Thomas Gaissmaier: Keeping A Pulse On Employee Sentiment
Here at Groundswell, we’re lucky to know many people who understand and support our mission to reimagine corporate giving. And whenever we get the chance, we love to sit down and talk with these people. Here, we chatted with Thomas Gaissmaier – former Chief People Officer of Match Group and 21st Century Fox. Thomas has worked in human resources for a long time and is a strong believer in providing real benefits to employees. He truly understands the significance of keeping a finger on the pulse of employee sentiment, and understanding what employees care about.
Thanks for chatting with us, Thomas. Please tell us about your history and how you got into the area of human resources.
You’re welcome. So, the Boston Consulting Group is where I began my professional consulting career. In 2009, one of my consumer clients - PepsiCo - acquired two of its distributors and I was asked to lead the integration for BCG. Of course, with any merging of companies, there were significant ramifications for business models – but really, it all came down to people, organization, and culture.In this specific example, the question was about bringing together a marketing-centric and a heavy operations culture. How to integrate three organizations and its teams. How to realize efficiencies and built a better company. We spent a lot of time on thinking through the required change management and organization structure. That is what piqued my interest in people and organization. Over the next years, I focused my client work in this area and led BCG’s HR practice in North America - before leaving in early 2017 to become Chief HR Officer at 21st Century Fox and in 2019 at Match Group.
That’s quite the journey! Let’s talk about the HR landscape right now. We’re living through a so-called “Great Resignation.” What is going on, from your point of view? What are the major implications for businesses? Is there any possibility of a positive outcome?
The pandemic has fundamentally shifted the power balance between employees and employers. We had to rethink how, where and when we work. All of which required companies to be a lot more flexible and nimble. There will be no going back. Personally, I don’t believe that anybody really knows what the new way of working will be like, exactly. We will have to experiment with different models and reinvent many practices, processes and policies. One of the biggest changes in my view is that employees are looking a lot more for purpose and meaning in their work.If you look back five or ten years, it was sufficient for companies to donate some of their profits to charity. Now, many employees are demanding that social and environmental impact are more integrated in the day-to-day work and business - as we have seen in many recent employee surveys.For example, when companies talk about diversity, equity and inclusion, it is no longer enough to donate money to some organization if the internal practices don’t provide an inclusive and equitable environment.
The battle for retention is critical for an HR professional. What benefits do you see from your purview that are truly important to employees? What exactly do they expect from businesses these days?
Though I don't think anyone decides which company to join based just on the benefits., I believe that benefits can be an important differentiator and signal for the purpose and value a company stands for. You have the fundamental benefits, such as time off or healthcare. But beyond that? Donations are an area where we have seen a lot of employee interest, both dedicating time and donating money.I'm enthusiastic about Groundswell because I believe it is a great opportunity for businesses and employees. It's not that the corporation says: “These are the causes that we as a company have selected to promote.” Rather it's up to the employees to make the decision.
In the wake of the pandemic, we've adopted new ways of thinking about ourselves, the world around us, and our relationships with others. What are some of the things that businesses may do to help employees adjust to the new normal?
Two thoughts occur to me. First is what I would call the fundamentals, things that are necessary to show up for work. For example, providing work necessities like monitors or helping with child care costs. Most companies have put in place some form of stipend or reimbursement program.Then, there are bigger questions. How to retain the social connections amongst employees? How to avoid zoom-fatigue? How to maintain a boundary between work and life? How to deal with mental health issues like loneliness?
For an organization, what specific types of insights are extremely useful to have at the tips of your fingers in order to keep a pulse on employee sentiment? What does this have to do with the causes that people care about?
In essence, the job of HR is help the business grow by attracting, retaining and developing the right people. A big part is to establish an environment where employees can bring their full self to work. At Match Group, we conduct people surveys at least every quarter to understand where we are doing well and what areas we can further improve.When I was at BCG, we conducted a global study and found that especially millennials don’t focus on compensation alone, but look for a company that provides professional growth and whose purpose is aligned to what matters to them.
What are some pain points you've noticed from a corporate giving standpoint? And how can we use that to help us learn and grow as an industry?
I probably could name three pain points I’ve seen at companies over the years. First, the capacity to register charities that matter to employees and hence the ability to make donations on time.We have had issues where employees want to donate but it’s taken up to six months to match their donation because of administrative issues with the registration. Not because their wasn’t budget or willingness, but we didn’t have a registered and verified account.A second issue is the list of charities that qualify for donations and company match. In my view, it’s important to engage employees in the decision making, apply clear criteria for inclusion and exclusion, and communicate those decisions openly and frequently to avoid surprises and dissatisfaction.The third obstacle is about speed. To illustrate:After the murder of George Floyd, we - like many companies - wanted to take a stance by matching employee donations two to one. Of course, time was of the essence. But it always takes longer than you think to identify the list of relevant and qualified charities, register those organizations in the system and communicate the program. A way to shorten that process would be extremely valuable for both companies and employees.
Thanks for your time today, Thomas. Before we go, is there anything more you'd like to share?
