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Corporate social responsibility (CSR) and corporate responsibility (CR)
by Toronto Training and HR
February 2012
Page 2
Contents
3-4 Introduction to Toronto Training and HR
5-6 Definitions7-8 Grouping initiatives around
CR9-10 Benefits of CR11-13 Introducing a CR strategy14-17 Role of HR in CR18-27 Case studies A-E28-29 The CSR roadmap30-31 Implementing corporate
social responsibility32-33 Integrating CSR into global
business practices34-35 How to ensure you’re taking
the most effective approach
36-40 Trends to be aware of41-48 Case studies F-I49-50 Conclusion and questions
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Introduction
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Introduction to Toronto Training and HR
• Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden
• 10 years in banking• 10 years in training and human resources• Freelance practitioner since 2006• The core services provided by Toronto Training and HR
are:- Training event design- Training event delivery- Reducing costs- Saving time- Improving employee engagement &
morale- Services for job seekers
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Definitions
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Definitions
Corporate social responsibility (CSR)Corporate responsibility (CR)
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Grouping initiatives around CR
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Grouping initiatives around CR
EnvironmentMarketplaceWorkplaceCommunity
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Benefits of CR
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Benefits of CR
Creation of a distinct position in the marketplaceProtection of the employer brandBuilding credibility and trust with both current and potential customers and employeesEnhancing employee engagement, motivation and retention
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Introducing a CR strategy
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Introducing a CR strategy 1 of 2
Clarify the core values and principles of CR that are relevant for the individual organization Identify key internal and external stakeholders and the CR issues that affect the relationships with themGet the top team on board, and know how to sell the benefits of CR to different stakeholdersUnderstand how the CR strategy is aligned to business strategy and HR practices
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Introducing a CR strategy 2 of 2
Get endorsement for the CR strategy from inside and outside the organizationCommunicate, consistently, on how CR is relevant to the individual organization and business strategyTraining is vital, as CR will only have an impact if employees are engaged with the particular issues coveredEffectively measure and evaluate CR
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Role of HR in CR
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Role of HR in CR 1 of 3
Helping ensure that, as a minimum, statutory obligations are met in respect of issues such as remuneration practice or health and safety and that the organisation aims to go beyond the regulatory floor where possibleTaking responsibility for the key systems and processes underpinning effective delivery, including aligning CR with the overall business strategy and operations
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Role of HR in CR 2 of 3
Training and educating employees on their social and environmental responsibilities and embedding these values into organisational and individual objectives Integrating these values into the culture of an organisation – as the unwritten rules of how things are done are powerful in demonstrating an organisation’s commitment to the CR agenda
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Role of HR in CR 3 of 3
Delivery, not rhetoric, is the key to all stakeholders developing trust in an organization Influencing attitudes and behaviour change with line managers and the top teamUsing the positive aspects of CR in respect of the employer brand in recruiting, motivating and retaining highly skilled people
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Case study A
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Case study A
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Case study B
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Case study B
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Case study C
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Case study C
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Case study D
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Case study D
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Case study E
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Case study E
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The CSR roadmap
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The CSR roadmap
PHASE 1, support readiness for CSRPHASE 2, engagementPHASE 3, adapting business processesPHASE 4, training and communications
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Implementing corporate social
responsibility
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Implementing corporate social responsibility
Ask probing questions about how CSR can be linked to employees’ day-to-day experienceAvoid making CSR sound like the latest management fadHelp CSR champions link employee activities back to business objectives
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Integrating CSR into global business
practices
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Integrating CSR into global business practices
Assess your company’s CSR readinessSeek input from stakeholdersDevelop your CSR strategy
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How to ensure you’re taking the most
effective approach
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How to ensure you’re taking the most effective approachUnderstand the environmentKnow what your stakeholders wantYour reputation travelsDeliver on expectations
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Trends to be aware of
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Trends to be aware of 1 of 4Studies from half a dozen large consultancy firms in the last year indicate a continued growing importance of Corporate Social Responsibility Full life cycle analysis to assess the environmental impact of products is becoming widespreadThe “social” aspect of CSR is often neglected at the expense of the “environmental” agenda-yet, studies are showing that social initiatives contribute more to a positive brand image than greening enterprises
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Trends to be aware of 2 of 4
China will be the place to experiment better ways to be sustainable over the next few years: they are building several new “sustainable cities” from scratch Corporations will continue to judge CSR investments based on “good business practices”- meaning: it has to generate a positive financial return
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Trends to be aware of 3 of 4
CSR reporting is being typically done within the annual report (instead of a separate report) to show full integration with corporate strategy.Building trust is a chief driver of CSRCR reporting is becoming more sophisticated: balance must be achieved between comprehensiveness and readability
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Trends to be aware of 4 of 4
Leading companies are taking the responsibility for helping consumers reduce utilization of resources (water, pollutants, energy…)Companies are increasingly engaging with stakeholders for all aspects of their operations Technology will play an important role in CSR and CR
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Case study F
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Case study F
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Case study G
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Case study G
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Case study H
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Case study H
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Case study I
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Case study I
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Conclusion and questions
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Conclusion and questions
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