christopher - recruit, engage, retain through social responsibility

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JOHN CHRISTOPHER PH.D. AND MICHELLE BERNHART HR FLORIDA CONFERENCE & EXPO AUGUST 29 SEPTEMBER 1 Recruit, Engage, Retain Through Social Responsibility

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Page 1: Christopher - Recruit, Engage, Retain through Social Responsibility

JOHN CHRISTOPHER PH.D. AND

MICHELLE BERNHART

H R F L O R I D A C O N F E R E N C E & E X P O

A U G U S T 2 9 – S E P T E M B E R 1

Recruit, Engage, Retain Through

Social Responsibility

Page 2: Christopher - Recruit, Engage, Retain through Social Responsibility

CSR - What & Why?

Focuses on the environmental and social „bottom line‟

Puts these on par with financial performance metrics

Promotes triple bottom line concept of success

Corporate Social Responsibility (CSR)

Page 3: Christopher - Recruit, Engage, Retain through Social Responsibility

CSR - What & Why?

Employee-organization relationship is center stage

HR managers have a new process to build engagement

CSR is a strong driver of recruitment and retention

Value of Triple Bottom Line Definition of Success

Page 4: Christopher - Recruit, Engage, Retain through Social Responsibility

CSR - What & Why?

CSR - Strong Driver of Attraction and Engagement

50% of consumers view employee treatment as central to CSR

64% of Millennials report employer CSR activities increase their loyalty

90% of employees would choose an employer perceived as more socially responsible

Page 5: Christopher - Recruit, Engage, Retain through Social Responsibility

CSR - What & Why?

CSR - Strong Driver of Attraction and Engagement

Meta-analysis of 50 studies found CSR social components, including treatment of employees, significantly affected financial performance measures

Page 6: Christopher - Recruit, Engage, Retain through Social Responsibility

CSR Measurement Program - Overview

Baseline Data Strategic Data

ID Current CSR Activities

Review existing publications, reports, and documentation

Interview CSR leaders & stakeholders

1) Confirm published report data

2) Gage employee participation rates

3) Explore benefits and value of CSR Activities

Perception Data

Assess Employee Attitudes

Surveys CSR program awareness, interest, and understanding

Reputation surveys to ID firm CSR strengths and weaknesses

Compare and contrast survey data against CSR activity to build programs reinforcing values and identity

Build CSR Info & Strategy

Link CSR data to engagement measures to enhance employee retention

Evaluate CSR program for ROI in recruitment and retention

Continue developing CSR knowledge - data

Identify executive level info needs via interview

Page 7: Christopher - Recruit, Engage, Retain through Social Responsibility

Employee Awareness Instruments

Goal: Identify current CSR activities. Contrast employee awareness against interest

Purpose: Establish baseline information in organization

Rationale: A broad set CSR activities can exist in many different parts of the org

Disclosure Reviews: Content analysis of reporting, shareholder letters, and relevant documentation

CSR Awareness Surveys: Have you ever seen, read, or heard anything about … program?

CSR Interest Surveys: Would you like … programs to be offered at your company?

CSR Measurement Program - Tools

Page 8: Christopher - Recruit, Engage, Retain through Social Responsibility

Employee Understanding

Instruments

Goal: Identify employee CSR comprehension, perceived benefits and info needs

Purpose: Assess benefits and value of CSR to employees and organization

Rationale: Provides evidence to build the case to employees and management

Activity Reviews: CSR leader interviews on program value and benefit

CSR Attitude Surveys:

How knowledgeable are employees on specific CSR programs?

What is employee understanding and beliefs for CSR in general?

Do employees believe CSR contributes to company success?

CSR Measurement Program

Page 9: Christopher - Recruit, Engage, Retain through Social Responsibility

Employee Involvement

Instruments

Goal: Identify employee participation rates and commitment levels

Purpose: Compare and contrast employee perceptions against company CSR performance

Rationale: Identify improvement opportunities where gaps exist

Activity Reviews: Data mining on participation rates across CSR programs

CSR Commitment Surveys:What are employee levels of satisfaction and commitment to CSR programs?

CSR Reputation Surveys: What are employee and applicant views of company reputation on key CSR dimensions?

CSR Measurement Program

Page 10: Christopher - Recruit, Engage, Retain through Social Responsibility

Organizational Knowledge

Instruments

Goal: Build decision making data sets for continued strategy development

Purpose: Link basic CSR data to broader business performance data

Rationale: Identify and develop strategic actions for improving attraction and engagement

CSR Impact Data: Link CSR understanding and involvement data to engagement and ROI measures

Knowledge Management Audit

Identify executive level information needs

Identify employee CSR training and organizational development opportunities

Support CSR and HR strategy development

CSR Measurement Program

Page 11: Christopher - Recruit, Engage, Retain through Social Responsibility

Craig Kielburger, founder – Free the Children

Non-financial rewards (meaning, purpose)

Pay, benefits, advancement

A Shifting Recruiting, Retention Landscape

“They want good pay and good bosses, too, but

beyond that they want to find meaning

in what they do.”- Lancaster and Stillman

Page 12: Christopher - Recruit, Engage, Retain through Social Responsibility

89.8% likely to leave job 14% to 25% less salary

A Shifting Landscape

Page 13: Christopher - Recruit, Engage, Retain through Social Responsibility

Benefits of CSR Communications

CSR communications help recruit new employees and keep existing employees engaged.

