Corporate volunteering initiatives are playing a larger role as employers continue looking for ways to strengthen employee engagement, workplace culture and social purpose efforts, says Patrick Barron, vice-president of corporate citizenship and sustainability at Telus Communications Inc.
The company’s long-running volunteer initiative, which marks its 21st year in 2026, encourages employees, along with friends and family members, to volunteer in their local communities through a mix of in-person and virtual opportunities.
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Barron explains the initiative is closely tied to the company’s broader employee experience and culture strategy. “People want to work for and with a company that shares their values. We know team members want opportunities to contribute in ways that are meaningful to them.”
This year, the company expects more than 100,000 volunteers across 35 countries to participate, up from roughly 90,000 across 34 countries last year.
The initiative includes a range of volunteer opportunities designed to accommodate different schedules, locations and accessibility needs. In addition to community events, Telus offers virtual opportunities, including programs supporting seniors, disaster-response mapping and services for people with visual impairments. Barron notes flexibility is key to ensuring participation is accessible across a diverse workforce, including frontline and shift workers.
Corporate volunteering programs have gained more attention in recent years as employers look for ways to strengthen workplace culture amid ongoing concerns around burnout, retention and employee disengagement.
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Barron suggests volunteering can help strengthen social connection and sense of purpose among employees, particularly at a time when many workers are seeking meaning beyond compensation alone.
Telus reported an employee engagement score of 85 per cent last year and notes volunteerism remains one of the initiatives that employees reference most often when discussing workplace culture and belonging. The company has also maintained more than one million volunteer hours annually for nine consecutive years, including more than 1.5 million hours in each of the last three years.
Leadership participation is also built into the program. According to Barron, executives and managers track participation rates across their teams annually, with some business units reaching almost total participation.
Telus positions the initiative as part of its environmental, social and governance strategy and long-term social purpose commitments. Since 2000, employees have contributed 2.5 million volunteer days and $1.85 billion in charitable support through various giving initiatives.
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He adds sustained partnerships with community organizations, clear access to volunteer opportunities and leadership participation are all important to maintaining long-term employee engagement in corporate volunteering initiatives. “Employers have an opportunity to normalize volunteering as part of workplace culture.”