BUILDING AN EMPLOYEE

GRASSROOTS PROGRAMCivic Engagement in

a Digital World

THE CASE FOR CORPORATE CIVIC ENGAGEMENT | 2

There was a time when companies of all kinds looked at elections with skepticism, and it was no mystery why. Political activity was considered risky. To get active in an election was to alienate key audiences. The impact on business was unclear. It was safer to simply remain silent.

This dynamic has changed dramatically. A growing and persuasive body of research suggests that people trust employers and top executives as a reliable source of information, and want to hear from them on a diverse range of issues—including on elections and public policy. Some even argue it has become a market expectation. Remaining silent, they say, is now the riskier path.

The Edelman Trust Barometer, which has studied the institutions that people trust worldwide for almost two decades, has some illuminating numbers. The 2019 report showed that almost three out of four U.S. employees (71 percent) want CEOs to respond to challenges such as industry issues, political events and national crisises. An even larger number of employees (76 percent) want CEOs to play a leadership role.

Perhaps more important, 80 percent of Americans trust their employer, far more than those who trust the government (48 percent) or the media (47 percent).

“People want solid sources of information, and employers are extremely credible,” said Jeb Ory, CEO of Phone2Action. “We see more and more companies getting involved in elections and public policy. They are not partisan. They are simply helping people participate in the process and employees appreciate it.”

The Global Strategy Group Business & Politics Study, which has examined corporate political involvement annually for the last six years, says that companies have a unique opportunity to engage audiences at election time. “Americans have an outsized appetite to take action on issues and drive change,” the study said. “They expect brands to do the same—and to engage with them as consumers and employees.”

The report’s advice? “Don’t sit on the sidelines. There is a reward for companies that take action on political and social issues and a penalty for inaction.”

A similar message was heard in a study conducted by the Harvard Kennedy School’s Ash Center. As one participant put it, “doing nothing is the real business risk now.”

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How the Election Can Jump Start Your ProgramThe Harvard study looked at eight major companies—Gap Inc., Endeavor, Patagonia, Snapchat, Spotify, Target, Twitter, and Blue Cross and Blue Shield of Minnesota—and how they engaged in the 2018 midterm election.

“We found that companies encouraging voter participation do so because senior leadership believes the effort is not only good for democracy, but also good for business,” the study said. “The business benefits described by case study participants included meeting consumer expectations for engagement in social and political issues, raising brand awareness with new audiences, and increasing employee satisfaction.”

The key for most companies, the researchers found, is to focus on boosting civic engagement and voter education, rather than taking hard positions on issues or candidates.

“Our study finds a sweet spot for firms: being pro-democracy and pro-voter, without being partisan,” the authors wrote in Harvard Business Review.

Creating a grassroots civic engagement program represents an opportunity to engage employees on a deeper level and build an enduring asset: a group of people who are taking guidance from your organization and willing to take action. The benefits are many:

• Better Engagement. Using the election, companies can engage their workforce in creative ways around issues and ideas that employees find interesting. A successful grassroots program transforms standard corporate communication into a trusted source of information.

• Increased Relevance. When companies educate on relevant and timely issues, the information provided by the company becomes an integral part of everyday conversation. Your company’s message becomes relevant beyond work.

• Stronger Advocacy. Over time, a company that is facilitating civic participation and building trust is also creating a group of advocates. These advocates will eventually be willing to provide testimonials, contact public officials and participate in other ways that are valuable to your company.

• Enhanced CSR. Encouraging employees to participate in the electoral process dovetails nicely with most CSR efforts. It represents good corporate citizenship.

TIME OFF FOR ELECTIONS Federal law does not require employers to offer time off to vote, but some companies are doing so anyway. During the 2018 midterm election, more than 300 companies signed up with Electionday.org and pledged to offer paid time off for their employees to go vote. The idea appealed to major firms like Dropbox, Lyft, Paramount and Etsy. Steve Hafner, CEO of Kayak, explained it well: “I want our team to vote. Time off will help.”

To hear more about what companies are doing do in the 2020 election, listen to our webinar on How to Drive Civic Engagement

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Corporate Grassroots in PracticeMost companies start small and focus on their employees, but the results can be significant. For example, Caterpillar conducted a voter registration campaign for its employees in 2019, offering information on how to register and get involved in the process. It attracted more than 2,000 people.

EQT Corporation, the largest U.S. producer of natural gas, has a similar interest in civic engagement and grassroots action. The company has strong community outreach programs in the states where it does business. It contributes to local fire departments and food banks; gives employees paid time to volunteer; and maintains Local Government and Community Affairs Specialists to be points of contact in local communities.

EQT wants its public affairs work to reflect that ethos when it communicates with elected officials. The core of the program is simply to provide voter

information. It starts in January of an election year by providing basics such as dates and links to resources. In 2018, for example, the company gave out magnets to employees that noted important information like primary and general election dates.