Demonstrate the human side of the

organization

Raise awareness about important career-

building opportunities

Enhance engagement of

existing employees

Improve morale, strengthen teams

Increase trust in the organization

Support the organization‟s core

values

Improve morale, strengthen teams

Lower recruiting costs

Page 14: Christopher - Recruit, Engage, Retain through Social Responsibility

What the organization is doing with CSR

Their own role in supporting CSR

Ways to become involved

Opportunities for leadership and growth through CSR activities, including but not limited to volunteering

Their role in communicating CSR

What Should Employees Know About CSR?

Page 15: Christopher - Recruit, Engage, Retain through Social Responsibility

Key CSR Communication Goals

Knowledge

Ensure employees

understand how

and why CSR is

embedded in overall

strategies,

operations and

understand its

implementation in

the organization

Awareness

Foster culture of

personal

accountability for

CSR among all

employee groups

Involvement

Help employees understand their role in CSR and how to be involved

Understanding

Equip employees

with the

knowledge to

achieve CSR

objectives Help

employees

understand their

role in CSR and

how to be involved

Proprietary & Confidential

Page 16: Christopher - Recruit, Engage, Retain through Social Responsibility

Traditional Emerging

Town halls

Newsletters

Intranet sites

Posters

E-mails

Career websites

Ethics, diversity training

CEO or CRO blog

Collaborative workspaces, portals

CSR or Green teams

Social networking

Twitter/Yammer

Facebook

JustMeans.com

Types of Communication Vehicles

Page 17: Christopher - Recruit, Engage, Retain through Social Responsibility

Goal Communication Practices

Foster culture of personal accountability for CSR among all employee groups

Publication/ announcement of CSR policy and approach

Intranet/internet site pages

Stories in newsletter

Mentions in annual report, town halls

Announcements from CEO, other internal CSR champions

Recruiting materials

Posters

Screen savers

Meetings, brown bags, presentations, net meetings

Inclusion in employee survey

Give-aways

Cultivating CSR Awareness

Page 18: Christopher - Recruit, Engage, Retain through Social Responsibility

Goal Communication Practices

Equip employees with the understanding of CSR to help achieve objectives

More detailed webinars

Online training

More in-depth podcasts, videos, print materials

CSR community of practice

Identification/ visibility of internal sustainability leaders and champions

Summary of CSR feedback and actions taken from employee survey

Fostering Employee Understanding

Page 19: Christopher - Recruit, Engage, Retain through Social Responsibility

Goals Communication Practices

Ensure employees understand how and why CSR is embedded in overall strategies, operations

Make sure they know the business case

Interviews, articles that outline business case for CSR and answer common employee questions: “What‟s in it for me? How do I get involved? Why are we doing this?”

Publication of and meetings about strategic plan (Intranet, print or PDF overview)

Interviews with CEO, “green team” office or facility leaders, others on Intranet

Sharing Organizational Knowledge

Page 20: Christopher - Recruit, Engage, Retain through Social Responsibility

Goals Communication Practices

Help employees understand their role in CSR and how to be involved

Motivate them to contribute

Focus groups, surveys, opportunity to provide input to CSR strategies, organizational goals

Volunteer, philanthropy programs

Ample feedback opportunities

Facility/office “greening” and leadership roles

Facility/office CSR contests

Employee profiles in newsletter, online

Intranet-based employee blogs

CSR performance reporting from offices/facilities to central system

Social media presence (Facebook, Twitter, Just Means.com, etc.)

Encouraging Employee Involvement

Page 21: Christopher - Recruit, Engage, Retain through Social Responsibility

The Most Important Communications Tool

Face-to-face communicationwith managers

Page 22: Christopher - Recruit, Engage, Retain through Social Responsibility

Recruit, Engage, Retain with CSR

Summary: Four components to utilizing CSR to

recruit, engage, and retain employees

Assess CSR Awareness, Interest, Knowledge

Assess Current CSR Programs

Communicate with Organizational Values

Build a Highly Engaged Workforce

Page 23: Christopher - Recruit, Engage, Retain through Social Responsibility

Suggestions for Further Reading

Bhattacharya, C.B., Sen, S., & Korschun, D. (2008) Using Corporate Social Responsibility to Win the War for Talent. MIT Sloan Management Review. 49(2).

Boston College Center for Corporate Citizenship, NetImpact, et al. (2008) Corporate Responsibility & Sustainability Communications: Who’s Listening? Who’s Leading? What Matters Most?

Colbert, B. A., & Kurucz, E. (2007) Three Conceptions of Triple Bottom Line Business Sustainability and the Role for HRM. HR. Human Resource Planning 30(1).

IBM Global Business Services (2009) Attaining Sustainable Growth through Corporate Social Responsibility

IBM Global Business Services (2008) The Enterprise of the Future: Global CEO Study

Nair, Chandran (2009) A new role for human resources. Ethical Corporation. www.ethicalcorp.com/content.asp?ContentID=6559&newsletter=24

Orliztsky, M., Schmidt, F.L., & Rynes, S.L. (2009) Corporate Social and Financial Performance: A Meta Analysis. Organization Studies 24(3).

Ragan Research (2009). Assessing Your Department’s Effectiveness in Communicating CSR.