The CSR – HR Partnership: Elaine Cohen © 2014
CSR for HR – The Partnership Imperative
Zagreb, March 25, 2014
Elaine Cohen
Beyond Business Ltd,
Sustainability
Consultant and Author
The CSR – HR Partnership: Elaine Cohen © 2014
The CSR – HR Partnership: Elaine Cohen © 2014
“We were looking
for employees and
people turned up.”
Anita Roddick, Business as Unusual
The CSR – HR Partnership: Elaine Cohen © 2014
CSR and HR: different worlds
HR influence in CSR strategy
development:
6%
HR influence in CSR strategy
implementation:
25%
Source: SHRM, “Advancing Sustainability: HR’s Role” 2011
The CSR – HR Partnership: Elaine Cohen © 2014
http://weinrebgroup.com/wp-content/uploads/2011/09/CSO-Back-Story-by-Weinreb-
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR ?
cbsnews.com
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR ?
> $12 million
Photograph: Fethi Belaid/AFP/Getty Images/Guardian.co.uk 5 July 2012
http://www.huffingtonpost.com/2011/06/17/best-buy-settles-classac_n_879585.html
The CSR – HR Partnership: Elaine Cohen © 2014
The Partnership Imperative
The low carbon
economy
Employees want
meaningful work
The profit potential of
going green
Good HR increases
profits!
Shareholders want reduced risk and
sustainable returns
The CSR – HR Partnership: Elaine Cohen © 2014
Sustainability Reporting and Transparency
Samsung
Lafarge
The CSR – HR Partnership: Elaine Cohen © 2014
If CSR and HR
do not work
in
partnership,
CSR and HR,
will FAIL
Optimal delivery of CSR
objectives requires an
aligned organization and an
engaged workforce made up
of the right people and
processes for embedding CSR
culture.
Both functions need to work
together to achieve a
sustainable business
outcome.
The CSR – HR Partnership: Elaine Cohen © 2014
The Agenda
• Business Strategy
• Stakeholder Impacts
• Employee Engagement
The CSR – HR Partnership: Elaine Cohen © 2014
Business
Partners
(CSR)
Social
Marketing
(CSR)
Ethics
Culture and
communications
Recruitment
(CSR)
Community
involvement
Remuneration
and benefits
Traditional
HR
functions
(CSR)
Environment
(CSR)
Human rights,
diversity,
health and
safety
Employee
Training and
Development
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR strategy : low-carbon economy
CSR
Strategic
business
priority
Reduce carbon
footprint to meet
new environmental
regulations, reduce
costs and attract
investors
•
•
•
•
•
Emissions measurement and reporting
Impact assessment
Green technologies / renewables
Workplace energy consumption
Business travel reduction
•
•
•
•
•
•
Environmental targets
Recruitment of greenies
Employee education on environment
Green Team structure and process
Employee energy savings suggestions
Travel policy
HR
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR strategy : low-carbon economy
Green
Teams
save
money and
engage
employees
!
The CSR – HR Partnership: Elaine Cohen © 2014
Green Teams save money !
• SAVINGS: $52 million in 2012 by
•
reducing energy, water, consumables,
petroleum fuel use and solid waste to
landfills
REVENUE: $24 million in revenue by
recycling.
• > 850 EMPLOYEE GREEN TEAMS:
• $12 million in vehicle fuel cost
•
avoidance
$10 million in facility energy
savings
$1 million in water savings
•
• $4 million decrease in supplies
•
spending
$25 million avoided landfill fees
through recycling of more than
253,000 tons of material.
The CSR – HR Partnership: Elaine Cohen © 2014
Green Teams engage employees!
Correlation analysis determined that greater employee involvement in CodeGreen
activities is associated with higher scores in seven key job satisfaction measures.
Corporate Responsibility Report 2010-2011
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR strategy : diversity
What’s
wrong
with this
picture
?
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR strategy : diversity
Strategic
business
priority
Enhance
organizational
diversity in order to
improve business
offering, innovation
and productivity
through inclusion
CSR
•
•
•
•
•
New business opportunities
Reputation and employee attraction
Efficient use of resources
Innovation
Customer service and interaction
•
•
•
•
Workplace culture
New recruitment channels
Diverse candidate pipeline
Training of internal recruiters in
diversity principles
Partnerships to help accessibility to
minority groups
•
HR
The CSR – HR Partnership: Elaine Cohen © 2014
CSR-HR strategy : diversity
Companies with
a higher
proportion of
women in top
management
perform better
+10%
ROE versus
industry
average
McKinsey, 2007
Han’s Company
(Singapore)
reports increase
in productivity
after three
years of
diversity
practices by
+40%
MOM, Singapore,2010
The CSR – HR Partnership: Elaine Cohen © 2014
The CSR – HR Partnership: Elaine Cohen © 2014
CSR and HR .. recipe for engagement
Source: CBSR (Canada, 2010)
Source: Sirota (2007)
The CSR – HR Partnership: Elaine Cohen © 2014
Pepsico: ‘Profit with Purpose’ is the
single biggest recruiting tool that we
have in Pepsico today
The CSR – HR Partnership: Elaine Cohen © 2014
CSR and HR .. investment in employees pays off
•
•
•
•
•
•
•
•
•
Free healthy lunches
Medical Insurance and check-ups
Health education
Wellness points and prizes
Free gym and trainer
EAP
Eco-building and ergonomics
Sports activities and events
Monthly newsletter
The CSR – HR Partnership: Elaine Cohen © 2014
Prime CSR Role:
Advancing a holistic corporate sustainable business
strategy and effective implementation
CSR and HR Partnership:
Developing and implementing the
right frameworks, processes and
tools to support people in
advancing sustainable business
strategy
Prime HR Role:
Aligning the organization’s
people – values, skills, actions
– in support of sustainable
business strategy
CSR and HR Partnership:
Activating people in pursuit of organization’s sustainable
business strategy
The CSR – HR Partnership: Elaine Cohen © 2014
CSR and HR
leadership should
partner to achieve
optimum CSR results
for the business,
employees,
communities and
society … and for
their own functional
and professional
advancement
 Develop a CSR – HR Partnership
Charter. Ensure all employees of
both functions are educated in the
Charter and know how it affects
them.
 Review current business strategy,
CSR and Human Resources needs /
material issues and define a list of
priority partnership goals and
targets.
 Speak with same voice to
management and present and
advance proposals together.
 Wake up and do it!
The CSR – HR Partnership: Elaine Cohen © 2014
HR’s CSR impacts
Economic
Impacts
Social
contribution
of retired
and elderly
Supporting
employment
of diverse
groups
Living Wage
Social Impacts
Environmental
Impacts
Family wellbeing
Advancing
environmental
stewardship
Advancing
education
Social
Harmony
Road Safety
Advancing
community
solidarity
and support
Quality
of Life
A Planet for
Future
Generations
The CSR – HR Partnership: Elaine Cohen © 2014
CSR - HR partnership…
….more than just recruitment and retention!
….its the core of sustainable business…
….and a key part of HR accountability.
The CSR – HR Partnership: Elaine Cohen © 2014
Thank You!
Elaine Cohen
Beyond Business Ltd
elainec@b-yond.biz
+972-523-495-688
www.b-yond.biz
@elainecohen
CSR Strategy
CSR Reporting
CSR for HR