“ komunikace pracuje pro ty, kteří pracují na ní.” john powell
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“Komunikace pracuje pro ty, kteří pracují na ní.”John Powell
Institut interní komunikace
Dana Poulová
Corporate social responsibility
= integrování sociálních a ekologických hledisek do každodenních firemních aktivit a interakcí se zainteresovanými skupinami v okolí firmy (stakeholders)
Princip zahrnutí sociálních a environmentálních hledisek do strategie firmy (vedle primární orientace na vytváření zisku) se nazývá také trojí zodpovědnost:- ekonomická činnost firmy- sociální rozvoj- ochrana životního prostředí
CSR / Corporate Social Responsibility
Co CSR přináší firmě?
• Motivace zaměstnance• Probouzení hrdosti v zaměstnanci, že je
členem organizace, která není „slepá“ vůči svému okolí
• Péče o zaměstnance – „loajální zaměstnanec“
Co CSR přináší firmě?
Corporate Social Responsible Forum 2010
80% zaměstnanců velkých firem je více motivováno a loajálních pokud jsou jejich společnosti angažovány v CSR
1. Zaměstnanci potřebují být motivováni, mít stanovené cíle, předpoklady k růstu a příležitosti k rozvoji důležité i v CSR
2. Zapojení zaměstnanců do CSR není možné jednoduchým oznámením či přes intranet – zaměstnanci musí pochopit cíl aktivity, její smysl, vidět, že co je komunikované, se také uskuteční a že lídři je podporují
INTERNÍ KOMUNIKACESource: https://www.bizcommunity.co.za/Article/196/422/45169.html
Jaký vliv má CSR na firemní pověst?
CSR Online Awards 2009Lundquist - Towards an international model of CSR communicationsZdroj: http://www.slideshare.net/Lundquistsrl/towards-an-international-model-of-csr-communications
Fundamental impact
Quite important impact
Minor impact
No impact
Negative impact (because for example CSR is usually seen as a question of image and marketing
47 %
45 %
8 %
Do jaké míry ovlivňuje dobrá CSR pověst firmy schopnost zaujmout a přijmout nové zaměstnance?
CSR Online Awards 2009Lundquist - Towards an international model of CSR communicationsZdroj: http://www.slideshare.net/Lundquistsrl/towards-an-international-model-of-csr-communications
Major influence
No more important than other common consideration
Most important factor
Minor influence
Does not affect employment considerations
33 %
58 %
5 %
4 %
Corporate Social Responsibility in DPDHL IT Services
Corporate Responsibility in DPDHL
www.dp-dhl.com/responsibility
CD 07 - Corporate Public Policy and Responsibility
CSR AmbLenka Stefkova
CSR Governance structure in IT Services
Ralf
CBJ PRG GER AM
CSR AmbEelco Ringeling
Global ownership
Local ownership – site managers
ITS CSR Guiding principlesSite specific Guiding principles
Dotted reporting line in terms of CSR
Close cooperation
HR HR HR HRComms Comms Comms Comms
Comms
HR
CD 07
position
role
CSR AmbTBA
CSR AmbTBA
CSR AmbLenka Stefkova
acting
Single point of contact
IT Services CSR Approval Process
CSR Initiative Leads
CSR Ambassador
SMT
1. Prepares project, objectives, plan, approach
3. Collection of information
5. Approval x Disapproval
2. Consultation and advise
4. Presentation of all initiatives
6.Communication of SMT decision
Global IT Services CSR Objectives•Building ‘One Team’: 1. in IT Services2. with our business partners3. DPDHL citizenship
•Increase employee motivation & identification with the company
IT Services CSR Guiding principles• We follow DPDHL Living responsibility strategy, part of
Strategy 2015 (GoGreen, GoTeach, GoHelp)• We support employees in their voluntary community
improvement initiatives • We do not support external public relations sponsorship• ITS CSR initiatives need to be endorsed by local SMT prior
to implementation; especially if the following company support is needed:
– Employee communication– Facilities & Resources– Any form of fundraising among employees– Funding
Global IT Services CSR Strategy
•All employee driven CSR initiatives can apply for the DPDHL Living Responsibility Fund•Approved projects can receive funding of € 500 – 4000 per annum, upon fulfillment of specified criteria
Global IT Services CSR Funds
The Living Responsibility Fund: new name – new concept – more
opportunities
LIVING RESPONSIBILITYFUND
WE support YOUYOU support others
What is the Living Responsibility Fund all about?
• Employee involvement from the bottom-up is reality at Deutsche Post DHL! We want to foster existing community initiatives and encourage more employees to get active!
• The new Living Responsibility Fund is the successor of last year’s Corporate Responsibility Award, but some criteria have changed.
• With a total budget of up to € 300,000 per year we recognize and financially support your involvement for local communities all over the world.
• In addition, the Group rewards outstanding projects with the CEO Award 2010 in the new category Living Responsibility.
• To make the best out of it, we need all of YOU.
ITS CSR iShare site – went life on 6th September
http://ishare.dhl.com/sites/ITSCSR
Living Responsibility in IT Services• IT Services globally
– donation of € 2.367 to UNICEF, €1 per each EOS questionnaire• Prague
– Consulting to Half-way houses in preparation– “One Team” helping to mentally disabled in Hvozdy on 13th
Sept– Clothes donation to Salvation Army 6-19th Sept– “Young woodman” with Children House Racek on 16th Oct
• Cyberjaya– DHL MY Volunteer Day 2010 – planted 2,600 trees on 26th Sept– Rumah Charis, a home for orphans and unprivileged,
neglected children – fundraising and fun event organized on 20th August
• Germany– “Race for the Cure” – running event on 26th Sept to support
breast cancer awareness and funding• Americas
– Valley Metro ShareTheRide program presented on 28th Sept– “3-day for the Cure” walk promoting breast cancer fight, 12-
14th Nov… and many more at
http://ishare.dhl.com/sites/ITSCSR
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