Could volunteering be your New Year's resolution?

Leaders from Paris Baguette, AmCham, KPMG, and HP share their approach to facilitate volunteerism in their employees, hoping to spark the habit into their workforce.

With the new year comes new resolutions. Most would say their “new year, new me” would consist of a healthier diet, or clocking in some time in the gym. However, have you ever considered volunteerism as a hobby that you can inherit over the course of the year?

To inspire, HRO has put together this special feature on how leaders from Paris Baguette, AmCham, KPMG, and HP — partners of the SG Cares Giving Week which took place in December 2023 — are encouraging this as a culture among their employees.

Case study: Paris Baguette
Interviewee: Clara Tan, Human Resources & Training General Manager

Q. How are you and your team actively encouraging and facilitating volunteerism among your workforce, and what initiatives are in place to make it an integral part of the company culture?

At Paris Baguette, we strive to be the quintessential bakery-cafe brand with a heart for the community. This echoes through our internal company culture as well; and within Paris Baguette Singapore, we place concerted effort on our commitment towards community engagement and philanthropy.

The marketing department takes the lead in orchestrating corporate social responsibility (CSR) initiatives in partnership with external entities, providing both in-kind and financial sponsorships. Our human resources department, in conjunction with a dedicated community leader (also serving as the general manager of design and facilities), actively promotes and supports employee volunteering. These quarterly CSR activities are thoughtfully organised, allowing employees to contribute during official work hours.

In 2023, we successfully executed several CSR programmes such as:

1. Collaborating with The Plastic Project, we undertook a coastal clean-up initiative. Beyond environmental contributions, this programme facilitated comprehensive learning about mangrove and beach ecosystems, recyclable plastics, and their societal and environmental impact.
2. Our collaboration with the Fei Yue Active Ageing Centre involved visits to their Hougang Dewcourt and Buangkok Green locations. Bringing the Paris Baguette café experience to the seniors, we planned and incorporated elements such as a food table set-up with Paris Baguette pastries and delights, hosted interactive games including a Singapore-inspired bingo game, and the distribution of curated goodie bags.
3. Most recently in November, we distributed 200 care packages from Paris Baguette to Fei Yue Active Ageing Centre, bringing a dose of joy and happiness to the elderly.

These initiatives extend beyond team building; they empower our workforce to witness the tangible impact of collective efforts.

Providing compensated time for volunteer activities not only aligns with our commitment to corporate social responsibility but also contributes to fostering a corporate culture marked by empathy and an understanding of the significance of community engagement, all while maintaining a trajectory of business growth and an overarching endeavour to be a brand with heart.

Q. What is the leadership’s role in driving volunteerism within the organisation? How do company leaders inspire and support employees in contributing initiatives?

We believe that leadership serves as a pivotal force in fostering a culture of volunteerism within our organisation. At Paris Baguette, our leaders not only espouse this philosophy but also lead by example. They actively participate in CSR activities and champion diversity and teamwork, serving as inspirational figures who support employees by allocating essential resources and providing recognition to employees who actively extend their time for volunteering activities.

Case study: AmCham Singapore
Interviewee: Hsien-Hsien Lei, PhD, Chief Executive Officer

Q. How is AmCham promoting volunteerism among its member companies, and what strategies are in place to ensure active involvement and enthusiasm from employees?

As one of the most active business chambers in Southeast Asia, AmCham encourages, promotes, and highlights ways in which the American business community in Singapore can contribute to a more caring and inclusive environment for all.

Initiatives such as the AmCham CARES Recognition Programme, Corporate Community Day, the AmCham-SMU Scholarship Fund, and SMU Global Innovation Immersion Award help to improve the lives of Singaporeans.

AmCham member companies Osler Health International and Procter & Gamble (P&G) were 'high distinction' recipients at the 2023 AmCham CARES Recognition Ceremony, recognised for their excellent CSR programmes that create long-term economic and social value for Singapore. Osler Health International’s 'giving back' programme aims to offer all women the same healthcare protection, providing free cervical cancer tests to foreign domestic workers employed by Osler patients.

P&G’s extensive CSR programme uses an employee ground-up approach to impact the community through supporting Singaporeans, equality & inclusion, and sustainability. Their community impact initiatives range from hygiene education to supporting the reintegration of ex-offenders and at-risk teenage girls.

AmCham also partners closely with the National Volunteer and Philanthropy Centre (NVPC), Community Development Councils, and other charities in our Local Charity Partners Programme because we are committed to Singapore’s success.

Q. One initiative in place is the showcase of artworks by Shaping Hearts PwDs. How does the leadership actively support and champion these initiatives? Additionally, how does this involvement contribute to a sense of purpose and engagement among AmCham’s own workforce?

AmCham supports the government’s vision for Singapore to be a caring and inclusive society.

