Embedding CSR in the Corporate DNA: Dec 2013
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Embedding CSR in the Corporate DNA: Dec 2013
- 1. 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: wirojl@se-ed.com Tel. 0-2739-8770
- 2. CSR (Corporate Social Responsibility) • All stakeholders have to be taken into account with different priorities. • Priority means the stakeholder’s influence in organization’s Give & Take competitiveness in the Customers, Employees’ market. family, Suppliers, Business • The priority of each partners, Surrounding stakeholder changes communities, Give & Take over time according to Shareholders, the business growth. Executives, • CSR is not charity or Employees philanthropy. Give & Take Society, Environment, Competiors
- 3. CSR (Corporate Social Responsibility) Give & Take, Collaboration Supplier & Business Partner Environment Employee’s family Community Society Give & Take Collaboration Customer Employee Organization Competitor Government
- 4. CSR (Corporate Social Responsibility) • 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.
- 5. Win – Win CSR Sunk Cost Tax shield Connection Marketing Information Dead Stock + Slow Moving Inventory Cost Reduction + Productivity Improvement Full-Depreciated Asset Employee Engagement Cash flow out Brand Awareness
- 6. Win – Win CSR Social and environmental problems The problems of Employees, Customers, Suppliers CSR Market Demand Organization’s problems CSR Productivity Improvement CSR Resources Products or services Regulation, Ethic, Social collaboration, Citizenship, Transparency Company’s Growth Emission CSR
- 7. 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.
- 8. CSR Strategy Merit Goods Positive effect to society • sustainable growth • Massive scalability Products & Services Negative effect to society Demerit Goods • Abatement and control • Treatment Legitimate Social Collaboration & Accountability Ethical Environment Friendly Process
- 9. CSR Strategy Inventory • Dead Stock & Slow moving stock • No market value but full functional value Direct Benefit + Human Resource Full depreciated asset (Zero BV) Connection Some Expense • Employee Engagement • Productivity Improvement • Non – value Asset reduction • Tax Shield + CSR Indirect Benefit • Brand Awareness • Community Engagement
- 10. 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.
- 11. Balanced CSR 1) 2) 3) 4) 5) 6) Public mind VS Business productivity Corporate’s benefits VS Social benefits Direct benefits VS Indirect benefits Appropriate priorities of stakeholders CSR in process VS External CSR Employees’ benefits VS Communities’ benefits 7) Regulatory compliance & Transparency VS Voluntary activities to society
- 12. 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
- 13. Benefits from CSR Indirect Benefit: • • • • Brand awareness Community collaboration Employment brand Employee engagement and corporate’s culture and share value
- 14. Health Check – Up Activity
- 15. Communication Improvement by LCD TV
- 16. Meditation for Life Project
- 17. Annual Meeting
- 21. Books for Kids Projects
- 23. Change for kids
- 24. SE-ED Enjoy Reading Project
- 25. SE-ED Kiddy Camp