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The need for corporate social responsibility (View Comments)
Sheetal Srivastava
Posted On Monday, December 14, 2009 at 11:30:50 AM
At a time when companies are cutting costs and downsizing the staff, has corporate social responsibility – the backbone of an organisation, taken a backseat? Here’s what experts have to say
Corporate social responsibility (CSR), a strategic corporate initiative that has been receiving an increased amount of attention, provides more benefits to an organisation than simply reducing costs by recycling and giving back to the community. Working for an organisation where employees positively view CSR efforts has a significant, favorable impact on how they rate their pride in the organisation, willingness to recommend it as a place to work and overall satisfaction. Furthermore, those employees with favourable opinions of their organizations’ CSR activities are more likely to say they intend to stay.
Participating in corporate social responsibility (CSR) activities provides more benefits to an organisation than just giving back to the community and “doing the right thing.” An organisation’s active participation in corporate social responsibility efforts has a significant influence on employees’ engagement levels and views of senior management.
“In this progressive date and time, companies must be socially responsible. Organisations should take a long-term strategic view and share the responsibility in all for a better future, thereby continuing to do philanthropic activities,” says Manuel D’Souza, Chief Human Resource Officer, Intelenet Global Services.
“CSR has definitely not taken a backseat. The slowdown did give us an opportunity to look at some of our CSR activities from a fresh perspective and engage ourselves in a more meaningful manner. Some of the social projects that we have undertaken have helped bring smiles to the lives of those who are underprivileged,” notes Sandeep Dhar, CEO, Tesco HSC.
Adding further to this he says, “Our theme for the Corporate Social Responsibility program is "Empowerment through Education". Our social projects include working with: Parikrama Humanity Foundation, a non-profit organisation, solely dedicated to empowering children, from economically backward families, through education. We also support worthy causes such as the ‘Walk-a-Thon’ organised by the Samarthanam Trust for the disabled and the midnight marathon in aid of green initiatives.”
So, are companies giving equal importance to CSR as compared to fostering employee motivation? “While challenging economic conditions result in making tough decisions, it should, however, not affect the hard-earned reputation as a responsible organisation. It is important for companies to stay committed to making a difference. From the beginning, we have been dedicated to supporting the communities in which our employees work and live. This culture, has in turn, helped us foster employee participation and motivation. In my view, motivation is often based on company values and CSR activities have a big impact on the company’s brand value. Most employees feel proud to work for companies that are committed to a greater cause,” adds Dhar.
Intelenet Global Services has always been open to hire potential workforce irrespective of their physical incapability. It supports several disabled employees financially as well as by providing any other assistance they require. “Working for the people is itself a socially responsible cause as everything we do is geared towards connecting people with jobs so that they can earn a living and support their families. We encourage and support talented employees to pursue their hobbies and interests. All our initiatives see active participation from employees who look forward to such programmes regularly,” adds D’Souza.
An organisation's active participation in corporate social responsibility efforts has a significant influence on employees' engagement levels. The link between CSR and employee engagement could mean different things to different companies. However, the basic conclusion is the same – companies that do a good job of CSR activities are recognised as great employers. On the other hand, employees who are satisfied with their organisation's commitment to social and environmental responsibilities are likely to be more positive, engaged and productive.
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