engaging employees in corporate responsibility

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Engaging employees in corporate responsibility – What you’ll take away When people think of corporate responsibility and employees, what usually comes to mind are volunteering programs or community charity drives. While community involvement remains a core part of CR strategies, engaging employees in CR means (or should mean) much more – that CR is embedded in the day-to-day decision-making of employees. But what exactly does a CR-engaged workforce look like? And how can you reach that goal? Engaging employees in corporate responsibility is meant to help you define your organization’s CR engagement goals and communicate them effectively to the workforce. It’s the product of six months of benchmarking research, including the latest thinking from recognized experts and case studies from major organizations on all aspects of CR engagement. Inside you’ll find strategies, examples and tools to help you move your employees from awareness to active engagement in corporate responsibility. Jason Sumner Senior Editor, Melcrum Publishing [email protected] Engaging employees in corporate responsibility: What you’ll take away – chapter by chapter

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CSR in the workplace

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Page 1: Engaging Employees in Corporate Responsibility

Engaging employees in corporate responsibility – What you’ll take away

iii

When people think of corporate responsibility and employees, whatusually comes to mind are volunteering programs or communitycharity drives.

While community involvement remains a core part of CR strategies,engaging employees in CR means (or should mean) much more –that CR is embedded in the day-to-day decision-making ofemployees.

But what exactly does a CR-engaged workforce look like? And howcan you reach that goal? Engaging employees in corporateresponsibility is meant to help you define your organization’s CRengagement goals and communicate them effectively to theworkforce. It’s the product of six months of benchmarking research,including the latest thinking from recognized experts and casestudies from major organizations on all aspects of CR engagement.

Inside you’ll find strategies, examples and tools to help you moveyour employees from awareness to active engagement in corporateresponsibility.

Jason SumnerSenior Editor, Melcrum [email protected]

Engaging employees incorporate responsibility:

What you’ll take away – chapter by chapter

Page 2: Engaging Employees in Corporate Responsibility

Engaging employees in corporate responsibility – What you’ll take away

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CHAPTER 1: SETTING A CR ENGAGEMENT STRATEGY

The first step is knowing what corporate responsibility means for your organization, thensetting an engagement strategy that will embed CR into decision-making.

What you’ll take away:

• The six-step strategy model, from defining CR engagement to acting on the metrics youput in place.

• Research to back up the case that CR engagement matters to the business.

• Chrysler's four-stage pyramid to engage employees in corporate responsibility.

• A tool to help you define which area of CR engagement to focus on – programmatic,community, employee ethics programs, or all three.

• Expert advice on the “10 pitfalls of CR engagement.”

• How to train employees as CR ambassadors.

• Case studies on figuring employees into the CR strategy at aluminum producer Alcoa,embedding CR with employee charters at financial services company ANZ and creatingcommunity engagement panels at chemical producer Dow. Plus additional case studiesfrom Accenture, KPMG and British Gas.

CHAPTER 2: CHANNELS FOR ENGAGEMENT

We explain how you can make the most effective use of communication channels in order topromote and explain CR to employees.

What you’ll take away:

• How to set up an efficient process for gathering CR information from all parts of thebusiness.

• And understanding of the differing needs of internal CR audiences.

• How to set up a CR communication process across all channels.

• Strategies to promote your CR report to employees.

• How to use the intranet for internal CR communication.

• How to embed CR engagement in employee training and induction.

• Case studies on creating a sustainability network to motivate employees at Ford andembedding responsibility in operations at Intel.

Page 3: Engaging Employees in Corporate Responsibility

Engaging employees in corporate responsibility – What you’ll take away

iii

CHAPTER 3: MEASUREMENT

Here, you’ll learn how and where to define metrics that are relevant to your organization andits initiatives.

What you’ll take away:

• How to choose meaningful CR metrics that your organization’s managers can use tomeasure CR performance in the business lines.

• Three proven measurement strategies including the value-driver tree, corporate healthmetrics and risk-based operational strategies.

• Measuring responsibility with employee feedback.

• The “map and measure” approach to CR engagement metrics.

• Case studies on virtual CR taskforces at UK broadcaster Sky, measuring the success ofcommunity investment at logistics company DHL and using the balanced scorecard toengage employees in CR at Australian financial services company Westpac.

Page 4: Engaging Employees in Corporate Responsibility

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