The program intensifies as Election Day draws closer, including bipartisan lunchtime candidate forums and other activities suggested by the employee committee. The company also makes election-related information available on its intranet, so that employees have a consistent resource. In the past, it has even offered employees a tour of the State Capitol.

Companies that promote civic engagement are careful to be nonpartisan and to avoid materials and events that suggest which way to vote. The efforts are informational, and many companies like Blue Cross and Blue Shield of Minnesota report positive results.

Lisa Wagor, the director of CitizenBlue in 2018, said the company has benefitted from a more active and educated workforce. “It’s been a hugely helpful edge in business,” she told Harvard researchers. “Legislators pay more attention because they know our employees are involved.”

We see grassroots engagement as an opportunity to tackle our policy challenges in a new way. Traditional government affairs only gets us so far—it’s important to have our employees, land owners, suppliers and industry supporters’ voices become part of the narrative we’re communicating to lawmakers.AUDRIC DODDSPolitical Program ManagerEQT Corporation

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The approach cuts across industries. The Harvard study highlighted Blue Cross and Blue Shield of Minnesota, an insurance firm with about 4,000 employees that has been active in voter registration for years.

The organization has run its CitizenBlue program, which is dedicated to boosting civic participation, for two decades.

The program has a coordinator who works in government affairs and an advisory committee made up of employees throughout the company.

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THE POWER OF TEXTCivic engagement programs often rely on email to send out employee reminders, but there is a better way.

Text messaging has a 99 percent open rate and conversion rates that run to double digits. When communicating with a group of employees who have opted in, it can dramatically increase engagement.

“Many of the companies we work with are moving to text because it’s far more efficient for GOTV efforts,” said Jeb Ory, CEO of Phone2Action. “The numbers are hard to ignore.”

Start With a Voter Engagement ProgramA successful grassroots program builds relationships with employees over time. It starts with providing basic information and progresses to invite more advanced participation.

Most programs start with voter registration. Encouraging employees to vote and helping them do so is a simple way to begin a helpful grassroots program. Components might include:

• Key Dates and Information. Providing accurate information on dates and deadlines, as well as links to election resources, is helpful. The extent of your efforts may be determined by the size of your organization. A company operating in one state will have an easier time than one operating nationwide. Start small, practice the art of the possible and grow from there. One possibility: get employees excited about Vote Early Day, which takes place Oct. 24.

• Email or Text Updates. Reminding employees of dates and deadlines encourages participation. Dedicated reminders, as well as mentions in established newsletters and other communiques, are generally unobtrusive and often appreciated.

• Events. Election-related events can inject fun into your program, even if they take place online as the nation copes with COVID-19. It can be as simple as a conference call to allow people to share voting stories (wait times, etc.) or as advanced as inviting candidates from both parties to speak to your employees at separate webinars. Gathering employees around the election, even virtually, makes the program more personal and therefore more engaging. Before social distancing became the norm, WME, a talent agency based in Nashville, went so far as to host a “party at the polls” featuring Sheryl Crow and Billy Ray Cyrus. This is one area where you can exercise creativity.

• Swag. Stickers, magnets, buttons and t-shirts are a cost-effective way to inject an element of fun into your program. This is another place to get creative. In the past, many organizations set up selfie stations where employees could take pictures with their “I Voted” stickers. Today, that might take place using Instagram.

• Election Day Accommodation. Giving employees time to vote during the business day shows the company’s commitment to civic participation. Some companies even offer the entire day off.

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Growing More SophisticatedCompanies that build a basic program can grow more sophisticated over time by adding components that drive deeper engagement. Here are some examples:

Issue EducationProviding nonpartisan education on relevant issues is a solid next step. It advances the program and gives your firm a voice on topics that are important both to the company and to employees. This might be as simple as a one-pager that explains all sides of an issue, or it could be as elaborate as an event, such as a lunch-and-learn webinar with a subject matter expert. The possibilities are limited only by the appetite of your workforce.

Engaging for ActionEmployers who establish themselves as a trusted resource are in a position to generate grassroots action when the time is right. Employees who interact with your company on elections and issues are primed to help when your company is trying to shape policy. Recall that the Edelman Trust Barometer showed that 80 percent of Americans trust their employer. Among those employees, the report also found that 78 percent were willing to participate in advocacy.

The election in 2020 will not only decide who controls the White House and Congress, but it will set the tone on many issues that were vital to business. The Harvard study found that many companies are finding that employees expect them to engage. As one participant put it, “there was more risk in doing nothing.”

To learn more about the digital tools your firm can use to increase civic participation, schedule time with a Phone2Action Civic Engagement expert to discuss your company’s potential.

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Story CollectionEmployees who are used to communicating with their employer around elections are often willing to take a step farther. One simple way to increase involvement is to solicit testimonials and stories. Asking employees to tell their stories shows genuine interest in their experience and is often well received. These authentic stories can then be used in a variety of ways, from motivating employees to get involved in the company’s election program

to advocacy campaigns.