Whether you’re a start-up or a 1000 person company, your business should strive to operate ethically and always consider the impact (both direct and indirect) it has on people and the environment. CSR isn’t about red tape and legislation, it’s just a better way to do business – a way that can actually help your business be both more profitable and sustainable. We spoke to three professionals for their advice on maximising corporate social responsibility.
Jonathan Austin, CEO of Best Companies
1. Look close to home
An unsuccessful CSR policy usually comes down to a business feeling disconnected from charitable organisations or lacking the time. By staying local and helping a charity or community project on your doorstep, you can easily see the difference your help is making. Put aside an hour on a Friday afternoon where you and your staff can make a mass trip to the local charity of your choice. If it’s only down the road, people are a lot more likely to get involved.
2. Make it original
One company on last year’s UK Best 100 Companies list created a ‘Living Wall’ which covers 350 square metres with more than 10,000 ferns, herbaceous plants and 16 tonnes of soil, meaning that the wall will be in bloom all year round. It has many green benefits including improving the local air quality, reducing the risk of flooding, and attracting bees, insects and butterflies. The wall also makes for an attractive landmark in the area. Make your idea original and it will gain interest organically while also exciting your staff.
3. Give an incentive
A great incentive we have seen is that staff could ‘buy’ one or two extra days of holiday with the money they helped raise for charity. Employees were able to spread the cost over several months to accommodate all financial circumstances and ensure that the team had as much flexibility as possible to participate in the scheme. It was a great incentive and benefitted both employees and the charity.
4. Make it fun
A CSR project doesn’t have to be a burden or a drain on resources. Sometimes it can actually aid productivity by inspiring employee engagement. Having a staff fun day every quarter, for example, not only gives employees something to look forward to, but allows you to raise regular sums of money for charity at the same time. Think ‘school sports day’ and bring back some old fair games!
5. Share what you know
Many companies on the Best 100 List are experts in their field and have a lot of knowledge to share. One great example is a well-known phone service provider that runs “Techy Tea Parties” for Age UK and other local charities. At these events guests can spend around two hours having a one-on-one with a member of the company’s team, who helps them with their tech challenges. It’s really just about spending time with someone from their local community, over some tea and biscuits.
Jill Poet, Managing Director of Organisation for Responsible Businesses
1. Remember – it starts with you
CSR is about having a purpose that is about more than making a profit, and having a set of ethics and values that run right through the heart of your businesses. As a small business owner or director, you need to personally define that purpose and ensure you align the way your business operates with your personal values. I would recommend you sit somewhere quiet, close your eyes and think about your purpose and values. Have you lost sight of the goals of your business and the wonderful things you wanted to achieve when you first started, or have those ideals changed over the years?
Once you clearly define and align purpose and values, your company’s CSR endeavours will be completely authentic and it will be much easier to reap the benefits. You will also be surprised at how much better you will feel personally.
2. Build your brand
When people think of branding, they think logo, company colours, style of website and literature. But company values should also be an essential part of your branding. Tell your client base, or potential client base, what your values are. Are there any policies or reports available? How transparent are your terms and conditions? Ensure you’re communicating your values throughout your branding!
3. Communicate internally
Has all this warm and fuzzy information been communicated down to your employees? They are the window to the outside world, to your customers, potential customers and even future employees, so ensure they fully understand the company culture and what it is you stand for.
4. Engage employees
There are four key areas of CSR:
• Workplace
• Marketplace (customers, suppliers etc.)
• Community
• Environment
Communicating is meaningless unless it is authentic, and that authenticity must start in the workplace. Ensure your employees are engaged and motivated. You’ve cascaded information down, and now you want employees to communicate back up. Find out how they really feel about the company as employees; if they feel there is anything that could be done to improve relationships with customers and suppliers; what community projects they would like to support; and how they feel environmental impacts can be reduced. Listen to them and engage them. Get them involved in bringing their ideas to fruition. This way they’ll feel even more engaged and motivated.
5. Communicate, communicate, communicate
Use all the means available to communicate your CSR successes externally. Use social media, issue press releases, write blogs. And at the end of each year, why not do a short report? Maybe just a couple of slides with lots of pictures and brief information about what you have achieved in the last 12 months?
Raj Tulsiani, CEO of Green Park
1. It all starts with a single idea
When it comes to CSR, you and your company need to agree to a unified response to one simple question – “why is this important to us?” Without a clear focus, you will be shooting in the dark and probably won’t reach the CSR goals you set out for yourself.
2. Democracy isn’t just for ancient Greeks
Often CEOs and their leadership teams are completely out of touch with their staff, let alone their increasingly segmented customer base. Involve your team when deciding on which cause to support and how to support it. This will help them feel valued as well as committed to the cause that you eventually choose.
3. Take it seriously
Good PR does not change bad practices. In today’s highly interconnected world, half-baked or tokenistic actions can not only be dangerous, but are rarely worth publicising. Commit to your cause properly. Set KPI’s for the community groups and causes you invest in. You also have to decide how this cause aligns with your company and the work that you are doing on a professional level.
4. Environmental capital is not just for oil and construction companies
CSR is becoming increasingly important for all types of companies because social responsibility and environmental issues have become a major consideration for a lot of consumers. Help your stakeholders to understand how it can add value to you and your staff. Much like equality and social mobility credentials, CSR will soon become a factor for procurement score cards, and early adopters are likely to benefit from starting on their environmental policies early.
Thanks to all our contributors for their valuable advice. For more expert tips be sure to follow us on Facebook and Twitter.