ebbf dtruran imsd csr in sme - part 3 of 3

www.eoi.es

CSR in SMEs - part 3

IMSD / CSR in SMEs

PROFESSOR daniel truran - @dtruran - daniel.truran@ebbf.org

ebbf.org / Daniel Truran www.eoi.es

Identify an SME that has applied CSR (world coverage) !describe the driver that pushed that company to CSR !identify stakeholders it positively influenced !describe success it brought about !2 A4 pages maximum - 3 min presentation - website links !email to : daniel.truran@ebbf.org

IMSD / CSR in SMEs

Your assignment

have you all emailed me your assignment and the link to

your blog post?

how many presenters today?

In the last class we ...saw the importance of starting any CSR effort with your employees !the key to aligning - making - AND - delivering - the promise at all stakeholder levels: creating purpose and finding shared values !the POWER of values (shared values) in creating desired behaviours Warby Parker (internally and for investors), Lush (giving it all for the company), Altran (saving lives) !other new ways of implementing CSR in SMEs in the social, economic and environmental areas = people, planet, profit: softonics - best small company to work for - video !who is and what are the characteristics of your ideal, values-based leader? !new female leadership

IMSD / CSR in SMEs

Today ...couple more ideas to apply CSR in SMEs !reporting, yes / no, how? !connecting - personal - actions with the company’s purpose !right structure and right environment to allow CSR to thrive in an SME !communicating internally and externally CSR in an SME

IMSD / CSR in SMEs

Innovative ways of living CSR in SMEs

Flexi-time

http://lava.nl/new/english/

(Only to senior positions who are mature about using their 5th day)

Four Day Working Week

Meet Paul Hughes Partner at Lava Design

Winner of the “European Design Agency of the Year Award”

IMSD / CSR in SMEs

Formal or informal? Should I produce a Report?

It depends !What is my objective? !Become a love brand?

IMSD / CSR in SMEs

informing specific stakeholders including customers about what is important to them, value of informing !Impress big companies? !What about internal monitoring of progress?

do you remember some benefits from Walmart example?

Why Report and Measure?

IMSD / CSR in SMEs

The importance of measuring

IMSD / CSR in SMEs

Formal or informal? Should I produce a Report?

Stimulates Action !Shows Progress !Highlights what is not working !Clear message to your stakeholders that you do care

IMSD / CSR in SMEs

Different kinds of reports!Driven by my multinational client Can I influence it? Client would gain by your insights but is often restricted by their own reporting guidelines/restrictions !GRI for SMEhttps://www.globalreporting.org/resourcelibrary/Small-Smart-Sustainable.pdf

!CSR EUROPE SME key http://www.greenbiz.com/sites/default/files/document/CustomO16C45F45079.pdf

!Company's own report about internal monitoring of progress?http://ebbfnews.wordpress.com/2014/04/05/wesley-gee-produces-a-starters-guide-for-sustainability-reporting/ !

IMSD / CSR in SMEs

How can we report CSR in SME’s ?

Define Goals

Define goals you want to reach and then create KPIs for them:

Raw Numbers Progress Change

number of complaints

what percent complete

directional measure increase of 10% over last year

Define Goals

Define goals you want to reach and then create KPIs for them:

Raw Numbers Progress Change

IMSD / CSR in SMEshttp://www.sapsustainabilityreport.com/performance/overview-performance

http://www.sapsustainabilityreport.com/performance/overview-performance

IMSD / CSR in SMEs

Infographics !

IMSD / CSR in SMEs

The key questions to answer are

what do you want to communicate, !

what do your stakeholders want to know? !

how can you create “love” ?

IMSD / CSR in SMEs

https://www.youtube.com/watch?v=EdeVaT-zZt4

IMSD / CSR in SMEs

The key questions to answer are

what do you want to communicate, !

what do your stakeholders want to know? !

how can you create “love” ?

IMSD / CSR in SMEs

What is the purpose of work ?

of MY work ?

but how can I act on a purpose, specially if it is an ambitious purpose?

ebbf’s vision statement

we contribute to a prosperous, sustainable and just civilization by promoting and applying ethical values, personal virtues and moral leadership in business and civil society.

How on earth do I align THAT kind of purpose to my daily working life?

I’m not building only.I’m building a new civilization.

Mary, 35. Architect.She choosed to use eco-materials only.

