How Businesses Use Matching Gifts to Attract Gen Z Talent

In today’s competitive job market, businesses are constantly looking for ways to attract top-tier talent, and one strategy that’s gaining momentum is corporate matching gifts. These initiatives, which allow companies to match employee donations to charitable organizations, are a unique and impactful way to engage potential hires.

In particular, matching gifts resonate strongly with Gen Z, a generation known for its commitment to social causes and its desire to work for companies that align with its values.

In this blog post, we’ll explore how businesses use matching gifts to attract Gen Z talent and why these programs are crucial for building a strong, purpose-driven workplace. Specifically, we’ll cover:

• What Are Matching Gifts?
• Why Matching Gifts Appeal to Gen Z Talent
• The Role of Corporate Social Responsibility in Attracting Gen Z
• How Matching Gifts Strengthen Employer Branding
• Examples of Successful Matching Gift Programs
• Steps for Implementing a Matching Gift Program in Your Business
• Best Practices for Showcasing Your Matching Gift Program

In an era where corporate culture plays a crucial role in recruitment, businesses are leveraging innovative strategies to attract and retain top talent. Matching gifts are a growing trend, particularly among organizations eager to connect with Gen Z workers.

Let’s dive in to learn more!

What Are Matching Gifts?

Before diving deeper into how matching gifts are used to attract Gen Z talent, it’s essential to understand what they are. To keep things simple, a matching gift program is a corporate giving initiative in which companies match employee donations to eligible nonprofit organizations, typically at a 1:1 or 2:1 ratio. These programs can extend to various causes, including education, health, and environmental sustainability, making it an attractive offering for potential employees who want to make an impact in the world.

These programs have existed for decades, but their popularity has surged as employees, particularly younger individuals such as those from Gen Z, have become increasingly socially conscious. It’s no longer just about offering a salary or benefits. Now, job seekers want to know that their employer shares their values and is committed to supporting meaningful causes. Hence, matching gifts.

Why Matching Gifts Appeal to Gen Z Talent

Gen Z, defined as individuals born between 1997 and 2012, is a generation that values authenticity, purpose, and transparency. More than any previous generation, Gen Z is deeply committed to social causes.

This is evident in their choices, as statistics show that many prioritize sustainability, ethical business practices, and charitable giving when making purchasing or employment decisions.

For companies, these findings present a unique opportunity. How businesses use matching gifts to tap into Gen Z’s philanthropic mindset is a way to stand out in a crowded job market. By offering matching gift programs, companies can not only support the causes that matter to Gen Z but also demonstrate their willingness to invest in the causes their employees care about. It’s a win-win situation that strengthens the company’s reputation and appeals to this socially conscious generation.

Moreover, Gen Z is known for seeking work-life balance, flexibility, and opportunities for personal development from employers. Matching gift programs can be seen as an extension of these values, giving employees the chance to feel that their work is contributing to a greater good.

The Role of Corporate Social Responsibility in Attracting Gen Z

Corporate social responsibility (also known as CSR) is no longer a “nice to have” but a “must-have” for businesses looking to attract top talent, especially from Gen Z. For younger generations, Gen Z included, CSR isn’t just about writing a check to a charity. It’s about being actively involved in initiatives that promote social good.

Therefore, a company’s CSR efforts can play a significant role in shaping its overall employer brand. Gen Z is particularly sensitive to issues like environmental sustainability, diversity and inclusion, and social equity. A matching gift program is an excellent way for a business to show it’s serious about giving back, as it directly involves employees in the process.

When companies publicly promote their matching gift initiatives, they reinforce their commitment to the causes they support. This can improve employee morale, loyalty, and job satisfaction, as well as attract top candidates who are eager to work for a company that aligns with their values.

How Matching Gifts Strengthen Employer Branding

Employer branding is a crucial factor in attracting the right talent, especially in a competitive job market. How businesses use matching gifts to strengthen their employer branding involves showcasing their commitment to giving back and engaging employees in philanthropic efforts.

When businesses offer matching gift programs, they signal to Gen Z that they care about more than just profits. They are willing to invest in causes that matter to their employees, making the company more appealing to socially conscious job seekers. A strong employer brand built around values such as philanthropy can also enhance employee retention, as workers are more likely to stay with a company that shares their beliefs.

Moreover, a company with a well-publicized matching gift program can benefit from positive media coverage, employee word of mouth, and increased interest from job seekers. It’s an opportunity to turn employees into ambassadors for the company’s social initiatives, thereby helping attract top-tier talent.

