[Hootsuite] Leading With Purpose: How We Became a B Corp
We’re all familiar with Patagonia, Method, Warby Parker, and Etsy as brands that are using the power of business to address social and environmental problems.
What you may not know is that all these companies are also B Corporations. In June Hootsuite announced that we joined this growing movement of changemakers using business as a force for good.
What is a #BCorp?
B Corporations are a new kind of company seeking a better way to do business. It’s like a LEED or Fair Trade certification, but for a business, not just a building or a bag of coffee. There are currently over 1300 certified B Corporations around the world.
Why is Hootsuite a #BCorp?
There are many reasons why companies choose to become a B Corporation. For Hootsuite one of the key reasons was to attract and engage top talent. We believe employees are looking for more than just a paycheque but a purpose and to work for a company that operationally aligns with their values. B Corp is a way to show how we roll.
It also ensures we are held accountable to that commitment by benchmarking our performance against other companies that are best for the world and provides a roadmap for improvement.
Most importantly, it gives us the opportunity to be at the forefront of a growing movement that’s gaining traction around the world with over 250 B Corps certified this year so far—or one certification a day.
The case study below breaks down the following:
- How we became a B Corp
- Results of becoming a B Corp (early-stages)
- What we got wrong in our journey towards becoming a B Corp
- Key takeaways for HR leaders