The Role of Philanthropy in Recruitment: Working for a Corporation with a Heart

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The Role of Philanthropy in Recruitment: Working for a Corporation with a Heart

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The Role of Philanthropy in Recruitment: Working for a Corporation with a Heart @AmanSinghCSR cites @Pepsi Refresh


CSR journalist Aman Singh discusses the importance of corporate social responsibility in employee recruitment. She notes how PepsiCo has noticed a positive impact on their organization’s internal culture since the development of their sustainability initiative, Performance with Purpose.

Wednesday, November 16, 2011 - 11:30am

Any executive in her right mind will tell you that she – and the entire company – are committed to working with their nongovernmental partners to support whatever cause they represent. And when said cause is directly linked to the company’s bottom line, for example IKEA’s work with UNICEF where the sale of soft toys is directly connected to the size of the donation, the partnerships are especially robust.

But how much do these efforts matter to the average employee? Outside the doors of the Foundation director’s office, who really cares?
The Pepsi Refresh Project
Employees care about their employer’s philanthropic efforts – some even cherish them. Ask any PepsiCo employee and you will see the profound impact the Refresh project has had on the company’s internal culture. As Chief Personnel Officer Cynthia Trudell told me in a recent interview, “I’ve never seen anything stick as fast as this did across the company. And it really helped us through the tough times, especially the recent economic recession. It’s helped everyone remember that they serve a bigger mission and [they are] able to think of the future in a positive way.”
Has this ambitious project helped PepsiCo recruit top talent? Absolutely, according to Trivella, who went on to discuss how CEO Indra Nooyi’s commitment to Performance with Purpose has had a defining impact on the company’s culture.
This is where the overarching premise of CSR fits well.
About PepsiCo 
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit
Keywords: Responsible Business & Employee Engagement | Aman Singh | Business | CSR | Pepsi Refresh | Pepsico | Triple Pundit | employee | motivation | philanthropy | recruitment