Most businesses got their start by solving a societal problem or by offering an alternative solution. For example, modes of transportation allowed people to get from point A to point B, while Zoom brought the ability to connect and interact without the need to go to point B. Once a business is established, however, the focus has traditionally shifted to the bottom line: How much profit are we making?

That myopic focus no longer works in today’s hyper-connected society. Companies are scrutinized like never before, and everyone wants to know what kind of impact a company is having on the world. Those who are having a positive impact have better performance across the board. In the words of Larry Fink, CEO of BlackRock, “Ultimately, purpose is the engine of long-term profitability.”

Including employees in the journey is one of the easiest ways to start building a responsible brand. Here are a few reasons why you might include employee philanthropy programs in your benefits package:

  1. Employees expect it.
  2. Employees can bring their whole selves to work.
  3. Giving back can help reduce stress.
  4. Employees are more likely to be engaged.
  5. Job hunters look for it.

The bottom line is that purpose matters to today’s workforce. To build a successful giving program, however, you should keep these tips in mind:

  1. Make sure there’s internal alignment around the value of the program.
  2. Listen to and empower employees.
  3.  Get the word out.
  4. Make it fun.

Read the full article about building a workplace philanthropy program by Srinagesh Vitthanala at Forbes.