By AMC He QianJun
Creating Organizational CSR Synergy
In my previous post, I shared my two cents on turning CSR to a company’s benefit by adopting it in policy and management system. To those remain nonchalant, it’s time for you to learn the blunt truth – CSR is dead.
It may sound like crazy talk again if your daily interaction is with the intensive manual labor industries, but for industries with highly automated processes, the talk has already become the walk – Unilever closed down its CSR departments and integrated the core CSR belief into every aspect of its management system back in 2011. Global CSR leaders have been vigorously examining how to push on such practice to other industries ever since. It’s just a matter of time before it knocks on your door.
What is achievable within a multi-national organization is definitely doable within other organizations as well. Regardless of the size, below are some key steps to initiate the transformation:
- Communicate the plan with all staff. Not just with the management level, but with all people – including warehouse keepers, cleaners and guards. The communication should be two ways, not just an announcement through a loud speaker or a poster.
- Define how CSR helps with your organization’s profitability/mission with your top management.
- Include CSR elements in each department’s KPIs.
- Your top management should be responsible for enforcing CSR within his/her team, not some coordinators fresh from school.
Once these steps are taken, other compliance issues, turnover rate and productivity concerns will be like stones off your chest. But of course, it’s way more difficult than it sounds. So don’t be ambitious to start with all four at once. Take time and patience to ensure sufficient communication, to gain buy-in from all staff. Then you will find a transformation journey full of hope.