The Impact of Charity on Employer Branding

In the 21st century, an employer’s brand is no longer associated solely with salary and career growth. More and more candidates are choosing employers based on the values they promote, the role they play in society, and how they act in times of crisis. This is where charity and corporate social responsibility (CSR) come to the forefront. They are no longer peripheral activities but integral parts of HR strategy, marketing, communications, and brand management. Successful companies understand that their ability to attract, retain, and inspire employees directly depends on how honest and impactful their social position is. How this works in practice is explained by Larisa Onipko, Head of the “HR Brand Award Ukraine”, and Kira Syrotenko, CEO of the charity foundation “Blagomay”.

Charity as Part of Business Strategy

A company’s attitude towards society has long affected more than just its reputation — it influences employee engagement and motivation. In this context, charity has a deeper meaning than simply financial aid. It’s a way to express company values, show a stance on important social issues, and connect with those who share these views: employees, candidates, partners, and society at large.

This approach aligns with the concept of Corporate Social Responsibility (CSR) — not as a PR move, but as a strategic business management approach that combines economic goals with responsibility to people, society, and the environment. According to ISO 26000, CSR includes transparency, legality, ethics, human rights, environmental awareness, and community support.

“In such a system, the employer brand becomes an indicator of a company’s real actions. When employees see a consistent, conscious social stance, they tend to show more loyalty, become emotionally engaged, and act as brand ambassadors. CSR and charity are part of the reputational capital that builds trust both inside and outside the company,” says Larisa Onipko, Head of the HR Brand Award Ukraine.

Trust, Loyalty, and Brand: How Charity Changes the Game

Generation Z and millennials — the current and future backbone of the labor market — are less and less focused on salary alone. According to Harvard Business School (2023), 94% of Gen Z expect their employers to actively participate in social and environmental initiatives, while 83% of employees (Zipdo) would consider quitting if a company ignores CSR principles.

A study by Porter Novelli shows: 92% of employees in companies with a clear social mission are willing to recommend their employer, and 90% report increased motivation. This directly impacts team stability, lowers turnover, and reduces recruitment costs.

Global trends support this connection:

• 77% of consumers prefer socially responsible brands (HBS Online);

• 73% of investors factor CSR into their decision-making (HBS Online);

• 70% of job seekers consider a company’s social stance when job hunting, and 38% say it increases their loyalty (Deloitte);

• Employees involved in CSR initiatives have a 50% lower risk of quitting (Forbes/London School of Economics);

• Systematic CSR improves employee retention by 35% (Zipdo).

CSR is already integrated into the business strategies of 68% of S&P 500 companies. It helps strengthen reputation, build trust among customers and partners, and increase employee satisfaction. The conclusion is clear: employees stay where they share the company’s values and are genuinely proud to support its name.

Charity in Action: Ukrainian and Global Cases

Modern corporate charity takes many forms — it integrates into HR processes, strengthens corporate culture, and builds emotional bonds between the team and the business. Ukrainian and global cases confirm this.

For example, MacPaw has already donated over $5 million through its own foundation — a case of direct financial support. Uklon engages employees in social initiatives, such as supporting a mobile clinic for HIV-positive children, fostering a culture of volunteering. HURMA Academy holds charity webinars that raise funds for the Ukrainian Armed Forces, blending professional expertise with civic action.

Global companies also show culture-embedded strategies. Salesforce launched the “1-1-1” model: 1% of profit, product, and employee time goes to charity. This approach sparked the global Pledge 1% movement. SAP runs the SAP Social Sabbatical program, where employees temporarily work with non-profits, applying their skills to create tangible social impact. At Unilever, the Positive Beauty program combines eco-friendly packaging with women’s empowerment in developing countries — helping the company increase employee engagement by 12% in just one year.

“For many companies, supporting social initiatives has already become part of their corporate culture. Businesses are increasingly approaching charity strategically — with clear goals, measurable outcomes, and active team participation. This gives people a sense of working not just for profit, but for shared meaning. Such engagement builds emotional cohesion and allows companies to express their values both externally and within the team,” notes Kira Syrotenko, CEO of the Blagomay Foundation.

These activities are not expenses — they are investments in corporate culture, emotional connection, and team value alignment.

Social Responsibility by the Numbers

Beyond image-building, CSR delivers measurable economic benefits:

• Employee turnover — replacing one worker costs 50–200% of their annual salary, so reducing turnover brings direct savings.

• Productivity — Gallup reports companies with high engagement see 2–2.5x higher earnings per share (EPS).

• Reputational capital — companies with active CSR see 33% higher employee engagement, 19% higher NPS (willingness to recommend), and up to 25% more long-term profit.

Social responsibility is no longer a bonus or PR element — it’s a critical factor in competing for talent, customer trust, and team loyalty. Companies that sincerely invest in CSR and charity build strong employer brands, reduce turnover, enhance their reputations, and create real value for society. And that value becomes especially meaningful when people come together to save lives.

In 2024, the HR Brand Award Ukraine and the Blagomay Foundation partnered to pursue a major goal — raising funds for a neonatal resuscitation vehicle for Kharkiv, where such aid is urgently needed.

“When a premature baby is born, sometimes every minute counts. Only fast transport to a perinatal center can save that tiny life. A neonatal ambulance is critically important — especially in wartime, and especially for front-line Kharkiv!” — Nana Pasiieshvili, Director of the Kharkiv Regional Perinatal Center.

This is more than charity — it’s collective action that saves lives. And everyone can contribute: donation details available via the link.