A look at how client involvement in social value can benefit business.
A focus on social value is not just a responsibility, but a testament to a company’s commitment to community welfare. Our clients are setting the bar high by actively engaging in our volunteering days, charity events, and social value initiatives. This case study will look at how we create client collaboration in our social value events in order to support our resource requirements as we grow. Client involvement supports local communities, but also contributes to their own social value ambitions and impact.
Background
We have always had a culture of creating social value since the business was started, and there has recently been a sharpening of focus in this activity and a drive to do more. We have therefore needed to find a greater number of volunteers in order to support the growing number of events. A recent emphasis has been on client collaboration. This provides opportunities for our clients to increase their social value contribution and build partnerships, while supporting our communities and creating better places for all.
In collaboration with St Mungo’s, we recently organised a pamper event for International Women’s Day in March 2024. This was an event for those that use the St Mungo’s service and required female volunteers. We received huge support from our client JLL at 240 Blackfriars with several volunteers coming along on the day. The success of the event showed us how impactful client involvement in social value can be. Collaboration across organisations forms a wider sense of community, and it makes events like this truly inspiring.
The Challenge
Initially, our biggest challenge was that we didn’t have established partnerships that provided us with the level of volunteering opportunities we desired. Since partnering with St Mungo’s, we have regular opportunities to make a real difference.
Since entering this partnership, the engagement from our own colleagues has been overwhelming and it quickly became clear that the desire to get involved was there. As our volunteering resource requirements grew, we saw an opportunity to engage across clients and service partners in order to meet the growing needs of our social impact programme.
We knew that our clients wanted to do something positive, and so we needed to find ways to achieve this collaboratively. Being a homelessness charity, the work of St Mungo’s can impact our clients who may witness homelessness in their areas and this seemed a wonderful opportunity to relate back to the local environment.
The types of events volunteers are needed for can vary meaning that a diverse range of talent and ability is often required. These can include gardening days, cooking events, teaching classes, pampering events, employment fairs, and painting and decorating.
Solution
The solution was to recruit volunteers from key clients and service partners to help. To begin, we needed to engage clients and let them know that by working with us, these social value opportunities were available to them. Our focus became communicating the opportunities in a way that raises awareness and inspires involvement, and translate this into tangible participation.
We have adapted how we approach social impact and now look to ensure we’re collaborating with our clients, their service partners alongside our service partners to bring the greatest impact.
Gemma Bowers, Chief People & Culture Officer
This meant not only in capturing and communicating opportunities, but also highlighting the key benefits a client gains from taking part. Some clients sought to understand the difference their people had on these events and how their involvement impacted social value, and we identified the need for comprehensive communication channels and engagement strategies to address this challenge. Leveraging our network and resources, we embarked on a journey to streamline our volunteering initiatives and make them more accessible to clients.
There has since been an active effort to highlight the types of initiatives we have to offer, and articulate the impact that these have on our communities. In doing this, we can provide clarity on how client participation contributes to this, and shed light on the benefits of client participation.
This includes:
- How a culture of active involvement and collaboration makes our social value initiatives more successful and helpful to our communities.
- That our initiatives can benefit our clients by contributing to their social value targets.
- The ways that client involvement in charity events improves collaboration and helps to create a stronger sense of partnership.
- Homelessness is something that we all witness frequently and that through collaboration, we can do something positive and really make a difference.
- That by gaining clients and service partners as volunteers, we are able to offer a wider range of skills and abilities to our charity partners.
A colleague from our client JLL told us that our social value events foster a sense of belonging and promote teamwork, and helps their team and occupiers to develop new skills and knowledge.
Results
We always strive to remember that the aim of all these events is not merely participation, but creating a lasting impact on our communities. With a more diverse range of skills, and an obvious collaborative spirit, this fosters and conveys a sense of community and support.
Through planning and execution, we have successfully engaged our clients in meaningful volunteering activities. This includes a St Mungo’s ‘Pamper Day’ collaborating with JLL colleagues at 240 Blackfriars, which
required multiple people to attend and provide spa treats at a St Mungo’s service.
Events like this increase awareness of the charities themselves and the issues that their work focuses on, and demonstrates we can be deliver more through working closely with clients and service partners. There is real joy and reward to be had while giving back and witnessing the tangible benefits to organisations like St Mungo’s and the communities they serve and seeing first-hand the impact of their contribution.
When asked why social value involvement is important to JLL at 240 Blackfriars, and what motivates the team to get involved, their Community Lead told us “Social value is important to us because we believe in building community within the organisation. Getting involved in a rewarding and fulfilling experience”.
By facilitating these volunteering opportunities and providing support every step along the way, we try and ensure that clients are not only aware, but are also enthusiastic participants of social value initiatives.
Looking Ahead
By addressing challenges, fostering understanding, and actively engaging clients, we have established a way to provide for meaningful collaboration and community impact.
We will continue to introduce opportunities that can inspire clients to get involved in volunteering. Through involvement in these social value opportunities, our clients can support their communities while contributing to their own social value ambitions.
