SABANCI VOLUNTEERS PROGRAMME

Turkey’s largest corporate volunteering programme

Based on the accepted core values of modesty, respect and proximity to people, the Sabancı Group regards basing all corporate conduct on the awareness of social responsibility as an unchangeable core component of its management approach.

Gender inequality is one of our strategic working areas in this context.

Summary

Besides, as a part of our Corporate Social Responsibility Principles, we encourage our employees to take part in social and societal volunteering.

Considering all these aspects we have initiated Sabancı Volunteers Programme which is the largest corporate volunteering programme of Turkey.

Sabancı Holding is the parent company of Sabancı Group, Turkey’s leading industrial and financial conglomerate.

Sabancı Group companies are market leaders in their respective sectors that include financial services, energy, cement, retail and industrials.

Sabancı Volunteers Programme is coordinated by corporate communications directorate of Sabancı Holding.

The headquarter and main operation area of Sabanci Holding is Turkey but also Sabancı Group companies currently operate in 16 countries and market their products in regions across Europe, the Middle East, Asia, North Africa, North and South America.

Thus, the programme covers all Sabanci employees in these countries. 

Short Statement of the Problem or Opportunity-1

Sabancı Group is fortunate to have one of the most socially conscious Sabancı Foundation with considerable, valuable experience and Sabancı University while determing the concept of the programme.

In 2015, in an effort to extend the scope of the philanthropic works of the Group, create synergy among employees, and use the qualified workforce more effectively and efficiently for the act of common good of society, Sabancı Volunteers Programme which is the largest corporate volunteering program in Turkey is put into action.

The program is implemented in two phases: the online trainings to be communicated to more than 64.000 Sabancı employees, and the volunteering projects which are developed by Sabancı employees.

Short Statement of the Problem or Opportunity-2

Since the first 3 years’ focus is on “women”, online trainings consisted of five modules on "Concepts and definitions on gender inequality", "Education and Gender", "Business and Gender", "Violence Against Women", and "Early Marriage".

Likewise, volunteering projects have been focused on women issues. 

For the first year, we have started with a target of 500 volunteers who will be active in the projects.

Short Statement of the Problem or Opportunity-3

Online Training on Gender Issues

We have aimed to reach 40 cities that Sabancı companies operate and cover almost the half of Turkey.

In 9 years, the program aims to create a community of 45,000 Sabancı Volunteers that actively create permanent values in the society. 

Compulsory online trainings will be delivered to more than 64.000 both blue and white collar Sabancı employees.

Every newly hired employee will also have to complete this training.

Short Statement of the Problem or Opportunity-4

Sabancı is one of the most reputable brands of Turkey and perceived as the most socially responsible company by the Turkish public.

This is proved by the Corporate Reputation Research done in every two years and other independent researches done by several different organizations.

In terms of social needs, Turkish people expect the company to support every aspect of their lives.

On the other hand, the internal research also show that Sabanci employees are also highly sensitive to societal platforms and they tend to support if any opportunity occurs.

Research-1

On the other hand, while defining the main working area, gender equality has been selected as it is one of the most problematic areas in Turkey, according to various studies done by local and international institutions and Sabanci Group has been putting great effort to empower women’s position in social and business life since its foundation.

Thus, this platform has been created to answer both expectation of employees and the society while extending the scope of our knowledge and experience.

Research-2

In terms of the communication objectives, firstly we aimed to create awareness of the programme and engage employees into it.

In addition, strengthening employee loyalty and position them as the advocates of the company while enhancing Sabancı brand image as the most socially responsible brand of Turkey was among our objectives.

Also we are determined to increase awareness of Sabanci employees about gender issues.

The success of the programme has been evaluated regarding several criteria including number of applications, number of attendance volunteering training, number of projects and their continuity.

Planning-1

Besides, these numerical indicators, it is expected from volunteers to submit quarterly reports regarding the progress of their projects.

The reports include details such as the problems faced and their solutions, feedbacks from stakeholders, fund raising and budget management details.

Besides, a volunteering perception research has been conducted in the beginning of the programme in order to get the insights. This will be repeated once a year.

For the online trainings, a survey is conducted after they complete it in order to analyse how their perception of gender inequality has changed. 

Planning-2

Sabanci Group employees are the first target audience and their participation in the project is critical for success. We wanted them to apply to be a volunteer and take the necessary training.

