Responsibility Equals Credibility

Corporate social responsibility is more than just acting ethically or being "green." As you will see in this month's cover story, CSR is all about how a company behaves in its marketplace and the image it portrays inside and outside of company walls.

For CSR to be successful there must be buy-in from the CEO and the employees. Both must be totally committed to incorporating the spirit and values of CSR into the company culture. It is no longer just "the right thing to do." According to recent studies, companies that put a strong emphasis on corporate social responsibility outperform those with no commitment to CSR, and in these tough economic times, any benefit to a company's bottom line is critical.

But as workplace learning and performance professionals, you know the benefits are plenty. More and more job hunters are searching for companies with strong community ties that serve the greater good, and many surveys have shown that young job seekers are willing to work for a socially responsible company even for a lower salary. Employee engagement is on the rise in companies that support strong CSR initiatives, and that definitely helps retention efforts.

Training and development programs that explain the connection between the company's core products and services and the society at large, their value to the local community, and ways in which employees can get involved in CSR projects would sustain these company initiatives and help maintain the culture of "social responsibility."

Do you have a plan in place to implement a CSR culture change within your company? How can you, as a learning executive, help change the company image to reflect community service and social responsibility?

CSR is now being seen as an important way to increase competitive advantage, protect and raise brand awareness, and build trust with customers and employees. It is up to learning professionals to promote CSR in their organizations, emphasizing that employees care about doing good and acting responsibly. After all, "It is better to give than to receive."

Paula Ketter

Editor, T+D

pketter@astd.org