I would prefer a higher income that allows me to contribute on solving the social and environmental issues within my community, rather than the company to take decisions for me.
If you are in HR, what will be your response if one employee will approach you with that statement? Will you try to convince him or her about the opposite or do you prefer to skip this subject?
In many organisations CSR is integrated in Communication or Public Affairs. It’s hardly ever a part of HR. In essence, CSR survives only through enhancing the social education of employees. The HR department has a crucial role in this. HR can change the system. HR can influence the top-level management of the company to support CSR initiatives.
It is time for HR to wake up to CSR.
Currently, there is not enough HR involvement in the CSR strategy at corporate level. We live in an era in which the talented Millennials want to create a positive social impact. They search for companies that offer them a purpose in life. In fact, we are witnessing a change of mindset at every level. A job is not just a job anymore. Most of the employees want to contribute and make things better. We all want to work for organisations which stand out in CSR and go beyond those related to the environment and social causes. These companies take very good care of their own people.
Let’s think forward. There are several initiatives that the HR department in any company can take to embrace the needs of our times. And HR can adapt the existing strategy for creating a sustainable environment for the employees.
HR needs to get CSR Training
HR should be prepared for what CSR really means and for the related practices. If the company already has a CSR manager, this is already a step forward. HR and CSR can work together and develop the sustainability concepts related to employees.
Speaking with some of my friends working in multinational companies in Europe, they knew very little about the CSR actions of their organisation. These usually take place outside of company and have low involvement of the employees. The general approach to CSR is mostly related to compliance with ethical standards and with the law, protection of the environment, philanthropy and the support of social causes.
HR can change the mindset of leaders, can educate employees and can create a culture of social responsibility. This requires knowledge and partnering with the responsible for CSR.
Everything begins with people. On the long-term, the investment in people’s education has immense benefits for a company conducting business in an international environment. The employees could have a certain vision on what sustainability means, according to their own culture. HR can shape that vision through the company’s CSR oriented culture.
Set achievable Goals
People have to believe in doing right. HR can create short and long-term goals which are achievable and can be easily followed up. Involving employees in planning will be a great idea. This way they can feel part of the team and most likely they will want to contribute as much as possible.
“Transparent” should be the word standing next to communication. Employees should be in the loop all the time. It helps engaging them in the workplace and it creates trust in the company.
A starting point could be the redesign of the internal brand campaign to include also CSR. HR should work with the Communication & Public Relations department on this. Using social media and internal tools is great, but HR should not limit itself to virtual communication only. Face to face formal and informal meetings between HR, Leaders and employees are a good opportunity to promote sustainability at the workplace and beyond.
The most efficient communication is through action, though. Good reputation is based on what the company does and which efforts were made. The perception of the employees about CSR practices can be modelled through real facts and examples and not just words.
Inspire and engage Employees
There are many ways of engaging employees. These can shape people’s behaviour and motivate them to embrace CSR and consider it part of their life, not only of their workplace.
HR can help employees to better understand what CSR is, how to be responsible on day-to-day basis and how to support their colleagues and the company. On the other hand, HR should be transparent about its own actions and about the efforts done for supporting the employees.
There are three approaches that can be taken towards engaging employees:
- Creating or facilitating access to leadership development programs designed to build CSR knowledge.
- Introducing mentoring programs between senior and junior employees focussed on sustainability practices.
- Officially dedicating several hours to voluntary work or workshops. The special allocated time doesn’t necessary have to be spent outside of company. HR can arrange places within the organisation where employees can meet and hold brainstorming workshops oriented towards finding new and better ways of sustainable management.
If employees understand that participation to different CSR initiatives can improve their skills and can get them closer to their dream job, they will voluntarily take part in no time. HR can make them see the benefits, such as expanding their network, building relationships, breaking the daily routine and stimulating creativity.
Celebrations are always welcome. Recognising the efforts is a ‘must do’ for any organisation. Employees want to feel appreciated. Companies have many ways of doing this.
Successful CSR actions have to be officially reported at least on annual basis. Companies have to be consistent and transparent when reporting their achievements.
Internally, a good information system should be put in place. Employees will need to know first and in real time about successful activities. This is a great motivation technique.
Follow-up and improve
Online tools and internal newsletters can be used to track CSR actions. HR can invite employees to join dialogues on sustainable practices. HR can follow-up together with them and identify the weak and the strong points.
HR should use valuable information coming from the results of internal surveys and employees’ feedback when designing the next programs. Everything should be transparent and communicated in real-time.
Employees will definitely appreciate the efforts coming from company’s side on improving the practices and trying to create a better place to work.
Coming back to the first question it’s clear that skipping social responsibility is not an option for HR. Employees of a company with strong CSR practices related to human resources will not make such statements like the ones at the top of this blog. They will feel appreciated by the organisation. They will want to contribute to different CSR actions initiated by the company. And they will develop a passion for doing good.