Engaging People in a Culture of Responsibility
October 14, 2010 by cmcauliffe
By Caroline McAuliffe, ExeConnect and Virtual Angels
There are two schools of thought on the business case for Corporate Social Responsibility (CSR). Advocates make a strong case citing increased positive brand awareness, stronger employee engagement and increased community and environmental support. The naysayers believe that the only responsibility business has is to make profits for its shareholders.
What is CSR?
Corporate Social Responsibility (CSR) is an organisation’s strategy and the initiatives it puts in place to monitor and manage the way it impacts its legal, ethical and environmental responsibilities.
Overarching the strategic plans is the organisation’s transparent and publicly stated willingness to promote and support community, national, and global causes, via corporate philanthropy, cause-related marketing and sponsorships.
Why Should HR Play a part in Corporate Social Responsibility?
Employee Engagement
If an organisation decides to embrace a culture of responsibility, CSR may well play a part in an employee engagement plan which HR would drive. It’s the opportunity for all employees, of all ages, to collaborate and communicate. Younger people tend to be environmentally conscious and want to work for a business where they can make a difference. Older workers tend to be more altruistic and also want to feel like it’s time to give something back.
Employer Brand Proposition
Employer brands have taken a beating in recent years, gone are the days of jobs for life with predictable career steps up the ladder and stable and defined benefits. These days CSR can go a long way in refreshing the employer brand offering and attracting talent as well as the wider community. It can serve to promote the business as one that embraces a ‘triple bottom line’ and adds value back to society and the environment rather than take away from it. This makes for an alluring benefit for new hires and helps retain key people.
Cross Cultural Understanding
Whether a large corporate or a SME, all business is crossing global borders and CSR can serve as a way of understanding and respecting different work practices and cultures. Employee collaboration on a global level will boost employee relations as well as raise an organisation’s brand recognition – which ultimately will lead to bigger profits and shareholder value.
Community Relations
Initiatives can be driven by HR which can include implementing reward programs, charitable contributions and encouraging community involvement and practices. Examples of these programs may include adding updates in newsletters and blogs to staff members that highlight employees and managers involved in community relations or creating monthly reward programs to recognize efforts by individuals within the company.
Linking Products and Services to Local Community
HR can develop employee Training and Development programs that connect the company’s core products or services to the wider community, their value to that local community and ways in which employees can get involved in appropriate CSR projects.
One Policy, One System
Another key way for HR to drive CSR is through the development of a company policy, centrally managed. The policy will ensure that initiatives are measured and successes are recognised. Implementing an online system, perhaps as part of the website or intranet which is accessible and maintained by all stakeholders will encourage participation, engagement and feedback by everyone.
Celebrate Successes
It is important to continually celebrate the wins in order to sustain the energy behind a CSR program. Initiatives should be led and supported by the leaders of an organisation in order to give the program meaning and authenticity.
Team Building
Building a cross functional team to initiate and manage the CSR program provides additional valuable experience and training to employees who undertake roles and get involved in communities they wouldn’t normally be involved in. It adds new skill sets and experience to their resumes and keeps them motivated and engaged. They are gaining invaluable experience whilst feeling they are giving back to their communities and the wider world.
MORE GREAT POSTS BY CAROLINE MCAULIFFE
- Interviewing for Emotional Intelligence
- Bridging The Generational Gaps in Your Workforce
- Recruitment for Small Business Growth
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Caroline McAuliffe - ExeConnect and Virtual AngelsCaroline is currently founder and director of ExeConnect, a boutique firm specialising in assisting organisations to identify, develop and retain executive and senior management talent. Caroline is also, the founder and director of niche employment firm, Virtual Angels, specialising in the provision of virtual, part-time and permanent business support resources provided to SME clients using a flexible, economical and efficient “Pay as You Grow” model.
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