embedding csr in the corporate dna: dec 2013
DESCRIPTION
for more info please visit to our website www.sasinsustainability.orgTRANSCRIPT
How to embed CSR mind into people in organization.
Wiroj Lakkhanaadisorn Director of Human Resources & Organization Development
Director of SE-ED Learning Center SE-EDUCATION Public Company Limited Email: [email protected] Tel. 0-2739-8770
CSR (Corporate Social Responsibility)
Shareholders, Executives, Employees
Give & Take
Customers, Employees’ family, Suppliers, Business partners, Surrounding communities,
Give & Take
Society, Environment, Competiors
Give & Take • All stakeholders have to be taken into account with different priorities.
• Priority means the stakeholder’s influence in organization’s competitiveness in the market.
• The priority of each stakeholder changes over time according to the business growth.
• CSR is not charity or philanthropy.
CSR (Corporate Social Responsibility)
Organization
Employee’s family
Environment
Society
Community
Government
Customer
Supplier & Business Partner
Employee
Give & Take
Collaboration
Give & Take, Collaboration
Competitor
• Organization or shareholders should gain benefits from CSR.
• Employees have to gain benefits from CSR.
• Benefits from being given and giving.
• We cannot attract the shareholders, employees, customers, business partners, communities and other parties to collaborate in CSR projects unless they do not gain the benefits from CSR.
CSR (Corporate Social Responsibility)
Win – Win CSR
Tax shield Sunk Cost
Brand Awareness
Employee Engagement
Dead Stock +
Slow Moving Inventory
Full-Depreciated Asset
Connection Marketing Information
Cost Reduction + Productivity Improvement
Cash flow out
Win – Win CSR
Organization’s problems
The problems of Employees, Customers, Suppliers
Social and environmental problems
Market Demand
CSR
Productivity Improvement
Products or services
Resources Emission
Regulation, Ethic, Social collaboration, Citizenship, Transparency
Company’s Growth
CSR
CSR
CSR
CSR’s ideas
How to generate CSR’s impact with limited budget.
How to use organization’s strength to efficiently implement CSR.
CSR in Process !!! • conformity to Organization’s missions • Participation of employees • The more CSR projects, the more ROI.
CSR Strategy
Products & Services
Positive effect to society
• sustainable growth
• Massive scalability
Merit Goods
Demerit Goods Negative effect to society • Abatement and control • Treatment
Process
Legitimate
Ethical
Social Collaboration & Accountability
Environment Friendly
CSR Strategy
Inventory • Dead Stock & Slow moving stock • No market value but full functional value
Human Resource Full depreciated asset (Zero BV) Connection Some Expense
+ CSR
Direct Benefit • Employee Engagement • Productivity Improvement • Non – value Asset reduction
• Tax Shield
+ Indirect Benefit • Brand Awareness • Community Engagement
Hazardous CSR
• Substantial CSR’s cash outflow
• There are only indirect benefits e.g. brand awareness, corporate’s image.
• No linkage between CSR and organization’s business.
• Cannot identify the CSR’s benefits tangibly. CSR is just the budget – utilized activities.
Balanced CSR
1) Public mind VS Business productivity
2) Corporate’s benefits VS Social benefits
3) Direct benefits VS Indirect benefits
4) Appropriate priorities of stakeholders
5) CSR in process VS External CSR 6) Employees’ benefits VS Communities’
benefits
7) Regulatory compliance & Transparency VS Voluntary activities to society
Benefits from CSR
Direct Benefit: • Tax shield • Tax benefits • Non-market value (but functional value still exists)
assets utilization • Market research for product’s performance • Slow – moving inventory or dead stock management
by CSR • Continuous improvement of security based on
transparency policy
Benefits from CSR
Indirect Benefit: • Brand awareness • Community collaboration • Employment brand • Employee engagement and corporate’s culture and
share value
Health Check – Up Activity
Communication Improvement by LCD TV
Meditation for Life Project
Annual Meeting
Books for Kids Projects
Change for kids
SE-ED Enjoy Reading Project
SE-ED Kiddy Camp
โรงเรียนเพลินพฒันา Plearnpattana School
ดนตรีชีวิตเพ่ือพฒันาศกัยภาพของสมอง และสนุทรียะ