I want to emphasize this: I think the idea to simplify giving, to truly put it in employee's hands, and to potentially make it a company benefit, is very compelling. I’m excited about what Groundswell is doing and really hope it takes off and inspires many companies!
Related resources
Unlocking Philanthropy: A Ready-to-Use Corporate Giving Policy for Modern Businesses
Sample Corporate Giving Policy You Can Use Today
In today’s socially conscious environment, more companies than ever are recognizing the value of corporate philanthropy. Not only can a robust giving policy boost a brand’s image and reputation, but it can also play a pivotal role in community development and global betterment. If your company is considering the establishment of a formal corporate giving policy or refining its existing strategy, this sample policy might be the perfect starting point for you.
Pillars of a Strong Corporate Giving Policy
Corporate giving programs range from employer donation matching programs to full blown corporate social responsibility programs with grantmaking and volunteerism. Many companies find somewhere in the middle that aligns with their size, budget, geographic presence and most importantly company values and commitment to diversity and inclusion. But what truly makes a corporate giving policy stand out? Let’s delve into the key features, from donation matching to the strategic use of platforms like Groundswell.
1. Donation Matching: Doubling the Impact
One of the most effective tools in a giving policy is donation matching. This is where companies match employee donations to eligible non-profits, effectively doubling the contribution. Such programs not only amplify the impact but also motivate employees to participate, knowing their chosen cause will receive twice the support.
2. Charitable Stipends: Encouraging Employee Choice
Charitable stipends are allowances given to employees to donate to a non-profit of their choice. This not only encourages a culture of giving but also empowers employees to support causes they’re passionate about. The stipends can be a fixed amount annually or can vary based on the employee’s role or tenure.
3. Dollars for Doers: Volunteering Translated to Contributions
“Dollars for Doers” programs convert volunteer hours into monetary donations. When employees volunteer their time for a cause, the company makes a donation equivalent to the hours spent. This fosters a culture of hands-on involvement and ensures that both time and money are being donated to valuable initiatives.
4. Corporate Grants: Sowing Seeds for Bigger Change
Beyond individual employee contributions, companies can set aside a dedicated fund for corporate grants. These grants can be given to non-profits, research initiatives, or community projects that align with the company’s CSR objectives. Such grants can lead to substantial, long-term changes and foster strong partnerships with community leaders and organizations.
Why Choose Groundswell for Your Giving Initiatives?
Incorporating these elements into a giving policy requires streamlined management, transparency, and ease of execution. This is where platforms like Groundswell come into the picture.
Groundswell offers an efficient and affordable solution for companies aiming to elevate their philanthropic endeavors. Here’s why it’s the ideal choice:
- User-Friendly Interface: Groundswell’s platform is designed for both companies and employees, ensuring smooth navigation and straightforward donation processes.
- Versatility: Whether it’s donation matching, handling charitable stipends, or managing corporate grants, Groundswell offers solutions tailored to each company’s unique needs.
- Cost-Effective: Groundswell provides a comprehensive suite of tools at competitive prices, ensuring that more of your money goes towards the cause rather than platform fees.
- Transparency: Track donations, monitor employee involvement, and generate detailed reports to measure the impact—all in one place.
Conclusion
An effective corporate giving policy is a blend of structure, employee engagement, and impactful contributions. By incorporating elements like donation matching, charitable stipends, “Dollars for Doers,” and corporate grants, businesses can create a ripple effect of positive change. And with platforms like Groundswell, executing these initiatives becomes not just feasible but also highly efficient and cost-effective.
5 Tips to Boost Engagement & Impact on Giving Tuesday
Leverage GivingTuesday to boost generosity
Every November, the Tuesday after Thanksgiving is known as GivingTuesday, which often serves as the unofficial start of end-of-year giving campaigns. This comes on the heels of holiday shopping deals on Black Friday, Small Business Saturday, and Cyber Monday. It is a worldwide phenomenon, inspiring millions to lean into the end-of-year holiday spirit with generosity and compassion. For many charities, GivingTuesday has become their biggest day for donations – and can help resource their ability to have an even greater impact in the year ahead.
For companies, GivingTuesday and the end-of-year giving season offers an opportunity to double down on their commitment to social responsibility, strengthen relationships with employees, and boost their impact in the community and broader world.
At Groundswell, we partner with companies all across the country to design and launch GivingTuesday campaigns – leveraging our easy-to-use platform that makes it easy for employees to participate and send donations to the causes and charities that they care most about. Below are some best practices to boost engagement and inspire generosity during the giving season.
1. Make Giving Easy:
A lot of giving platforms out there make it incredibly hard to donate. Some don’t have all 1.5 million IRS-approved charities listed. Others require employees to navigate through a web of intranet or sharepoint sites to find the giving program landing page. And others require that HR is notified of any donations an employee wants to make. At Groundswell – we are committed to removing all of the friction, and ensuring that employees can find charities easily, through a platform that is accessible from the palm of their hand, so they can give whenever they want to.
