This month, HR Magazine in the US devoted two articles to the hot topic of corporate social responsibility (CSR). Both emphasised the increasing sophistication of CSR strategies, and their value to the company, the individual employee and society in general.
In ‘Ground Force’, the magazine emphasises the importance of well-designed CSR programmes in developing future leaders. At IBM, for instance, the ‘Corporate Service Corps’ challenges high-performing staff to find solutions to real-world problems all over the globe. Stan Litow, President of the IBM International Foundation and Vice President of Corporate Citizenship & Corporate Affairs, comments that the benefits go three ways: “There’s the individual benefit of the most extraordinary leadership development program, which many describe as the experience of a lifetime. There’s a benefit in the community, the equivalent of hundreds of thousands of dollars worth of business consulting services and each engagement really helping people solve problems, grow jobs, and improve their economy. Finally, there’s a benefit to the company in growing a generation of leaders who have a much more grounded understanding about growth markets and culture in the communities where we see our future.” He goes on to talk about the wider benefits in terms of retaining top staff by offering them these kinds of programme, and the recruitment benefit of being able to offer prospective staff similar opportunities in the future.
The key point here is that CSR is about so much more than curbing the harm that your organisation does, or undertaking some token community activity that will look good in your annual report. It needs to be integrated with all of your business processes – most crucially with the HR function, but also with business development – so that the wide range of benefits described above are realised. When you are growing a new generation of leaders who need to be able to see the world differently and to innovate in a climate of constant change, these well-designed CSR initiatives are the best weapon in the corporate armoury.
In ‘You Get What You Give’, the CSR initiatives of several other major players are examined. For example, AMD has recently created the Community Corps, a skills-based volunteerism initiative. “Employees are placed in a non-profit organisation so that their skills are shared and they do something good in the process – and then whatever they learn is brought right back to the company, so it’s a benefit for AMD as well”, says Allyson Peerman, Vice President of Public Affairs.
The recession has tested the CSR function, and has not found it wanting, as the Global Director for Corporate Citizenship at Dow Chemical Company, Bo Miller, suggests: “Over the past five or six years we’re really seen corporate citizenship driving further into the business and seen it become more aligned with our business strategy at Dow. So when businesses like ours found ourselves in pretty challenging times and budget cuts were required, we felt that same pressure equal to any other function or group within the company, wherein the past it would have been disproportionate – and not in our favour. It’s been a test environment really, and proves the function is understood by senior management.”
It’s clear that corporate social responsibility is here to stay, and that a well designed, and aligned, strategy will pay real dividends for shareholders, consumers, and society as a whole, now and in the long term.