csr

corporate social responsibility

"Today, corporate social responsibility goes far beyond the old philanthropy of the past - donating money to good causes at the end of the financial year - and is instead an all year round responsibility that companies accept for the environment around them, for the best working practices, for their engagement in their local communities and for their recognition that brand names depend not only on quality, price and uniqueness but on how, cumulatively, they interact with companies' workforce, community and environment.

Now we need to move towards a challenging measure of corporate responsibility, where we judge results not just by the input but by its outcomes; the difference we make to the world in which we live, and the contribution we make to poverty reduction."

The Rt Hon Gordon Brown MP, Chancellor of the Exchequer.

Corporate Social Responsibility is an exciting area, rich for development and currently underutilised by companies as a whole. Often considered as a limitation to what a company can do, the reality is that CSR can work to support business strategy, solve business challenges and create passion and purpose within your workforce.

CSR Defined.

CSR covers all aspects of corporate governance and is about the ways in which businesses conduct themselves in an ethical way. This includes taking care of the environment and being conscious of how they treat their employees.

Used strategically and thoughtfully, it is far more than that:

Boosting your Employer Brand - 41% of companies anticipate problems recruiting sufficient staff this year. The CBI tells us we are short of talent and skilled labour. CSR can help to attract, retain and keep motivated the talent that your company needs.

Creating trust and credibility in the marketplace - a strong, well actioned CSR policy can help to develop trust in your organisation in your customer base.

Help to solve business issues - when your CSR policy is built within the frame of your business drivers, CSR becomes a strategic business tool rather than an obligation to be met. See for instance, Coaching for Schools. This is an intiative that helps to groom young people to have the very attributes that employers say they want in the school leavers they seek to employ, hence supporting businesses in their recruitment challenges.

Creating employee engagement - we are regularly asked how companies can motivate their staff. A well placed CSR policy can help to create trust and rapport in the employee/employer relationship - and we know that people work harder for managers and companies they feel valued by and with whose values they feel aligned.

Create a "feel good factor" in your company - when leaders and employees feel good about their work, the company they do it for and the ways in which that company impacts the world, they are shown to be more creative and intuitive. They are physiologically better placed to do a "good job". A sense of contribution is something that many employees crave - not just to get through the day, but to use their skills fully and do an outstanding job. An effective CSR policy delivers this contribution and therefore boosts your company "feel good factor".

Culture change - at the very root of CSR is the opportunity to be totally conscious of your company culture - how it is perceived internally and externally - and how it impacts the world. When your culture is reflected in what you say and do to multiple stakeholders then your business credibility is at its highest. The most strategic CSR projects reflect this awareness of business culture.

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