“It ain't wot you do, it's the way that you do it”

Abstract

PurposeThis paper seeks to understand the views of employees in a UK company on an employee vounteering (ESV) scheme. It further seeks to advance theory in this area by integrating organisational identity (OI) and organisational citizenship behaviour (OCB). The paper moves forward the scholarly work on ESV by interviewing employees who do and do not volunteer within ESV schemes.Design/methodology/approachA purpose sample of 31 (n = 31) interviewees was drawn from all levels of the studied organisation. The method follows a qualitative approach using NVIVO as the analysis tool. The interview was triangulated using a focus group.FindingsEmployees have a range of emotions and responses to a company operating an ESV scheme. The study is particularly interesting in that it studies employees of a gambling organisation that bring in further rich employee views on the scheme. Much of the sparse literature on ESV does not pick up on UK‐based organisations and this study is therefore revealing.Research limitations/implicationsManagers of corporate responsibility (CR) in organisations should be concerned with how they implement their CR programmes – especially with respect to how they establish and communicate ESV programmes. Academics will find value in viewing ESV through a conjunction of OCB and OI theories. The research could be replicated in other large UK organisations with similiar ESV programmes to test whether the experiences of employees are widespread in other organisations.Practical implicationsThe paper tacitly questions the impact of ESV programmes on the employee stakeholder group and suggests that, unless ESV programmes are well run and well communicated – and given a good budget, employees may in fact view the programme negatively. It demonstrates that CR is not simply a “nice to have” that can be simply bolted on.Social implicationsOrganisations, especially those in the third sector that work with corporates, need to understand the role of ESV schemes in their partner companies and consider the views of employees and the strategic logic of the companies before embarking on working together.Originality/valueThis is an original piece of work in a relatively under‐researched area. This is the first study to consider volunteers and non‐volunteers in an ESV scheme in a UK‐based company – the added dimension of interest and value is that the studied organisation was a gambling business.