“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