Books
Foundations
Gifts & Giving
NonProfits
Public Commons
Social Ventures
Online
Home » Corporate Philanthropy, NonProfits

Employee Engagement Can Deliver Greater Impact from CSR

Do you think that your company is too small to become involved in Corporate Social Responsibility initiatives? In addition to being a good corporate member of the community, are you looking at the potential benefits your firm could derive? Small and medium enterprises (SMEs) often overlook Corporate Social Responsibility (CSR), assuming that a program of social outreach falls solely in the realm of large organizations and is therefore beyond their reach.  However, SMEs have much to gain from CSR initiatives, and in some ways can benefit more directly and in less time than larger organizations.  The key lies in connecting a company’s core business with its core target markets and its most important ambassadors – its own employees.

Results show that CSR efforts are most successful when they are aligned with the core business of a company.  However, often the most organic way to make CSR effective, efficient, business-driven is to use a participatory approach in which employees of all levels take part in the design and implementation of a firm’s CSR initiatives.

Employee engagement is an untapped resource that adds authenticity to CSR, is a very cost effective way of creating change, and can lead to new and creative solutions.  Small companies in particular can easily find ways to leverage their relationship with their employees to positively impact their communities.  After all, relationships at a small company – between management and employees, between employees and the markets they serve – are more intimate.  Employees can function as ambassadors to the streets outside the factory gate, as they know what their communities need and want.

Employee engagement was at the center of a forward-thinking CSR program designed for Comercia, a medium-sized distribution company based in Peru. Comercia was emerging from a period of change, with new management, ambitious goals for increasing sales and reducing employee turnover, and little budget for marketing its products.  The company needed to connect more with its customers and employees.

Over the course of a few months, the program developed by AMGlobal Consulting reached out to Comercia’s workers, clients, managers, and suppliers to create an inclusive CSR initiative that covered all of these pain points at the same time.

Key to this process was communication, beginning with soliciting suggestions and feedback from employees and rewarding them for ideas used, practices that are still not common in Latin America.  Simple, inexpensive, non-traditional channels of communication like internal surveys, suggestion boxes, an online company newsletter allowed management to work more closely with employees to create an appropriate CSR program for Comercia’s needs.

The program was designed with ongoing employee feedback and included volunteer opportunities based on the nutrition of the company’s own products.  The program quickly became a source of pride and a cause of enthusiasm for employees, creating real improvements in morale and employee satisfaction.

And employee engagement continued through subsequent stages.  With the close of phase one of the program, management of the initiative was transferred to a new team that included fewer managers and more workers from different levels of the company, leading to greater sustainability.  The process provided new leadership opportunities within the firm while raising the profile of Comercia and its sales team in their communities.  In areas where these programs have taken place, sales are up more than 30%, workers are happier and more engaged, and the company is poised for future growth. (Read more about this project at http://www.poder360.com/article_detail.php?id_article=3387)

The employee engagement model of CSR is highly replicable and is of huge value to SMEs, especially in emerging markets where CSR is still relatively new and must demonstrate quick returns in order to justify funding.  Integral to that success is an ongoing dialogue with all levels of employees and the community.  By connecting to the bottom line and to employees from the start, soliciting feedback and using the information to design a meaningful CSR program, SME’s like Comercia can create a positive, sustainable impact.

Share This Post
[del.icio.us] [Digg] [Facebook] [LinkedIn] [Twitter] [Email]

3 Comments »

  • Great post. SMEs benefit from the best practices and business results achieved by HR, marketing, corporate communications, and community affairs professionals at large organizations. You can bet that top companies like GE, Wells Fargo, Deloitte, Kraft, Travelocity, AAA, PG&E and many others are approaching employee engagement strategically to add value to their organization ethically, while making a difference in their communities.

    Engaging employees with sustainability initiatives, volunteering, and workplace giving is a powerful tactic that produces tangible results in the form of retention, recruitment, and creating brand value in a new business landscape where turning employees and market influencers into brand ambassadors adds more value to a company than the old marketing tactics that worked well prior to the age of social media and transparency that we are now all a part of.

    The most visionary HR and marketing leaders at SMEs are already making employee engagement through CSR a business imperative. The fact that they are able to do so at lower cost than their cohorts at large enterprises due to leveraging the same technology that large enterprises use and employing their best practices is all the more reason to adopt CSR policies, and distinguish their company from their competitors, both in the eyes of their current and future employees, and their customers. If you are leading the charge within your organization, I’d encourage you to check out my company, AngelPoints. A good place to start is a white paper we have available on our website, The Business Case for Environmental and Sustainability Employee Engagement:

    http://go.angelpoints.com/the-business-case-for-environmental-and-sustainability-employee-education.html

  • Katy says:

    Thanks for sharing, and a good reminder that companies of all sizes – whether a two-person shop or a mid-sized corporation – can benefit from CSR in many ways.

  • [...] Employee Engagement Can Deliver Greater Impact from CSR (onphilanthropy.com) [...]

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.

Tags

#cgi2010 Allison Fine Barack Obama Beth Kanter Bill & Melinda Gates Foundation Bill Clinton Blogs Case Foundation CauseWired Change.org Changing Our World Clinton Global Initiative Corporate Social Responsibility Disasters DonorsChoose Facebook Facebook Causes Flash Causes Fundraising Fundraising Nightmares Giving Pledge GlobalGiving Haiti Hillary Clinton Kiva Lilya Wagner Mario Morino Millennials Non-profit organization Nonprofit NonProfits Philanthropy Planned Giving Politics Ron Paul Skoll Social Actions Social Media Susan Carey Dempsey Susan Raymond Ph.D Tom Watson Twitter United Nations Women YouTube

Blogroll

Philanthropy News

Sites We Like

Copyright

onPhilanthropy and DotOrgJobs are published by CauseWired Communications, LLC - copyright 1999-2011, all rights reserved.

Webmaster