Many organizations pay a degree of lip service to their corporate social responsibility, but few take meaningful steps to make a more positive impact on the world. This is despite the numerous benefits associated with doing so.

Research from the University of Surrey explores the benefits of hiring people experiencing houselessness in the hospitality sector, including on attitudes toward the organization and the behavioral intentions of customers.

The term ‘houseless’ refers to people who may not have a physical structure to live in but still consider themselves to have a ‘home,’ while ‘homeless’ refers to those who lack both a home and physical structure to live in.

Organizational legitimacy

The study conducted two experiments and used organizational legitimacy theory, which states that an organization’s structure is shaped by rationalized institutional rules or “institutional myths,” to explore the impact of employing houseless individuals on customers’ perceptions of the employees and the organization.

The findings showed that customers had more positive perceptions of employees known to be houseless, leading to favorable attitudes towards the company and its responsible actions. The results were not impacted by the gender of the employees or the quality of the organization.

“Organizations that create hiring programs and policies targeted at populations who do not have a permanent residence not only help the people they hire, they simultaneously improve customer perceptions through this kind of socially responsible action,” the researchers explain. “Organizations should also consider using available resources or tax benefits to make a deliberate effort to employ those experiencing houselessness. It is a potential win-win for all involved.”

Crisis reports that by the end of 2021, 227,000 households in the UK faced houselessness. The US also faces a nationwide houselessness crisis, and organizations are well-equipped to respond.

The US Department of Housing and Urban Development’s (2022) latest study shows that on one night, about 580,000 people in the US were experiencing houselessness. The crisis is not just about providing housing, but rather addressing the root cause of houselessness – the lack of employment and high cost of living – by providing meaningful employment opportunities.