Is Your Corporate Responsibility Initiative Beneficial?

January 7, 2016

More and more companies worldwide are adopting a corporate responsibility initiative.

Whatever the cause may be, even the most well-intentioned motive may not do much to improve a cause; therefore, it is vital for every firm to assess whether its corporate social responsibility (CSR) is really beneficial.

Ask yourself these questions to evaluate your CSR:

Is it Authentic?

As CSR has become an actual industry, more and more companies are jumping onboard because they know that millennials prefer companies who have a purpose of doing good as their motive.

However, to be credible and not to damage your reputation as a do-gooder, you should evaluate how authentic your organisation really is.

For example, if you donate money to third-world countries, but then use cheap labour to make your products, your values are not aligned.

Or, if you motivate your staff to participate in community cleanups and tree plantings, but don’t recycle in your own office, what message does that send?

Does it Involve Employees?

It is often not enough for organisations to simply donate a portion of their profits to social causes; customers want the companies they decide to be loyal to to phase social responsibility into every aspect of their business.

This usually means that employees should be involved in the CSR of each and every business.

This can take on different roles, such as allowing employees to pick charities and foundations important to them, and giving them time off to contribute to those causes.

Or, picking one or two foundations that the company as a whole wants to support, and motivating staff to volunteer on their own time to promote the said organisation(s).

Does it Offer Results?

Unfortunately, no amount of time or dedication can actually guarantee the success of your mission; some are simply too large to conquer, such as world hunger or poverty.

This is why it is beneficial to create and track small goals, which can actually get accomplished.

Instead of taking on world hunger, why not try to provide meals to local homeless shelters, and then track how many people were fed due to your involvement?

Or, instead of fighting overall poverty, why not employ people from third-world countries to work on certain projects or tasks, and then demonstrate how your involvement helped to build up a certain community?

While no one can argue that doing good is ever a bad idea, creating a CSR is not enough anymore.

Evaluating its authenticity, involvement and results, is necessary to uphold the initiative’s mission and values.

Many thanks

Gavin Muge

Senior Trainer & Consultant

Mark Williams 3

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