CORPORATE SOCIAL RESPONSIBILITY : THE WAY TO GREENER, SAFER TOMMOROW CORPORATE SOCIAL RESPONSIBILITY SOCIAL RESPONSIBILITY : Social responsibility is an ethical or ideological theory that an entity whether it is a government, corporation, organization or individual has a responsibility to society.
Social responsibility is the obligation of organization management to make decision and take actions that will enhance the welfare and interests of society as well as the organization. Social responsibility is quit important to the society, organization and human. SOCIAL RESPONSIBILITY COVERAGE AREA : There are six main areas of social responsibility-:
PROVIDERS OF FINANCE,
COMMUNITY AND ENVIRONENT,
AND OTHER ORGANISATIONS OR GROUPS. COVERAGE AREA EMPLOYER BRANDS & CSR : STRONG EMPLOYER BRANDS PAY ATTENTION TO CSR .THE QUESTION IS ASKED AS WHY??
CSR IS LINKED WITH
a company’s core business objectives and
a companies’ core competencies,
ULTIMATELY , LEADING TO PROFIT ,or positive financial return to the company. EMPLOYER BRANDS & CSR ARGUMENTS FOR SOCIAL RESPONSIBILITY : overall corporate strategy
operational cost savings,
talent attraction/ retention,
access to new markets,
license to operate in new countries/ communities. ARGUMENTS FOR SOCIAL RESPONSIBILITY PRINCIPLES OF BRANDING &CSR : Know thyself (link to your business objectives and competencies.
Get a good fit (select an issue/ cause for which you own part of the solution)
Be consistent (one deep cause throughout the company over a long period of time)
Simplify (simple easy messaging, like Pedigree’s Help Us Help Dogs)
Work from the Inside Out (engage employees throughout the company)
Know Your Customer (some segments are much more ready for this, ie Millennials, Women, LOHAS)
Tell Your Story (stories trump facts 10 times out of 10) PRINCIPLES OF BRANDING &CSR SURVEY IMPACT : ACCORDING TO A SURVEY DONE IN THE US,
79% want to work for a company heavily engaged in CSR
56% will refuse to work for a company who is not at all committed to and engaged in CSR.
Over 80% will switch brands if no CSR. SURVEY IMPACT ARGUMENTS AGAINST SOCIAL RESPONBILITY : • Social responsibilities could reduce economic efficiency.
• Social responsibility would create excessive costs for business.
• Weakened international balance of payments
• Business has enough power, and social involvement would further increase its power and influence.
• Business people lack the social skills necessary to deal with the problems of society.
• Business is not really accountable to society. ARGUMENTS AGAINST SOCIAL RESPONBILITY