banks and investment funds, which are now increasingly taking into account the environmental impact of their company, a vector of competitiveness and performance.

An example of regulation: the SFDR. The SFDR is a regulation that aims to promote sustainability in the financial sector in Europe. In particular, it proposes a typology to better identify assets falling under the sustainable finance.

Entered into force in 2021, asset managers are now required to disclose information on the sustainability of their financial products, and to classify their funds according to various criteria. Investment service providers should also describe how they incorporate sustainability factors into their investment decision-making process.

This new European law encourages investors to better finance the social and environmental transition. Its impact is real since according to the2024 CSR Barometer Study :

“Funders, investors and shareholders are among the Top 3 most involved external stakeholders, regardless of the size of the company. Concretely, investment funds are now subject to extra-financial reporting obligations, for them but also for the companies they finance, forcing them to start a transition trajectory but also to encourage their portfolio to do the same!”

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CSR and public authorities: the interest of impact as close as possible to the field

CSR is obviously closely linked to the question of the local impact of businesses. Local authorities like the State are therefore one of the key CSR stakeholders for any company, in particular to improve the social and environmental impact of its activity on populations who live near the places of establishment.

Through relationships with local authorities, the company will be able to maximize its impact but also benefit from indirect advantages (involvement in the strategy, positioning on public contracts, etc.).

To integrate public authorities into its CSR strategy, a few areas are recommended: promote partnerships with local suppliers, set up recruitment partnerships, redistribute part of the value created for the benefit of local associations or even implement a waste management policy with the community.

Engaging your company in a CSR approach is a strategy with multiple benefits. Not only does CSR meet the growing expectations of consumers and talent in terms of sustainability and ethics, but it also contributes to strengthening the overall performance of the company.

Adopting a CSR approach therefore represents a real opportunity for growth and sustainability for companies, in line with the major challenges of our time.

Also to read: What is CSR? Definition and history

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Do you want to go further with Komeet?

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To offer a complete solution to our partners and best meet the needs of associations, we offer a variety of engagement methods via our dedicated platform (field missions with associations, skills missions, mentoring, etc.).

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