Prof.Lakshman
Professor
Rajahr2
Service
Sneha.saxena
Csr Manager
+4 Others

Companies increasingly need to co-ordinate their CSR activities and demonstrate their commitment to CSR. Effective CSR depends on being seen as important throughout an organisation. Delivery, not rhetoric, is the key to stakeholders developing trust in an organisation.

HR has a key role in making CSR work. CSR without HR runs the risk of being dismissed as PR or shallow ‘window-dressing’. And CSR is an opportunity for HR to demonstrate a strategic focus and act as a business partner.

CSR needs to be embedded in an organisation’s culture to make a change to actions and attitudes and the support of the top team is critical to success. HR already works at communicating and implementing ideas, policies, cultural and behavioural change across organizations. Its role in influencing attitudes and links with line managers and the top team mean it is ideally placed to do the same with CSR.

HR is also responsible for the key systems and processes underpinning effective delivery. Through HR, CSR can be given credibility and aligned with how business run. CSR could be integrated into processes such as the employer brand, recruitment, appraisal, retention, motivation, reward, internal communications, diversity, coaching and training.

The way a company treats its employees contributes directly to it being seen as willing to accept its wider responsibilities. Building credibility and trusting their employer are being increasingly seen as important by employees when they choose who they want to work for.

What are the risks in HR’s involvement with CSR?

The trust built through successful CSR is hard to regain if lost. HR needs to ensure that their organisation’s CSR can stand up to the inevitable scrutiny by stakeholders, and that training and communication mean it’s embedded throughout the culture of an organisation.

HR needs to be an active business partner working with other functions, for example finance, PR/marketing etc. It will need to look beyond the boundaries of usual practice and arguably work on its own PR. CSR is a strategic opportunity which is market-led and is restrained by bureaucracy. It needs dynamism, creativity, imagination and even opportunism.

What to consider when starting a CSR strategy

Clarify your core values and principles.

Make sure you know who your key internal and external stakeholders are and which issues affect your relationship with them.

Get the top team on board, and know how to sell the benefits of CSR to different stakeholders.

Understand how the CSR strategy is aligned to your business strategy and HR practices.

Get endorsement for the CSR strategy from inside and outside your organisation.

Communicate, consistently.

Training is vital, as CSR will only have an impact if employees are engaged: attitudes or behaviour won’t change otherwise.

Effectively measure and evaluate CSR, otherwise the time, effort and money invested are based on assumptions, not results.

Direct results (such as saving fuel resulting in lower carbon emissions) and indirect results (increased employee satisfaction) of CSR strategies can be shown to contribute to business performance. One way outcomes can be measured is through a balanced scorecard approach, which allows for the different types of factors that contribute to a business’s bottom line including internal people, processes and customers.

A growing global role

One thing that is for sure - the pressure on business to play a role in social issues will continue to grow. Over the last ten years, those institutions which have grown in power and influence have been those which can operate effectively within a global sphere of operations. These are effectively the corporates and the NGOs. Those institutions which are predominantly tied to the nation state have been finding themselves increasingly frustrated at their lack of ability to shape and manage events. These include national governments, police, judiciary and others.

There is a growing interest, therefore, in businesses taking a lead in addressing those issues in which they have an interest where national government have failed to come up with a solution. The focus Unilever has on supporting a sustainable fisheries approach is one example. Using the power of their supply chain, such companies are placed to have a real influence. National governments negotiating with each other have come up with no solutions at all, and ever-depleting fish stocks. That is not to say businesses will necessarily provide the answers - but awareness is growing that they are occasionally better placed to do so than any other actors taking an interest.

CSR has a wide range of potential meaning and the first module of this site addresses the issue of definition as well the nature of the challenges calling for public and private sector action on CSR.

