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American Cancer Society Impact Conference

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Title: American Cancer Society Impact Conference


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(No Transcript)
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Engaging Employees and Corporations As Citizens
  • American Cancer Society Impact Conference

  • Bradley Googins PhD

  • Director Emeritus Center for

  • Corporate Citizenship

  • Associate Professor

  • Carroll School of Management

  • Boston College

3
A new and urgent problem?
  • I see in the near future a crisis
    approaching that unnerves me and causes me to
    tremble for the safety of my countrycorporations
    have been enthroned and an era of corruption in
    high places will follow, and the money power of
    the country will endeavor to prolong its reign by
    working upon the prejudices of the people until
    all wealth is aggregated in a few hands and the
    Republic is destroyed.
  • Abraham Lincoln, 1864

4
A Time of Uncertainty and Turbulence
5
Where are we now?February 16, 2009
6
Business As Problem?
  • Eisman knew subprime lenders could be
    scumbags. What he underestimated was the total
    unabashed complicity of the upper class of
    American capitalism.
  • M. Lewis, The
    End. Porfolio, December 2008

7
Business As Solution?
8
Why Is BusinessInvolved in the Community?
9
Development of Citizenship
10
Putting CC to WorkUnderstanding Key Issues CC
strategy
Safety of medicines
Access to medicines
Curing Global Health Issues (ex. HIV/AIDS)
Industry standards
11
MEANING OF CORPORATE SOCIAL RESPONSIBILITY
Source Fleishman Hillard International
Communications
12
Its not about Charity
CSR Initiatives
Best Way for Company to Make Positive
Contribution to Society Prompted, by Region, 2006
Not asked in Kenya, Nigeria, South Africa, and
Switzerland
13
New Business Challenges from Society
  • High-tech ICT
  • off-shoring
  • IP and trade
  • digital divide
  • Agriculture Food Beverage
  • Trade globalization
  • Health nutrition
  • Manufacturing
  • China offshoring
  • Job protection
  • Supply Chain
  • climate change
  • Shipping Logistics
  • Climate change
  • Security
  • Low income market
  • Energy
  • energy security
  • climate change
  • political risk
  • Retail
  • supply chain practices
  • consumerism
  • Pharmaceutical Health
  • access
  • HIV-AIDS
  • Low income
  • IP and trade
  • Finance
  • low-income
  • financial scandals
  • responsible lending/investing

14
Focus where interests converge
Pure Philanthropy
Combined Social and Business Benefit
Social Benefit
Pure Business
Economic Benefit
Source M. Porter. The competitive advantage of
corporate philanthropy
15
Societal Expectations
Around the world...
Sources GlobeScan, Wirthlin, Edelman
16
New Expectations
Companies held responsible for 2005
17
Employee Expectations The Need Perspective
  • FORTUNE Magazine 100 Best Companies to Work
    For issue. (First published in 1998)

18
Employees Seeking More
I wish my company would do more to support a
cause/social issue ( agree)
Its important for my company to provide
opportunities for employees to become involved in
causes
77

2004 Cone Corporate Citizenship Study 2007 Cone
Cause Evolution Survey
19
Employees Seeking More
CSR increases my motivation and loyalty 2002-2006
Source 2006 Globescan CSR Monitor
20

Levels of Engagement The Identity Perspective
My Lifes Purpose Citizen of the World
My Lifes Work Family, Community Member,
Investor Consumer
My Identity Gender, Race, Orientation, Whole
Person
My Job Employee

21
Drivers of company favorability
Favourability Index
Average of 40 major companies
TOTAL
100
Seen their ads
100
Heard or read about them in the news
104
Seen name on buildings, vehicles
105
120
Used products/ services
125
Know someone who works there
Source MORI research into favourability of a
range of companies among the British public
22
Corporate Citizenship TodayUS Consumers
Perspective top drivers
  • Values and treats employees well and fairly
  • Executives and business practices are ethical,
    honest, open and transparent
  • Authenticity
  • Goes beyond what is required to provide safe,
    healthy and reliable products and services
  • Listens to consumer, customer and community input
    when making business decisions
  • Active and involved in the communities where it
    does businessCommitted to corporate social
    responsibility, sustainability, economic
    opportunity, environmental stewardship, etc.
  • Donates or invests its fair share of profits,
    goods or services to benefit others

Source Golin Harris Corporate Citizenship Gets
Down to Business 2006
23
Return on Venture Citizenship Individual
MIND BODY SOUL
Recruiting and encouraging innovation 1MM
innovation award Geek Squad Academy Blue Shirt
Nation
Work/Life Balance
Promoting strengths and passions Strengths-based
HR Grameen Foundation WOLF Seth Owusu/EVCO
Rewarding service and philanthropy Volunteer
rewards _at_15 Local giving 50K school in China
Diversity/Tolerance
Safety/Wellness
The good company of the future will center on
human capital enhancement, on work as an exciting
challenge, one that can draw the will and the
aspirations for personal significance of each
employee into his or her occupation. Brennan,
Schmitz, Behar Caux Roundtable 2007
24
CSR HR PR
25
Gaps in Communication/Opportunity C. B.
Bhattacharya, Sloan Management Review
  • Great interest in CC by majority of company
    employees
  • Lag in understanding, opportunity and
    participation

26
Volunteerism Engaging Employees as Citizens
Here at Timberland, things are different from
other companies. At our corporate headquarters,
employees work hard to make some of the world's
most innovative products, then use paid time-off
to make a difference in the community. Children
play in our in-house day care center. The
committed young people of City Year New
Hampshire, a national youth corps that recently
set up shop within Timberland's walls, are hard
at work. And throughout the entire company, it's
evident that doing well and doing good are
inextricably linked. source company
introduction at www.timberland.com
Jeffrey Swartz, CEO, Timberland frequent keynote
speaker on relationship between strategic CCI,
brand and core business
27
From Helping Hands to Integrated Value
5
  • Integrated
  • e.g. value-added to society and your business

4
  • Employee value proposition linked
  • e.g. specific skills applied and developed

3
  • Innovation
  • e.g. issue specific local autonomy centrally
    coordinated

2
1
  • Focused
  • e.g. group-wide issue driven
  • Beginners
  • e.g. Helping Hands volunteers

Increasing employee engagement
28
Corporate CitizenshipManagement Framework
Three dimensions of Corporate Citizenship
Management Framework
29
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