Somnath Bhagavatula, VP-HR, India & APAC, AtkinsRéalisSomnath Bhagavatula, Vice-President of Human Resources - India & APAC, AtkinsRéalis, highlights the company's commitment to Corporate Social Responsibility (CSR) and its impact on employee engagement and brand value.
In the modern corporate landscape, research has shown that employees, particularly Millennials, are seeking more meaning from their jobs and are drawn to companies that align with their values. Indeed, according to a study by Cone Communications, 91% of Millennials would switch to a brand that supports a social or environmental issue they care about. Against this backdrop, Somnath Bhagavatula, Vice-President of Human Resources - India & APAC, at AtkinsRéalis, discusses the company's commitment to CSR and its impact on employee engagement and brand value.
How did AtkinsRéalis come to the hypothesis that involving employees in CSR activities would enhance overall employee engagement?
At AtkinsRéalis, our commitment to social causes in India has been steadfast since the inception of our Global Technology Center (GTC) in 2008. What started as an employee-driven initiative gradually evolved into a deeper organisational commitment to societal contribution. The COVID-19 pandemic was a turning point, revealing the deep passion and interest our staff, and people in general, have for social responsibility and kindness.
During the pandemic, our Corporate Social Responsibility (CSR) team took significant on-the-ground actions, such as distributing food kits, coordinating medical supplies, and donating ambulances. These efforts were met with widespread appreciation and led to the realisation that CSR initiatives not only strengthen staff connections but also have a positive impact on the community. This, in turn, attracted interest from potential partners keen on collaborating with companies aligned with these values. We have also been instrumental in supporting our employees' passions for engineering a sustainable future for the planet and its inhabitants. As a leading design, engineering, and project management consultancy, we are acutely aware of the pressing challenges facing our planet and are dedicated to engineering a better future for its people.
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Was the focus on employee engagement through CSR influenced by findings from employee pulse surveys?
Yes, we've noticed that the more we engage in such activities and initiatives, the more staff involvement we attract. For instance, a survey by one of our employee resource groups in 2017 revealed that 45% of our employees were particularly interested in environmental issues. This was a pivotal moment, as many employees expressed their eagerness to contribute to environmental causes as part of our engagement efforts. In our annual employee engagement surveys, we consistently include questions about our sustainability initiatives. The feedback and scores from these surveys are instrumental in refining our commitment to being a purpose-driven organisation.
Our 2023 VOX survey results in India showed a remarkable 89% of employees believe that AtkinsRéalis is an organisation with a strong sense of purpose. Specifically, 87% feel that our purpose inspires their day-to-day activities, 83% recognise our reputation as a champion for sustainability, and an impressive 90% are well-informed about our endeavours in sustainability and Environment, Social and governance (ESG). These results validate our efforts in engaging and inspiring our workforce in meaningful ways.
This year, we've seen an over a hundred-person increase in volunteers, bringing our total volunteer strength to over 250. Our newly onboarded graduates are particularly keen to engage in our CSR programmes. We've also introduced volunteer days to further encourage staff participation, which will assist us in more effectively measuring the impact shortly.
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How have your CSR initiatives contributed to the employee retention goals?
At AtkinsRéalis, our CSR initiatives play a crucial role in fostering a culture of value and engagement, significantly empowering our employees. We strongly believe in the positive effects of voluntary community involvement. It not only facilitates connections among staff but also offers opportunities for them to collaborate closely with our leadership in an inclusive, barrier-free environment. This approach acts as a powerful motivator, instilling a strong sense of belonging to the organisation.
Our volunteer activities extend beyond mere community service; they are avenues for personal and professional growth. Employees are involved in decision-making, pushed to step out of their comfort zones, and tasked with responsibilities that enhance self-confidence. For example, our afforestation drives require small teams to lead, manage, and execute tasks effectively. These experiences not only aid in their professional development but also boost their confidence, leading to more mature decision-making.
Over the years, we have observed a marked increase in the sense of purpose among our employees. Our data indicates that those engaged in CSR activities and aligned with the organisation’s purpose are more likely to have extended tenures with the company. This impressive retention rate reflects the pride and fulfilment our employees derive from participating in our social impact initiatives.
We are currently developing a method to effectively quantify the increase in job applications resulting from our employer branding efforts. This will involve assessing the quality of CVs received, the employee referral rate, and other relevant metrics. Notably, our branding efforts have led to a significant 46% increase in visits to our career site, indicating the effectiveness of our social media strategy, which leverages user-generated content (UGC) tailored to our business needs.
How has your approach to CSR enhanced the company’s brand value in attracting talent?
At AtkinsRéalis, our CSR objectives are centred around providing equitable access to quality education. Our social impact programme includes initiatives focused on nurturing the next generation of talent, as well as promoting ESG principles and Equality, Diversity and inclusion. Over time, we have collaborated with government schools and colleges to donate computers, establish computer and science labs, and provide employability training through our Academia Program. We've supported teacher training programmes, and education sponsorships, and conducted numerous afforestation drives, all of which have significantly enhanced our brand visibility.
Furthermore, the ‘AtkinsRéalis Academia: Building Bridges’ programme, launched in 2021, is dedicated to offering industry-relevant training to students from lower socio-economic backgrounds. This initiative has not only created a new talent pipeline but has also enabled us to offer employment opportunities within our organisation to these students.
Has the implementation of this programme led to an increase in job applications?
Our organisation's culture is deeply rooted in a clear purpose and an authentic employee value proposition, which plays a crucial role in retaining, motivating, and inspiring our team. Having been recognised as a Great Place to Work in India for three consecutive years, our goal is to become the 'Employer of Choice' in our sector.
We are currently developing a method to effectively quantify the increase in job applications resulting from our employer branding efforts. This will involve assessing the quality of CVs received, the employee referral rate, and other relevant metrics. Notably, our branding efforts have led to a significant 46% increase in visits to our career site, indicating the effectiveness of our social media strategy, which leverages user-generated content (UGC) tailored to our business needs.
What metrics do you use to measure the impact of your CSR programmes?
We are in the process of establishing precise metrics to evaluate the impact of our CSR initiatives. Over the past year, our efforts have been substantial, with over 700 computers donated to more than 40 schools, benefiting over 5,000 students. Our educational sponsorship programmes have reached over 1,000 students and 500 teachers, promoting quality education. Through the AtkinsRéalis Academia initiative, we have trained over 60 students, with a significant number being employed within our organisation.
The impact on our staff and their active participation in community projects has been significant. This year, we've seen an over a hundred-person increase in volunteers, bringing our total volunteer strength to over 250. Our newly onboarded graduates are particularly keen to engage in our CSR programmes. We've also introduced volunteer days to further encourage staff participation, which will assist us in more effectively measuring the impact shortly.
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Are there any performance implications of CSR activities? Are they linked to standard Key Result Areas (KRAs)?
At our organisation, CSR is considered a voluntary endeavour and is not currently integrated into the Key Result Areas (KRAs) for our employees. However, we highly value and acknowledge the commitment and efforts of those employees who actively participate in CSR and other social initiatives. Our leadership team is strongly dedicated to promoting CSR throughout the organisation and has included it in its annual objectives.
In recent years, we have observed a significant increase in employee engagement with our CSR programme, with a 50% rise in participation. Currently, 30% of our staff have been involved in at least one social initiative activity in the past year.
About the author: With a professional history exceeding 25 years, Somnath Bhagavatula has established himself as a seasoned HR professional, having navigated various roles in multinational corporations (including GlaxoSmithKline and HSBC) and a gamut of HR roles across multiple geographies.
