The following is a guest blog from Natalie Cooper, Editor at Changeboard, as part of Common Purpose’s 21st birthday 21 blogs.
Corporate Social Responsibility (CSR) is a term that’s been thrown around for a few years. Some leaders get it. The majority don’t. Yet the economy is crying out for a new era of ethical leadership.
I believe leaders can become change champions when they marry the challenges faced by local communities and the developing world; with the increasing number of employees wanting to invest their time – and their career – in organisations that have a social and moral conscience. No longer are talented individuals simply looking to work their fingers to the bone and burn themselves out for leaders who are geared towards making as much profit as possible to line the pockets of the wealthy few; the board, stakeholders and shareholders.
Employees are now seeking out employers who feed their soul and make them feel proud to stand tall in their career. They want a job that gives meaning to their life.
Leaders need to open their eyes to the world of possibilities CSR provides, where they can really link employee engagement and performance management to their vision, and ultimately, positively impact their bottom line. A healthier engaged workforce, high retention and low sickness and absence rates saves vast amounts of revenue and even fuels profit because staff productivity increases. Leaders would be foolish to ignore the longer term benefits of CSR.
Who does it well? Turner Broadcasting
You only have to look at the likes of Turner Broadcasting, which empowers its staff to take part in all sorts of volunteering projects. They see the effect it has on employee morale: no one wants to leave Turner.
Employees at Turner are given the opportunity to change peoples’ lives and make a real difference within their own community or within a third world country. The organisation is not seen as a corporate machine, but as a force for good and a company with a heart.
Partnering with social enterprise
Leaders need to investigate which social enterprises in their area they could lend their support to, which charities they could get involved with, and how they can open up new doors for their employees to engage with new partners – where they can bring social benefit, and to also further their own career by learning new skills while broadening their minds at the same time. Making a difference is rewarding but can also be a life changing experience for both employee and the person or community they are helping.
Most importantly, leaders can construct their organisation to be built on a moral code that taps into the various passions of its employees and where leaders can demonstrate their value and willingness to help address some of the wider societal issues; such as tackling poverty, providing hope to others in need – ethics that everyone can buy into and share. This creates a happy, motivated and loyal workforce while also giving back – everyone has purpose. If every leader of an SME through to a large organisation embraced corporate social responsibility, think of how much good work could be achieved and how many lives improved. We would be a richer world in terms of spreading goodwill and humankind. Following the catastrophe of the banking crisis and MP expenses scandals, the time has come for change. It’s here, it’s now.
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