Steve Hall

I’m not baking only.I’m building a new civilization.

Paul, 42. Baker.He buys raw materials from Fair Trade only.

I’m not just selling drugs.I’m building a new civilization.

Ann, 30. Pharmacist.She educates her clients about naturalhealthcare.

July August ’09

I’m not teaching maths only.I’m building a new civilization.

Jennifer, 45. Professor.She started conversations with her students about etichs in science.

Personal Purpose

Company Purpose

The power of aligning personal with company purpose

IMSD / CSR in SMEs

http://www.youtube.com/user/BarrettValuesCentre#p/u/25/cnwKEkWYug0

Do you bring - yourself - to work?

Mobile phone at home or at work

to become more successful !

creating more successful organizations

know your values to become stronger more aligned and coherent

instead of work life balance enjoy a life balance

Rüdiger Fox ... a “few” years ago in 2001

Easy to remain faithful one’s values?

Easier to stick to your principles

by Strengthening Your Sphere

fast growth

competitive rivalry

stock-market expectations

peer-group thinking

Does this environment fit you? You have a choice

& Your people have a choice

Passive - be influenced by others or active - influencing others?

fast growth

competitive rivalry

stock-market expectations

peer-group thinking

IMSD / CSR in SMEs

what verbs (actions) come to mind !

to allow this “inspired by” status to happen in your company?

Ask about your people’s values and purpose !why do you come to work on Monday? what would your ideal reason to come to work on Monday be?

IMSD / CSR in SMEs

Measure

!include in the appraisal, in the bonus scheme

Identify positive and negative behaviours

together with your team verbalize what behaviours should occur and which ones should never occur

"my first and current job is to create contracts with hotels, restaurants and all stakeholders present in the tourism sector. From my first day at work I always tried to be honest and transparent with my suppliers whilst of course always trying to achieve the financial goals of my company. Even though combining the two was sometimes a challenge, in the end I was rewarded in both areas! !This happened not so long ago when the manager of a large Italian hotel chain decided to confirm a big contract with us, taking away share from our competitors, he justified his decision by saying:

“Just” live your values and who you are

Giada Dall’O

“in times of economic crisis such as the ones we are living now, knowing that you can trust the people that you work with is fundamental”

“Just” live your values and focus mainly on your - area of control -

Stephen Covey’s circles of influence

IMSD / CSR in SMEs

What is the ideal organizational structure that allows CSR in SMEs to emerge and create success?

from Larry Miller’s video: !1. lead by example, 2. create environment that allows CSR and values to be expressed

IMSD / CSR in SMEs

https://www.youtube.com/watch?v=m8cMPP6HdEs

IMSD / CSR in SMEsDenise

Sharing LEadership

at Lush top management is called Support Services

Responsible company structure: flat, autonomous, trust, culture

IMSD / CSR in SMEs

Structure Flow of Communication

From Uni-Minded

To Pluri-MindedBeppe Robiati

CEO Scac

IMSD / CSR in SMEs

e.g. cement innovation on motorway building in mobile places

results of open communication is flow of new ideas and innovationgood for motivation good for company

IMSD / CSR in SMEs

then moved into wind turbines

How do you share and allow info to flow in an SME?

IMSD / CSR in SMEs

Microblogging & Flow of Internal Comms

IMSD / CSR in SMEs

Pluri-Minded headA

motivates

creates trust

creates wish to impact

Open Flow of Information that

creates transparency

Today ...couple more ideas to apply CSR in SMEs !reporting, yes / no, how? !connecting - personal - actions with the company’s purpose !right structure and right environment to allow CSR to thrive in an SME !who is and what are the characteristics of your ideal, values-based leader? !new female leadership

IMSD / CSR in SMEs

what work environment improvements could you make?

why would you want to improve your own physical environment in your SME?

IMSD / CSR in SMEs

also the right - physical - environment

IMSD / CSR in SMEs

allow people to create their own priorities and message

IMSD / CSR in SMEs

Clear Internal and External Communication Making te Promise

how can you clearly and emphatically communicate “your values” ? !how can you convey internally and externally what your company stands for?