Working closely with North East Community Development Council (NECDC) on evolving resident needs and enhancing social capital, AmCham decided to focus our support this year on the Shaping Hearts inclusive arts festival that celebrates the artistic talents of the special needs community. The cause is aligned to the Chamber’s focus on talent development, a key pillar area identified in our 2022 – 2024 strategic plan. AmCham employees came together to review the artwork before enthusiastically exchanging ideas and selecting our favourites that best reflect the Chamber’s appreciation of Singapore.

AmCham will continue to work closely with our community partners to sustain social mobility and build an inclusive society.

Case study: KPMG Singapore
Interviewee: Janice Foo, Head of People

Q. In December, KPMG organised a charity bazaar involving charities and social enterprises. How are you encouraging employees to actively participate in such events and contribute to the community, and what impact has this had on the company's overall culture?

The organisation of the charity bazaar represents a mere facet of KPMG in Singapore's sustained commitment towards societal impact, an ethos deeply ingrained in our corporate DNA for decades. The charity bazaar, part of our Giving Week initiative, serves as a strategic platform to advance our long-standing mission of uplifting communities through purpose-driven work.

Our emphasis on active participation is not confined to isolated events but is woven into the fabric of daily operations at KPMG.

For Giving Week, we have instituted flexible giving mechanisms, allowing employees to contribute in ways that resonate with them - be it through volunteering, fundraising, or donation-in-kind. Our distinct 'Give Time' initiative further empowers employees by providing up to 40 hours of paid leave annually to participate in community projects. In 2022 alone, this resulted in an impressive tally of up to 1,800 volunteer hours.

However, it is essential to note that while these events provide a tangible measure of our efforts, they are not the sole drivers of our societal impact. The true catalyst lies in the collective action of our people whose consistent dedication to community service has led to a significant cultural shift within the firm.

Honoured as a Champion of Good by Singapore’s National Volunteer & Philanthropy Centre for the second consecutive year in 2022, KPMG in Singapore's commitment to fostering a caring, inclusive and purpose-driven culture is more than just a statement; it is a testament to our unwavering dedication to making a positive difference.

Q. Could you share about the leadership team's commitment to volunteerism at KPMG? How do leaders champion these efforts, and what strategies are in place to ensure sustained employee engagement in charitable activities?

At KPMG in Singapore, our leadership team is deeply committed to driving societal impact, an endeavour that is seamlessly interwoven with our business transformation efforts. Our leaders don't merely create opportunities for impactful work; they actively participate, setting a compelling example of responsibility towards society. This commitment extends beyond serving clients to fostering an environment where our people can make a significant difference to the communities we serve.

Our leadership's dedication to volunteerism is exemplified through the Make A Difference Everyday (MADE) programme. This initiative empowers employees to lead their own charitable endeavours, promoting a sense of ownership and responsibility while fostering an enduring culture of community service within the firm. To support these efforts, KPMG provides funding of up to S$10,000 for meaningful causes championed by our people.

In 2022 alone, more than 130 employees devoted 432 hours to five distinct projects, ranging from providing digital upskilling support for the elderly to cleaning homes and packing food packages for various Singapore communities.

These initiatives not only contribute to societal upliftment but also offer our employees an invaluable opportunity to apply their business acumen in real-world contexts while leading projects end-to-end.

Our strategy for sustained employee engagement extends beyond individual projects. It lies in fostering a collective spirit and community within the firm, driven by consistent leadership attention and support. By creating an environment where every team member feels empowered to contribute, we aim to ensure that our commitment to societal impact and business transformation is not just a temporary endeavour, but a long-term, firm-wide ethos.

Case study: HP Singapore
Interviewee: Fiona Lee, Managing Director

Q. HP has an internal fundraiser programme involving employees. How are such programmes helping foster a sense of volunteerism in the workforce, and how do they also align with HP’s values and mission?

HP believes in creating a more equitable and sustainable future for our communities and to create lasting, positive change for our planet, our people and the communities where we live, work and do business. By organising volunteering events all year round for our employees, we are able to raise more awareness on pressing topics impacting our communities such as diversity, equality, and inclusivity.

Through activities such as this, we are also able to provide our employees with more opportunity to give back to society and for them to be involved in community programmes.

Q. What is the role of HP’s leadership in driving employee participation in charity shows and volunteer activities? How does leadership inspire and guide employees to make a meaningful impact?

People is at the heart of all that we do. As leaders, we try to provide platforms for employees to be enabled and empowered while being accountable, whether it’s for work or for social impact activities. We also encourage leaders to lead by example and work alongside employees in volunteer work.

Giving back to the community is also an important way of nurturing and developing our employees, and one of the key components in creating an ecosystem for giving.

READ MORE: Igniting a passion for volunteerism: Youth inspiring youth

Lead photo / 123RF
Interviewees' photos & activities' photos / Provided by Paris Baguette, AmCham, KPMG, and HP