Cheers

Prof.Lakshman
22nd September 2006 From Sri Lanka, Kolonnawa
Here we are dealing with Corporate Social Responsibility and how HR is involved in it Cheers Prof.Lakshman
22nd September 2006 From Sri Lanka, Kolonnawa
Dear Mr. Laxman,
This is a very good article on relation between HR and CSR. Since I am working with CSR and would like to submit my project in my MBA program on similar issue. I would like to get some guidance from you on the same. It would be a great help if you provide me some inputs on this is area.
Thanks and regards,
Sneha
CSR Manager,
Jindal Stainless Ltd, New Delhi
4th August 2008 From India, Gurgaon
Hello everyone,

With skilled talent becoming a global shortage, India is not far behind. Various studies undertaken in the recent past have revealed that Indian Inc is facing an acute shortage of skilled manpower. Further constant surge in FDI and FII investment has exacerbated this shortage of talent in the Indian market, necessitating some quick thinking and long term planning to retaining and recruiting the right talent.

While a majority of the industry is facing the talent crunch, there are some organisations especially from the high growth sunrise sectors like the IT, ITES, KPO, BPO, Hospitality, Retail, and Telecom that have started to look beyond the conventional sourcing approach. ‘Diversity’ as they say, is now opening new doors. With diversity increasingly being recognised as a business benefit, it will be unwise for the new economy in India to ignore the significance of this untapped human potential.

Our portal (www.employability.co.in) is a part of a unique social initiative which aims at bridging the gap between equal opportunity employers and qualified disabled job seekers. The portal offers most of the functionalities as any other commercial job portal and hence is an easy to use tool for sourcing diversity. We strongly believe that every organisation has the potential to employ persons with disabilities, and in most instances it is just a lack of awareness on where and how to start that prevents them from initiating.

A recently compiled guidebook - “Employing persons with disabilities”, which was compiled as a joint initiative of AccessAbility and ITC Welcomgroup, can be a useful resource for organisations considering employment of persons with disabilities. It is a step by step guide that helps demystify the perceived complexities around employment, retention and career development of persons with disabilities within an organisation. The handbook can be viewed and downloaded at http://www.accessability.co.in/files...sabilities.pdf

Our endeavour at AccessAbility is to support organisations in recruiting persons with disabilities at various levels to be a part of their productive workforce. The inclusion that we intend to bring will not only help organisations in empowering the disabled but can also help build their staff morale, productivity and increase retention amongst the entire workforce.


We are aiming at including many other value added services in the future and will certainly keep everyone posted of the same.

So join us in this mission, and be the change that you want to see.

To know more about us or to know how you could be the change maker, please send an email to . You can also visit our website at www.employability.co.in or www.accessability.co.in.

Best,
Team AccessAbility

22nd June 2009 From India, Delhi
Just tell me if one has been given a CSR responsiblity in addition to HR role in the company then will it benefit his / her HR carreer prospective in future
22nd June 2009
Hi natsu Just tell me if one has been given a CSR responsiblity in addition to HR role in the company then will it benefit his / her HR carreer prospective in future
22nd June 2009
Hello Rajahr2,
Although I am not an HR expert on CSR, I believe that as an HR professional, if you take an additional CSR responsibility and if it includes looking at diversity and inclusion then it will certainly benefit your career. Also since diversity and inclusion are becoming global trends in HR, such a role will prepare you for the future.
Regards
Natsu
29th June 2009 From India, Delhi
CSR is good practice for company beacuse of these, company wiil make good brand image in society & surrounding area. Regards, Alpesh Shingala
30th June 2009 From India, Rajkot
Hi all,
Wanted to know that if an MBA graduate in HR gets a job profile of handling CSR activities as a start (only CSR) should it be considered as a good start in terms of career prospects????
Need to know this urgently .....
Thanks & Regards,
Isha
14th October 2009 From India, Mumbai
Hi ,
I am Venkat, My company strength is 350 .
1) How do I Incorporate CSR and what measure should i take ?
a) What happens if CSR is not inculcated in a company?
b) what benefits does it create in the society?
2nd December 2010 From India, Madras
The CSR initiative is a very good step take by a company. But at the same company should also have a system in place to manage the CSR activities and bring transparency and accountability. go through CSR Act, Companies Bill 2012 and CRM technology | Adaptive IT they have solution called nfpCRM - A social CRM.
Vikas
31st January 2014 From India, Delhi
Hello everyone. I am a Phd scholar and my area of research is Internal CSR and employee retention in Indian Service Sector. In one of my term paper, I am trying to establish a relationship between HR practices and internal CSR. What all aspects I should take into consideration for this. Your inputs are welcome.
22nd August 2014 From India, Hooghly
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