Burnishing a Corporate Reputation: Smart Move by Microsoft

Being one of the biggest companies all too often also makes you an easy target so. So, inevitably, Microsoft catches a certain amount of flak. However, the software giant recently undertook a corporate social responsibility initiative — “Elevate America's Veterans” — that not only enhances its reputation, but makes also good sense in terms of Microsoft’s business.

Microsoft is providing $2 million in cash and $6 million in software to help U.S. troops returning from Iraq and Afghanistan — who are coming home to a depressed job market and double-digit unemployment — to find new jobs. Over the next two years, the contributions will be divvied out to veterans’ service organizations, workforce agencies and community colleges through a competitive application process. Returning vets will also receive training and help with job placement, child care and housing.

Like all the best corporate marketing and communications programs, Microsoft’s initiative:

• Answers a real need,
• Touches the heartstrings,
• Enhance the company’s image and
• Demonstrates the value of its products/and services.

The initiative is part of Microsoft’s “Elevate America,” a corporate social responsibility program that provides a million vouchers for e-learning courses and select certification exams free-of-charge, with the goal of helping to train two million people over the next three years.