Outplacement and CSR: how to strengthen your brand while supporting employees

How socially responsible is your business? It’s a key question that consistently needs to be addressed by business owners and HR departments. It’s especially relevant in this day and age, when the world of work is more connected than ever and when each member of staff shouldn’t just be viewed as an employee, but as a whole person.

Big corporations, employing workforces of hundreds, even thousands, have a duty to give back to the community that makes them, and be part of society just like any individual. Businesses shouldn’t just be a means of making money.

So an organisation’s corporate social responsibility (CSR) should be high up on the agenda. And it can pay dividends. By showing that your business is socially responsible, you can attract new talent while ensuring that any departing employees benefit from a full programme of outplacement services provided by the company.

Let’s delve deeper into what corporate social responsibility is and what it truly means to you and your employees.

A simple definition of corporate social responsibility is when a business ensures that their operations impact the environment and society in a positive way. The benefits of this include enhancing the brand’s image, improving the satisfaction of employees, and attracting investors.

While it’s not a legal requirement in the UK for companies to adopt CSR practices, it’s advisable for them to do so in order to show their commitment to ethical governance and standards and is certainly seen as good practice.

A few examples of what CSR entails are:

• The prioritisation of employee welfare and wellbeing, which incorporates supporting your workers’ mental health and maintaining a workplace that is free from discrimination
• The improvement of working practices, so staff aren’t overworked, which avoids employee burnout
• Engaging with the local community, so your business is actively and positively involved in the local environment, inviting knowledge sharing and open discussions, as well as practical steps, such as enabling your employees to volunteer at local care homes or schools once a month
• Environmental sustainability, which can include introducing waste reduction programmes
• Charity donations – by either contributing to existing ones or creating your own
• Trading responsibly, with the UK government encouraging ethical supply chains

A good example in the UK is Unilever, a multi-billion dollar business with its HQ in London. According to the InCAP ranking of the top 10 socially responsible corporations in 2024, Unilever focuses on sustainable living and sourcing materials ethically, with the goal to slash its environmental impact by 50% by reducing plastic waste and promoting health and hygiene.

As well as making a positive impact, introducing CSR initiatives can give your business a competitive edge over others.

• It will improve customer and user perception of your brand, as projecting, and sticking to, a socially conscientious image will prove that you’re serious about making the world a better place
• It can actually increase your financial performance, illustrated by the fact that if you employ a waste reduction initiative, this can decrease the cost of new materials / resources, which, in turn, can add value for shareholders
• It can attract more investment, especially from green groups, if they see you are meeting your CSR goals
• It shows the general public that your company takes a long-term view of where it fits in the world, and that it means business when it comes to making the world a better place
• Last, but by no means least, being socially responsible can help you to draw in and retain fresh talent, with young workers becoming more aware of positive social practices, climate change, and the correct treatment of employees

This last point neatly segues into laying off employees. It’s never going to be easy but, by being socially responsible, your business can lessen the effects somewhat.

According to a December 2024 report, commissioned by Careerminds, many sectors in the UK, as across the world, carried out mass hiring drives in 2020, especially sectors such as online retailers and delivery services, due to the surge in online shopping. Cast your mind back, and remember that you pretty much had to stay at home.

But from October 2024, vacancies have decreased, marking the 28^th consecutive period of decline. Redundancies have been on the rise, with the UK redundancy claimant count reaching 1.8 million in October 2024.

So how can you lessen the pain of having to make some of your workforce redundant? And how can adopting CSR practices help with outplacement?

While having to provide outplacement services isn’t ideal, as it means you’re having to get rid of employees, there are ways to approach it that will minimise the impact of any upheaval caused. Supporting departing workers through a career transition is now seen as responsible HR and CSR practice.

Let’s take a look at the advantages of incorporating CSR into your business practices while offering outplacement services.

• With CSR being seen as a priority for UK companies, providing outplacement services shows CSR in action by supporting displaced colleagues with CV help, career coaching, and assistance during the job search. This shows a commitment to the workforce, and reinforces the image of the company as socially responsible.
• Your brand, and how you’re perceived by the outside world, is the secret to your success… if you get it right. If your company is seen as socially responsible by providing outplacement services, this is going to protect, and potentially enhance, your reputation, as organisations that prioritise the brand and employees can attract more talent further down the line.
• This leads onto how existing and future employees view your business. By investing in outplacement services to help departing employees to advance their careers and move into new roles, you will be imparting a positive message to those who are staying. By taking care of exiting workers, the staff who are staying can see that your organisation values all of its staff, both past and present.
• Part of being socially responsible is looking after the health and wellbeing of your workers. Outplacement includes this type of support, as everyone knows that going through a redundancy can be a stressful and upsetting time for many.
• Going back to the beginning of this article, when we talked about how members of staff should be treated as a whole person, not just an employee, is how outplacement views the situation. It offers holistic support during the career transition process, addressing both emotional and practical needs at all times. Creating this positive experience during a difficult time not only helps the employee, but also reflects well on you as the employer. 

While we might not be in the EU any more, lots of employees work in different countries so it’s vital to understand the nuances of CSR in the Netherlands, France, and Germany. According to the report already mentioned, most Dutch companies value corporate responsibility, demonstrating their commitment by providing outplacement services, with stringent labour laws encouraging companies to offer transition assistance.

In Germany, it’s a similar outlook with businesses focused on CSR, providing outplacement services that support the outgoing workforce while simultaneously maintaining a positive brand image, while in France, there is the emphasis on eco-friendly transactions.

As part of its services, Careerminds offers outplacement until placement, so you can rest assured that your departing employees will be well-provided for right up until they land a new role.If your organisation is considering outplacement services, contact us at the earliest opportunity to find out more.

Elizabeth Openshaw

Elizabeth is a diligent, articulate, and versatile Blogger and CV Consultant with over 13 years of experience in the job search sector, including extensive expertise in outplacement services and CV reviews, supporting job seekers and all of those involved in the recruitment process. With a personable and self-assured outlook, Elizabeth consistently produces work to a high standard and hits deadlines 100% of the time. Showcases excellent organisational and time management skills, proven by 17 years as a Journalist on numerous national publications including as Features Editor on a monthly glossy magazine and as a regular contributor to Men’s Health, Slimming World and Candis. As Director of her own company, OpenDoor CV Expertise Ltd, Elizabeth displays a high level of professionalism, demonstrated by the positive recommendations and testimonials from many previous clients. Additionally, she is an active member of both the British Association of CV Writers (BACVW) and the Institute of Employability Professionals (IEP), supporting people to gain work, progress in work, and retain work.