Can A “Helper’s High” Boost Your Bottom Line?

Innovation Can A “Helper’s High” Boost Your Bottom Line? Elise Fox Brand Contributor ServiceNow BRANDVOICE Storytelling and expertise from marketers | Paid Program Nov 3, 2022, 07:47pm EDT | Share to Facebook Share to Twitter Share to Linkedin Giving back to society is good for the psyche—and for business. If you’ve ever volunteered to spoon out helpings of soup at the local food bank or put hammer to nail to support a home build for a family in need, you know how great it feels. Scientific studies reveal that givers can experience a euphoric sensation in the brain, often called a “ helper’s high.

” Giving is undeniably good—for everyone in the equation. getty And here’s a fun fact: The act of giving lowers stress and boosts the immune system. Beyond the personal gains of philanthropy, leadership teams recognize these benefits lead to happier and healthier employees.

Across an organization, volunteerism ignites purpose, improves belonging, and influences the bottom line. I spoke to Gina Mastantuono , CFO and executive sponsor for the environmental, social, and governance (ESG) strategy at ServiceNow, to understand her “why” for giving, the ripple effect of community engagement, and how to encourage others to lead with purpose. You’re in finance, yet here we are talking about volunteerism.

Where does service fit within your function and overall financial strategy? Gina: We’ve seen the role of the CFO evolve over the last decade. Progressive CFOs, in partnership with their peers, are responsible for implementing a strategy to drive long-term business growth, mitigate risk, maintain accountability, and ensure employee engagement is at the heart of the organization. So, two years ago, when Bill McDermott asked me to lead our ESG strategy , it made perfect sense.

Our employees, investors, and extended ecosystem want to work with organizations that walk the talk. Our ESG strategy provides an ethical, sustainable, and equitable framework that guides our investment plans and informs our critical business decisions. Volunteerism and giving back to the community sit squarely in our purpose: to make the world work better for everyone.

Believe it or not, I spend as much time with our chief people officer working to drive meaningful employee experiences as I do working to ensure our fiscal success—the two are indelibly intertwined. When you carve out time to give back, what impact does that have on you, and how does community engagement drive value across the enterprise? Gina: The helper’s high is a fantastic feeling. There’s reciprocity in giving back, and selfishly, it feels good to know I’ve positively affected someone else.

John Bunyan summed it up perfectly when he said, “You have not lived [today] until you have done something for someone who can never repay you. ” When this mentality is instilled in an organization’s core values, it becomes a force multiplier. We become stronger together.

Employees have a sense of belonging and feel connected to our organization’s purpose. I firmly believe that profits and purpose don’t have to be mutually exclusive. These values appeal to our stakeholders too: customers, new talent, investors, and so on.

We know that C-suite leaders and investment professionals agree that ESG programs create shareholder value. By deepening trust and walking the talk of making the world work better, the benefits reflect our bottom line and drive real business value —from an increase in employee retention and talent acquisition to a boost in product capabilities and sales. All these things move the needle and strengthen our competitive edge.

I firmly believe that profits and purpose don’t have to be mutually exclusive. How are you encouraging employees, partners, and customers to participate? Gina: All employees have access to a portal that not only acts as a volunteer resource, but also serves as a pipeline. People can search for company volunteer opportunities, log volunteer time, and even create applications.

We offer a combination of paid time off to volunteer and a matching donation program. Our engaged employee base represented 22% of overall grants in 2021. This year, we’re aiming even higher.

I’ve also seen ServiceNow employees use our technology to help others. One of my favorite examples is of a team that helped German nongovernmental organization (NGO) Blau-Gelbes Kreuz (BGK) get medical kits to Ukraine . The NGO was facing logistical and bureaucratic challenges.

Within days, this group of employees used our low-code technology to develop a mobile app to get the NGO’s operations up to speed—planning flights, tracking parcels, and more. Twenty tons of cargo and 30 passengers (and counting) later, BGK has provided more than 100 medical kits to Ukraine—enough to save 10,000 lives. This example demonstrates how our employees can drive our purpose! What advice can you give to organizations that want to strengthen their community engagement strategy? Gina: Engage in a whiteboarding session with employees and leaders.

Listen, listen, listen! I can assure you that your employees have bold and innovative ideas. Showcase the value and align priorities and goals to optimize a community engagement strategy. I often say that you need to slow down to go fast.

If you’re still wondering where to begin, heed Arthur Ashe’s advice: “Start where you are. Use what you have. Do what you can.

” I can tell you, as a CFO and a person who cares about giving back to make the world work better, it’s worth it. Elise Fox Editorial Standards Print Reprints & Permissions.