IMSD / CSR in SMEs

Proposal for a code of ethics

Paolo Russo

COMPANY MANIFESTO !

is another way to state what the company and people working there stand for

Company “manifesto”: we believe...

creating emotional engagement around a purpose

great “mission statements” - worth selling

http://shop.holstee.com/pages/about#the-holstee-manifesto

“Another kind” of Manifesto The Generation M Manifesto Umair Haque (Harvard Business Review)

Ethical production. Innovation turns a blind eye to ethics — or, worse, actively denies ethics. That's a natural result of putting entrepreneurship above all. Buy low, sell high, create value. That's so 20th century. Awesome stuff is produced ethically — in fact, without an ethical component, awesomeness isn't possible. Starbucks is shifting to Fair Trade coffee beans, for example. Why? Starbucks isn't just trying to innovate yet another flavour of sugar-water: it's trying to gain awesomeness.

Love. You know what's funny about walking into an Apple Store? The people working there care. They don't just "work at the Apple store" — they love Apple. Contrast that with the alienating, soul-crushing experience of trying to buy something at Best Buy — where salespeople attack you out of greed

http://blogs.hbr.org/haque/2009/07/today_in_capitalism_20_1.html

Concept of - Campaigns -

time definite

“old and new” in communicating values and purposes

ebbf.org / Daniel Truran www.eoi.eshttps://www.youtube.com/watch?feature=player_embedded&v=qGJSI48gkFc

ebbf.org / Daniel Truran www.eoi.eshttps://www.youtube.com/watch?feature=player_embedded&v=jAN61QK0aUI

Will there be coherence or is it “just” a marketing exercise?

Personal Values

Company Values

Society Values

Company Marketing

NOW, YOUR CSR in SMEs presentations

CSR in SMEs: It all boils down

PURPOSE SHARED VALUES

VALUES-BASED LEADERS

STRUCTURE that allows this to happen

Making the Promise Delivering the PromiseOVER-Delivering the Promise

keep looking for your “north star”

EXTRA “BONUS” CONTENT

Proposal for a code of ethics

Paolo Russo

Strengthening through code of ethics

“Our Code of Ethics aims to be a set of principles that remarks both the identity of the organization and the values

that inspire the day by day activities of the whole group. !

This code aims to be a promise of integrity for all the stakeholders that will interact with our company,

demonstrating an extraordinary commitment to work along a profound sense of ethical business practices.”

Benefits of code of ethics

“- to define accepted/acceptable behaviors; !

- to promote high standards of practice;

- to provide a benchmark for the other members of our network !

- to empower people and stimulate their motivation !

- to establish a framework for professional behavior and responsibilities; !

- to increase the awareness of each employees by involving them into the process; !

- This code will represent an additional advantage towards our competitors considering that intangible capital and reputation are the main assets of a

consultancy/advisory firm firm.”

Steps towards a code of ethics“1. Understand the purposeThe main question is: what is our purpose/objective by creating this code?

!2. Review your identity Spend time to understand your identity and your mission as organization. The code of ethics comes from a deep

comprehension of the role of the company into the business community.

3. Find out what bothers peopleCopying a code from another organization will not suffice. It is important to find out on what topics employees require guidance, to be clear what issues are of concern

to stakeholders and what issues are material to your business activities, locations and sector.

MAKE A QUESTIONNAIRE TO YOUR EMPLOYEES and learn which kind of organization they would like to work for.

!4. Collect the inputs and put into the framework After the questionnaire and perhaps after discussions with the employees, it will be the time to insert all the

relevant information into the framework that you have already prepared. A good way is to match the view of

the top managers of the firm with the needs and ideas coming from the other employees.

!5. Review Plan a process of regular reviews that will take account of changing business environments, strategy, stakeholder concerns and social expectations, new standards, and strengths and weakness in your ethical performance.”

Flow towards a code of ethics

Collect the ideas

Stake holders input and proposals. (Questionnaire)

Put the ideas into the

framework

Values, hopes, ambitions and objectives of the leadership board

Results coming from the

questionnaire to the employees

Define the Code of Ethics

Values’ Inspiration Wall

Work – Life balance Social responsibility in business !!Partnership of women and Value based leadership men in all fields of work !!!Sustainable development Meritocracy & Integrity !!!Integrity and commitment Opportunity & Training !!!Positive consultation Client oriented

Positive Examples let’s be as good or as better

than the “big” ones

ebbf dtruran imsd csr in sme - part 3 of 3

sme imsd csr

csr effort

smes professor daniel

smes https

smes infographics

csr world coverage

new female leadership

csr europe sme key http

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