1. Understanding and Advancing Corporate Social Responsibility: The Role of HR
@KeciaCarroll

2. Environmental StewardHR
Emerging Leader
Brand Manager
These are our typical CSR champions either because of the interconnection between CSR and their core work, or their core values. These people are instrumental in introducing or advancing CSR in their organizations. In doing so, they elevate their function. It is an opportunity to contribute at a more strategic level, which I know may be important to many of you in this room.
HR professionals have a key role to play to help a company achieve its CSR objectives. Employee involvement is a critical success factor for CSR performance. HR managers have the tools and the opportunity to leverage employee commitment to, and engagement in, the firm’s CSR strategy.
High performing CSR organizations foster a culture of CSR and fully integrate CSR throughout their operations, rewarding and incentivizing CSR decisions and initiatives.
Employees prefer to work for organizations aligned with their values; thus, incorporating CSR into the employee brand can enhance recruitment and retention, particularly in tight employment markets.
Leader
@KeciaCarroll

3. Corporate Social Responsibility (CSR) is when an organization simultaneously contributes economic, social and environmental benefits – known as the “triple bottom line” – to stakeholders and society while also ensuring its own long-term sustainability as an organization.
Sustainability: Meet needs of present without compromising the ability to meet the needs of future generations.
@KeciaCarroll

4. Social Brands

5. The Business Case for CSR
Recognition and reward by relevant stakeholders
Stronger customer demand
Increased loyalty, company resiliency
Ease in hiring, attracting top talent, emerging talent
Higher employee satisfaction / productivity, lower turnover
Strong financial performance
Sustainable communities and world

6. 78%
Believe companies must do more than just make money; they must positively impact society as well
79%
Feel a deeper connection to companies with values similar to their own
88%
Would purchase products or services from that company
70%
Would work for that company. 74% say their job is more fulfilling when provided with opportunities to make a positive impact at work and 62% would work for a socially-responsible company even if salary were lower.
68%
More willing to share content with their social networks over that of traditional companies
Cone/Porter Novelli Studies, 2018/19

7. >80%
Report their companies align social issues addressed with their business priorities
95%
Companies that measure the relationship between volunteer programs and employee engagement seeing a positive correlation
80%
Offer a workforce giving program, and more than 70% of those that do, also offer a match. 45% offer a cash match for volunteer hours
72%
Companies with a disaster relief program, up from 60% in previous study
The Boston College Center for Corporate Citizenship’s Community Involvement Study 2019 explores how companies are investing in communities and how these efforts connect to their  business. The Center has conducted this survey 12 times since 1995 and, during this time, has seen how the role of community involvement has evolved to become an incredibly important strategic component of business.
Boston College Center for Corporate Citizenship’s Community Involvement Study 2019

8. The evolving landscape of social responsibility

10. Giving
Money
Giving
Time

11. Volunteering
Skilled Volunteerism

13. Team Building
Team Acquisition
& Retention

14. Also an example of top down, bottom up

15. (or Environmental Stewardship)
Sustainability
(or Environmental Stewardship)
Social
Impact

17. Big
Company
Any
Company

20. Social Responsibility
Advocacy
Humanity
Governance
ADVOCACY - As corporate responsibility continues to mature, one of the key shifts we’ve seen in recent years is a move toward “values.” A company’s approach to impact is a reflection of that company’s values -- and the values of its customers, employees and (increasingly) investors. It’s a shift that has been accelerated by the current political climate, in which companies have had to publicly stand up -- both individually and collaboratively -- for values like inclusion, empathy and environmental preservation in the face of questionable policy decisions. The result? Responsibility, humanity and impact are now more entrenched than ever in the corporate sector 

21. HR
CSR
Show agenda

22. A Strong CSR Strategy Elevates HR
An engaged workforce
High employee satisfaction / loyalty = low turnover
Ease in attracting top / emerging talent
A diverse and inclusive workforce
Transformational leadership
Mitigation of organizational risk

23. Integrating CSR into HR: PROCESS
CSR strategy development and connection to vision, mission and values
CSR policy and program development
Employee codes of conduct, expression of organization’s commitment to CSR-based decision making
Balancing of CSR objectives with traditional performance objectives
Compensation, incentives and performance management
Measurement, reporting, and philosophy on celebrating success along the way
The first step is to have a CSR strategy and HR should be involved in the development of that strategy. As a part of the implementation of that strategy, there are many areas where you’ll want to integrate CSR in your existing HR management functions. I’ve noted some tied to process.
…..and tied to people.