2. Launch a GivingTuesday Match Campaign:
Through Groundswell you can customize and launch a special GivingTuesday match campaign in a matter of minutes. Simply pick the nonprofits to include in the special campaign, select the start and end-date for the campaign, and then determine the match – 2x, 3x – along with any overall budget limits, then you’re done!
3. Boost engagement by involving ERGs:
Share nonprofit recommendations from Employee Resource Groups to provide inspiration around causes and nonprofits that matter to your employees. You can feature these nonprofits on dedicated ERG Corporate Spotlights and Campaigns that will be visible to all employees on their Groundswell dashboard.
4. Surprise (and Delight) Employees With A Gift to Give:
Consider sending a surprise “gift to give” to reward those already participating in your giving program (and to incentivize others to enroll). These gifts might be used to further maximize impact through the existing campaign, or to donate to other nonprofits your employees care about. Groundswell’s custom gift feature allows companies to easily schedule and send gifts with little to no administrative burden.
5. Level up with Volunteer Matching:
Groundswell’s Volunteer Matching program – sometimes known as Dollars for Doers – recognizes that some employees may not have funds to contribute, but have time – and rewards them in the same way. It’s an inclusive approach that invites everyone to participate in GivingTuesday, even those who may not be able to donate their own funds.
12 Employee Benefits Survey Questions Modern Companies Should Ask
In today's business environment, having the right and highest performing talent is more critical than ever. With benefits packages playing a vital role in these decisions, how can companies truly gauge their effectiveness? By initiating regular employee benefits surveys.
Scroll down for a free survey template below.
Let's dive in to the importance of asking the following questions.
Is our workforce satisfied with the current employee benefits package?
Gaining insights from "how satisfied are you with our company’s benefits package?" can offer companies a quick pulse on the effectiveness of their benefits. A dip in satisfaction might signal a need for re-evaluation, especially if you're looking to maximize your budget.
How comprehensive are the employee benefits we offer?
Do employees feel that the organization covers a wide range of their needs? Asking, "do you feel our benefits package is comprehensive in its offering?" can shed light on any potential gaps in coverage.
Are we showing true commitment to Diversity, Equity, & Inclusion through our benefits?
Are the company's efforts in promoting DE&I resonating? This can be gauged by asking if the benefits genuinely support diversity and inclusion. If they aren't, here's an opportunity to collect ideas directly from your employees.
Read more about how to make sure your giving program is equitable and inclusive.
Do our benefits reflect our company culture and values?
The question, "do you feel our benefits package supports our cultural values?" will highlight any potential discrepancies in practicing what you're preaching.
Did you know? Two-thirds of employees say it’s important for a company to align to their values.
Are we catering to the needs of a remote or multi-location workforce?
With remote work on the rise, is the company adapting its benefits accordingly? It's essential to find out if employees feel supported, regardless of their work setting.
Would employees recommend the company based on our benefits?
This is an easy one to skip, but it's a great question to ask. See how influential your benefits package is for employee referrals. Determining if employees would advocate for the company based on its benefits can be a key metric for recruitment.
How do specific benefit categories fare?
By querying satisfaction levels across various benefits – physical health, social impact, mental health, financial health, and fringe benefits – can companies discern which areas are thriving and which need enhancement?
What additional benefits do employees desire?
Is there a particular benefit that could make a difference in employee satisfaction and retention? Discovering this can be as straightforward as asking, "if you could choose one benefit not currently offered, what would it be?"
If your workforce desires a more meaningful benefit, see why decentralizing your corporate philanthropy strategy can achieve greater impact at scale.
How often should I send an employee survey about our benefits?
While every business has their own set of unique needs, conducing a quarterly employee survey at minimum can help you get a pulse check.
There will be some natural and unplanned peaks in valleys throughout the year that can drastically affect employee morale and company culture. By proactively seeking feedback through surveys, companies can foster a culture of continuous improvement, ensuring they remain at the forefront of employee satisfaction.
What are some affordable benefit options we can provide employees?
Corporate matching or giving programs can be a low-cost addition to your benefit offering that supports your employees’ unique passions and perspectives through charitable giving and boosts your company’s commitment to social impact. Groundswell offers a comprehensive solution with a simple implementation and nearly zero administration burden.
- How satisfied are you with our company’s benefits package?
- Do you feel our benefits package is comprehensive in its offering?
- Do you feel our benefits package supports our cultural values?
- Do you feel our benefits package supports our commitment to Diversity & Inclusion?
- Do you feel our benefits package supports our remote or multi-location workforce?
- How likely are you to recommend applying based on our benefits package?
- How satisfied are you with our physical health benefits (i.e. health care, sick leave, etc)?
- How satisfied are you with our social impact benefits (i.e. corporate matching, volunteering, etc)?
- How satisfied are you with our mental health benefits (i.e. vacation time, EAP, etc)?
- How satisfied are you with our financial health benefits? (i.e. retirement, student loan assistance, etc)
- How satisfied are you with our fringe benefits and perks? (i.e. fitness subsidies, stipends, etc)
- If you could choose one benefit not currently offered, what would it be?