A survey produced by the marketing recruiter EMR reveals the importance of Corporate Social Responsibility (CSR) to business, helping to further the business case for organisations to have a broad stakeholder approach to value creation.
The EMR MD stated "a positive CSR image can be an immensely powerful tool in attracting, retaining and empowering the best talent...a good CSR can be the difference between landing the best employee and narrowly missing out", as 70% of respondents cited that CSR was a factor in deciding on their latest employer.
However, for an organisation to be seen to be really credible, genuine and believable in their corporate responsibility there has to be more than just a "positive image" as mentioned above. CSR and broader stakeholder commitment needs to be more than lip service or "greenwashing" to obtain good PR. The EMR research founds that firms in the FTSE 100 have increased their funding to CSR initiatives by on average 11% which is good news. However the figures still don't prove that corporate responsibility has gone beyond the CSR department and is now a routine part of organisational culture which is really what society and the wider environment is now demanding .
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