24. Integrating CSR into HR: PEOPLE
Workforce planning and recruitment
Orientation and training: employee buy-in and support for CSR direction
Top management encouragement and support, particularly for those with supervisory responsibilities
Employee engagement through company matching programs, volunteer days, policies
Assistance in identifying ways for employees to contribute time, talents and resources
Employee communications

25. When HR + CSR are Disconnected

26. Practical Tips: ATTRACTING TALENT
Integrate CSR message in all recruiting materials, on website, describe as benefit on career page
Showcase employee engagement in career fairs
Apply for ‘top employer’ awards
Leverage word of mouth. Employees are your best ambassadors, use them!

27. Practical Tips: RETAINING TALENT
Include CSR commitment in onboarding process
Remind & recognize in all-hands meetings or other communications
Share stories of impact via existing internal communications channels
Add CSR questions in annual employee survey as benchmark, strive to increase satisfaction score in future years
Design ‘volunteers in action’ T-shirts for visibility
Establish employee committee with representation for major departments
Engage employees in philanthropy-related decisions
Apply for ‘top company’ awards

28. Measurement IMPORTANT: Must correlate with business outcomes
MAINSTREAM METHODS
Employee Benefits
Market Behavior and Awareness
Social ROI
Environmental Impacts
Financial Benefits
GRI / ESG / REPORTING STANDARDS
Equal Opportunity Employment
Diversity & Inclusion
Employee Compensation, Governance
Recruitment, Training and Development Standards
Workplace Facilities; Health, Safety and Wellbeing
Human Rights
Environmental Standards, Energy Usage, Waste Management
IMPORTANT:
Must correlate with
business outcomes

29. Diversity & Inclusion Goals -- Employees, Partnerships
Corporate Giving -- Dollars Donated Locally, Globally, Associate Participation; Associate Relief Fund Participation
Environmental Impact – Water Usage, Waste Management; Green Certification Participation; Industry Recognition, Associate Engagement

30. Solar Power Generated: 150,000 kilowatt-hours
Paper Reduction: 13,000 pounds of paper annually with bakery muffin cups alone
Recycling Volume: 40,000,000 bags per month
Meals Donated: 416,000,000
Caring Culture: 7,500 associates volunteered for Publix’ 2019 Publix Serves Day

31. Corporate Responsibility Benchmarks:
Company donations
Volunteer hours
Skills-based volunteering
Education service
Entrepreneur service
Charities supported
Students supported

32. Employee satisfaction/engagement in employee surveys
ESG reporting criteria
Correlation between an increase in ESG activity and employee retention numbers

33. Volunteer Hours -- 5,200 hours across 58 officers
Donations -- More than $750,000 across 200 nonprofits
Impact -- Stories of impact
Next -- Contributions of all employees

34. Increase Employee Engagement
Employees
Reinforce
Strategy
Live
Values
Celebrate
Success
Engage them in the process
Reinforce connection to strategy
Consistently live your values
Celebrate impact, successes

35. Increase Social Impact
Set
Goals
Focus on
Pillars
Measure and Adjust
Share
Stories

36. Additional Resources
“21st Century Corporate Citizenship” by Dave Stangis and Katherin Valvoda Smith
Boston College Center for Corporate Citizenship
The U.S. Chamber of Commerce Foundation Corporate Citizenship Center
Association of Corporate Citizenship Professionals
Cone/Porter Novelli
The Employee Engagement Group

37. Thank You for Being CSR Champions
Call
Connect