Do you care enough to attract top talent?

How socially responsible is your organisation? Do you realise how important a factor this has become in your ability to attract and retain top talent? Many of the Generation X and Y job candidates prefer a socially responsible organisation over one that relies on ‘old school’ remuneration and benefits. Some might say that they are the caring generation, one that wants to make a difference to the world and one that is increasingly selective when making their next career move.

So what is Corporate Social Responsibility (CSR)?

The World Business Council for Sustainable Development defines corporate responsibility as the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce, their families and the local community and society at large.

So how does an organisation embrace CSR in an honest and meaningful way?

It takes a lot more than a community newsletter and having staff plant a few trees. It requires a close look at the organisation’s behaviours and business practices. Are they totally ethical, responsible and considerate of the impact they have on staff, stakeholders, society and the environment?

“...a genuine attempt by an organisation to build meaningful relationships between the corporate sector and the rest of society”

As with most organisational initiatives, it has to be driven from the top and permeate all the way to the bottom. It must be an integrated part of day-to-day business that is constantly monitored and refined. Employee engagement with CSR only happen when open consultation happens at all levels, from the boardroom to the factory floor. It is a long term commitment, a keystone in the organisation’s foundations, not a flippant overnight PR gesture to satisfy boardroom concerns.

“...operates in ways that meet, or exceed, the ethical, legal, commercial and public expectations that society has of business”

CSR strategies can be wide ranging, such as facilitating disabled workers, considerations for indigenous and ethnic workers, environmental initiatives, safety policies, health & wellbeing programs, flexible work options and community sponsorships.

CSR conscious organisations are tuned in to the power of people and the positive impact an engaged and inspired workforce can have – which inevitably leads to success in the community and success in business.

Tony Heywood is a Fellow of the Design Institute of Australia, founder of Heywood Innovation in Sydney Australia and joint founder of BrandSynergy in Singapore.
tony@heywood.com.au
www.heywood.com.au
www.brandsynergy.com.sg

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