Examples of Successful Matching Gift Programs

Several major corporations have successfully implemented matching gift programs that resonate well with Gen Z. Here are a few examples:

• Microsoft: Known for its generous matching gift program, Microsoft matches employee donations to a wide range of nonprofit organizations. The company also offers volunteer opportunities, allowing employees to contribute their time to causes they care about.

• Nike: Nike’s matching gift program encourages employees to donate to causes related to sports, physical activity, and youth development. This aligns with the company’s brand identity and appeals to Gen Z, who value fitness and community involvement.
• Disney: Disney’s matching gift program is designed to inspire its employees to give back to the community in a meaningful way. The company matches employee donations to a broad range of charitable organizations, particularly those focused on children, education, and the arts: areas that align with Disney’s brand and values.

• Bank of America: Bank of America’s matching gift program is a cornerstone of its corporate social responsibility, enabling employees to double their donations to eligible nonprofit organizations. With a focus on education, workforce development, and public health, Bank of America matches donations to causes that directly align with its mission to support economic mobility and financial literacy.

These companies have successfully used matching gifts not only to give back to the community but also to foster a culture of giving among their employees. Highlighting these initiatives in recruitment materials and on social media shows potential hires that they are committed to making a difference.

Looking for even more companies that match gifts? You can even filter career insights platforms like Levels.fyi for companies that offer this workplace benefit!

Steps for Implementing a Matching Gift Program in Your Business

If you’re looking to implement or expand a matching gift program in your company, there are several steps you can take to ensure its success. Let’s walk through them together:

1. Determine the program’s structure: Decide on the ratio of donations the company will match (e.g., 1:1, 2:1, or even more). Establish eligibility guidelines, including minimum and maximum donation amounts and the types of causes supported.
2. Choose a matching gift platform: Using a dedicated CSR platform can streamline the process and make it easier for employees to submit donations and track matching funds.
3. Communicate the program: Ensure employees understand the matching gift program and how it works. Use internal communications channels, such as email, newsletters, and the company intranet, to promote the program.
4. Track and evaluate: Regularly track the success of your matching gift program. Look at participation rates, the amount of money donated, and the impact on employee satisfaction and recruitment.

By following these essential steps, businesses can create matching gift programs that resonate with Gen Z and build a positive company culture centered around giving back. Talk about a win-win!

Best Practices for Showcasing Your Matching Gift Program

To maximize the impact of your matching gift program, it’s not enough to offer it to employees. You must actively showcase and promote the program, both internally and externally, to ensure it becomes a key part of your company culture and attracts new talent. Here are a few helpful ways that you can do so:

1. Highlight Matching Gifts as a Key Workplace Benefit

Matching gift programs are an attractive perk for employees, particularly for those who are passionate about giving back to their communities. By showcasing matching gifts as a core workplace benefit, you emphasize your company’s commitment to social responsibility and make it clear that the company values employees’ philanthropic efforts.

Make sure that your matching gift program is highlighted in all employee benefits materials and on your company’s career page. Include it in onboarding materials, benefits presentations, and performance reviews, so that employees and prospects can clearly see the value of the program. When job seekers evaluate potential employers, a well-publicized matching gift program can help differentiate your company from competitors and attract candidates motivated to give back to causes they care about.

2. Report on Matching Gift Successes

Sharing the successes of your matching gift program can create a sense of community and pride among employees, while also encouraging participation. Consider compiling quarterly or annual reports that highlight the collective impact of employee donations, including how much was donated, which causes benefited, and the number of employees who participated. These reports not only celebrate the generosity of your employees but also serve as an essential reminder of the program’s potential to drive positive change.

Additionally, you can use impact stories to humanize the program. Feature employees who have made significant contributions or highlight specific projects funded through matching gifts. Reporting on these successes helps build momentum for the program and demonstrates how individual contributions, amplified by the company’s matching efforts, can have a lasting impact on important causes.

3. Promote Matching Gifts on Social Media

Social media platforms are an excellent way to share the impact of your matching gift program and attract new employees who value corporate social responsibility. Promoting matching gift opportunities on social media allows you to reach not only your existing employees but also potential new hires who may be interested in working for a company that prioritizes philanthropy.

When done right, showcasing your matching gift program not only drives employee involvement in giving back but also strengthens your employer brand and enhances your company’s reputation as a socially responsible employer.

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Wrapping Up & Next Steps

Matching gift programs are an invaluable tool for businesses looking to attract and retain Gen Z and other leading talent. By supporting the causes that matter to their staff, companies can strengthen their employer brand and create a positive, purpose-driven work environment.

If your business doesn’t yet have a matching gift program, now is the time to start. Trust us: you won’t regret it.