Besides, we expected all Sabanci employees to complete the online trainings in order to change the mind-set about gender issues. In a larger scope, community where we operate is targeted as the aim is to create solutions for their needs. 

For the kick-off “Sabanci extends its philanthropic experience” and “the largest corporate volunteering programme of Turkey has started” messages has been delivered.

Secondly, we have stated that we are trying to create solutions for the gender inequality problem of the society.

We also underlined that our power comes from our employees. As the projects started we have given messages about the projects in order to show the progress to public and encourage other employees to join the programme.

Planning-3

Planning-4 Internally, we also gave motivational messages

that underlines the importance of each project and effect it creates. 

The plan was based on external and internal communication. The both aspects supported each other. The kick- off was planned with a press conference involving all parties of the project, Chairman, HR, Sabanci Foundation and Corporate Communication.

The internal messages were sent just after the press conference announcing the lauch. The internal messages from top management were prepared for each- mile stone of the project including the opening of applications, beginning of trainings, The World Volunteering Day. 

Planning-4

Also viral videos were one of the tools that show the misconceptions about gender issue and increase awareness of the project. Online platforms were created for the project including, web site and social media channels.

Besides, internal online platforms and newsletter were another strong media to reach the target audience. 

Sabancı Volunteers Programme Web Site Traffic •31 Countries in the World

Planning-5 From the initial steps of the project our

Chairman, the General Manager of Sabanci Foundation and Head of HR has been involved in all planning process and gave support at the highest level.

Chairman, Head of HR, General Manager of Sabanci Foundation and Corporate Communication Director were present at the press conference and gave their messages about the programme which has shown the importance given to the programme.

After that, Chairman and CEO encourage employees to participate in the volunteering program in person with motivational letters. Similar letters regarding the milestones of the programme continued afterwards also.

In addition, all management team, including Chairman and CEO have mentioned the importance of the programme in their statements to employees.

Execution-1 An integrated plan was implemented.The

launch of the programme has been done with a press conference where Chairman, Head of HR, General Manager of Sabanci Foundation and Corporate Communication Director have attended with high media interest.

Just right after the press conference, an internal message was sent to the employees. Chairman has given video messages for the trainings in order to increase motivation for participation. Top management did not miss any opportunity to communicate with employees via internal messages since the lauch of the programme.

Execution-2

Press bulletins about the projects are sent to the national media periodically and excluive interviews are conducted since the begining. 

Sabanci Group newsletter is also critical medium and actively used in the communication process. We created a Sabancı Volunteers facebook page in which good examples of teams are revealed with photos and stories behind.

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Execution-3 Also, through daily updates in twitter

account and web site of the programme, public is aimed to be informed.

Also World Women Day and World Voluntering Day are celebrated through social media campaigns.

Sabancı University Gender Forum worked for the programme while shaping the online trainings content on gender inequality. Instead of a standard, written online training, video was selected as a tool. Celebrities were used in online training videos to grab more attention. 

Execution-4 While designing the programme, we

were expecting some challenges like: insufficient application for volunteering, employees that cannot balance the office work and volunteer work. But luckily, Sabanci employees have internalized social responsibility very strongly and did not face such problems.

Although we did not deliver fund and free time for volunteering during work time, our volunteers successfully implemented their projects with team work and fund raising activities.

Outcomes and Evaluation The programme was highly welcomed

and internalized by employees. Although we have targeted 500 volunteers for the first year, the application process ended up around 1.000 applications.

Besides, we had volunteer applications from non-Sabanci employees but unfortunately we did not have chance to involve them into programme.

The details of the programme was conveyed to team leaders with 8 volunteering trainings in Ankara, İstanbul, İzmir and Adana comprising of employees working in 40 different cities. We have planned to arrange 7 volunteering trainings but due to high number of demand, we had an additional training session.

Outcomes and Evaluation

Currently, we are running 45 women-centered projects in 11 Sabancı Group companies.

Project teams consist of team leaders’ colleagues, family members, and suppliers of their company which increased the impact of volunteering in the society.

By the help of the projects, we have supported the lives of more than 1.000 women. Such projects result in creating team spirit and synergy, which also contributes to the

personal development of the employees. The successful projects also inspire other teams to implement similar projects. 

On the other hand, we expect more than 64.000 employees to complete the online trainings by the end of this year.