Hidden Salespeople
Companies know the benefits CSR can have in employee satisfaction and community support. But what many companies have found surprising is what a wonderful ambassador a happy, proud employee or community advocate can be. Rather than the knee-jerk complaining that goes on out of the office, employees become walking, talking billboards for the company -- proud to tell all who will listen how rewarding their company's CSR activities are to them as individuals.

Lessened Liability
When a company embraces a belief system in corporate social responsibility and embeds it into its code of ethics and daily practices, employee conduct expectations are communicated in a clear and understandable way, essentially putting employees "on report." It doesn't shift the legal liability of employee behavior from a company's shoulders but it does document the company's expectations and communicate to it's employees that high standards are expected and rewarded.

Globalization
Much of the pressure to engage in CSR is driven by globalization. If your business is engaged in transactions globally, customers care about your behavior toward disadvantaged individuals and developing countries. In this arena, it's proven that customers will pay more for your product or service if they know your corporate behavior and business practices are honorable.

Good vs. Bad
The truth is we do not live in a world where the good guys always win, or where doing the right thing is rewarded. Some of the most ruthless businesses and business executives do get to the top, often on the shoulders of others. But it isn't a black or white, good vs. bad issue. Companies are like human beings, partly virtuous, partly flawed. If a company uses a CSR program to run smoke over its otherwise bad behavior, the smoke will eventually clear and what will be visible is the ugliness. On the other hand, if you're one of the good guys, trying to remain virtuous, CSR can give you a vehicle to express the best side of your company's persona, and bring you big rewards in the reputation and community support within your playground.

Telling the World about your Corporate Social Responsibility

Whether your CSR activities involve charitable giving, uncompromising health and safety goals, fundraising events, or a full-scale training program to integrate CSR into your company's daily operations, many companies are unsure of how to let the world know about their CSR activities. There's a necessity for social responsibility promotions to be understated in tone and style. Being openly boastful about your corporate social responsibility activities can backfire and cause your company to be perceived as opportunistic. But sharing something positive about your company is a good thing, and you shouldn't refrain from shouting from the rooftops about it.

In keeping a "tasteful" and humble tone in your CSR promotional plan and materials, the key seems to be "inspiration." Be inspiring in what you say and how you say it. Keep your messaging focused on the recipient's benefit, not on yours as a company. Look for ways to communicate inspiration through authentic words and inspiring, emotionally evocative images. Talk about how your company was the catalyst for something great. Something that benefits someone else — your cause, your employee pool, your management, your customer. Do more than just send memos around the office on what you're doing. Promote your efforts within your company differently than you do business-as-usual. Give it a splash, an extra effort with which to bring everyone on board. That doesn't mean you have to spend a lot of money on it. It does mean you have to make an effort to put something out that will successfully "inspire" participation and support. The investment now will serve you well for years to come.

If you'd like to learn more about social responsibility or other branding matters, contact us or go to our website at www.insight180.com.