Factors influencing employee participation in corporate social responsibility interventions : a case of AFGRI

Abstract

The study explores factors influencing employee participation in Corporate Social Responsibility (CSR) intervention at AFGRI. COVID-19 developed new working arrangements and the introduction of young people in the workplace contributed immensely towards the shift in employee volunteering programmes. amongst other social contributors. Employees in most agricultural companies. operating in rural and farming areas, are mostly excluded from the company's EVP activities compared to their head office counterparts. The majority encompass blue-collar workers that operate on rotational shift hours and or in operational settings that requires them to be present on fulltime basis. It is for these reasons amongst others. that might put employees at a low risk of being exposed to their company's CSR activities. Various factors that influence employee participation in CSR interventions were examined in this study and based on recent literature and findings.

A quantitative research methodology was employed to investigate employee participation in CSI activities. The study's findings provided valuable insights into how both negative and positive factors can be improved to enhance CSR engagement and support from employees. Key factors influencing employee participation in CSR initiatives included amongst others:

I. Leadership Involvement: Active participation and support from leadership in CSR initiatives is crucial to demonstrate the intention of the company's efforts. 2. Understanding CSR Strategy: Employees need to comprehend and buy into the company's CSR strategy. 3. Effective Communication: Clear, relevant. and engaging communication is essential to attract employees to CSR initiatives. Timely communication helps employees plan their schedules around these initiatives. 4. Recognition and Rewards: Implementing a system to recognize and reward employee participation in CSR can boost engagement and healthy competition. 5. Provision of Resources: Providing volunteering time and resources is vital for the sustainability of CSR projects and to garner more support and participation.

These elements are essential for creating a supportive environment that encourages employee involvement in CSR activities. The study offered essential recommendations with practical, implementable, and measurable actions to boost CSR engagement and participation. These recommendations included, amongst others:

I. Roadshows and Campaigns: Organising events to expose employees to CSR initiatives. 2. Inclusion in Work Cycle: Integrating CSR participation into employees' Key Performance Indicators (KPls). 3. Enhanced Company Culture: Fostering a culture that encourages participation in CSR initiatives. 4. Visible Leadership Involvement: Increasing and making leadership involvement in CSR more visible. 5. CSR Awareness and lnclusivity: Raising awareness about CSR, promoting a culture of inclusivity, and embedding strategic communication for maximum participation.

These actions aimed to create a supportive environment that encouraged employees to actively engage in CSR activities.