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This year, Ardurra staff climbed Pikes Peak as part of the firm’s Climb for Water program. They raised thousands of dollars for Water Mission, a non-profit engineering organization.
KRAIG KERN, from page 3
in Charleston, South Carolina. Their organization designs, builds, and implements safe water, sanitation, and hygiene solutions for people in developing countries and disaster areas. 2. Employee engagement. According to Gallup, employee engagement is at an all-time low. Many companies build employee engagement programs that center more around an extra benefit or two and the occasional team- building exercise. However, a creative giving program, like mountaineering, that taps into the team’s personal passions will inevitably build stronger bonds while working toward a shared humanitarian goal. 3. Skills development. Participants often develop leadership and project management capabilities that translate directly to their professional roles. During our trek, natural leadership styles quickly emerged, and everyone took part in planning for success. More importantly, I saw people break through barriers of fear and self-doubt. Those are the results no meager training program can duplicate. 4. Authentic brand building. Unlike traditional marketing, an initiative like Climb for Water is memorable. We can now tell genuine stories of impact that resonate with clients and recruits alike. Throughout six Climb for Water campaigns since 2011, I have been asked to speak at conferences, write articles, and make meaningful business connections due to our creative effort to help others. The influence of this type of brand building is infinitely more valuable than a brochure, website, or video. STARTING YOUR JOURNEY. For firms looking to evolve their giving programs, consider these steps: ■ Identify your organization’s unique strengths and expertise, such as water resources, in our case. ■ Listen to employees’ passions and interests outside of the office. ■ Start small and allow initiatives to grow organically. The first Climb for Water campaign included only four people, while later campaigns attracted more than 20.
■ Measure both community impact and employee engagement. How much was raised, who did it benefit, and was there a tangible morale-boosting effect? ■ Share stories to inspire others and attract like-minded talent. When the campaign is complete, write about it. Post it on social media along with incredible photos. Schedule a brown bag lunch to share the journey with colleagues. The next generation of AEC professionals isn’t just seeking a paycheck – they’re seeking purpose. According to LinkedIn’s Workplace Culture report, 86 percent of younger professionals would consider taking a pay cut to work for a company whose values align with theirs. As our industry continues to evolve and consolidate, the companies that thrive will be those that recognize corporate giving isn’t just about donation amounts – it’s about creating meaningful opportunities for employees to make a difference while developing professionally. The sun setting over Pikes Peak reminded us that the most impactful initiatives sometimes start with a simple question: “What if we tried something different?” The answer might lead to your organization’s next great adventure in giving back. Kraig C. Kern, CPSM, is South Regional Marketing Lead at Ardurra Group, Inc. Connect with him on LinkedIn.
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THE ZWEIG LETTER DECEMBER 30, 2024, ISSUE 1566
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