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The unconventional is slowly becoming conventional.

According to an article by The Economic Times, more young entreprenuers are opting for less conventional career paths, looking to pursue social missions using for-profit business models. Many people agree that younger entreprenuers are a model for necessary change in how we do business. Not only making money, but helping others and creating better sustainability in the process (also known as social enterprises). These business ideals are becoming more and more mainstream with Generation Y and Millenial workers. It’s the ideal that business is no longer just about making money but making the world a better place in the process.

There are several other like-minded workers that have a passion for sustainability but without the ability to pursue their own private venture. What makes this sort of talent choose which organization they want to work for? For these folks, an organizations involvement in social responsibility will have a huge impact on how they ultimately choose (and more importantly remain with) an employer. How a company gives back, whether it be through volunteer time, money, or using fair trade products as corporate gifts, influences a person’s view and/or loyalty toward that organization.

How are you using social responsibility to maintain employee engagement and loyalty?