News and comment from the June/July edition of Corporate Citizenship Briefing, issue 106
Companies enlist workers in climate fight at work and in the home
Accenture and DHL both announced on 5 June that they are engaging employees in the fight against climate change. Accenture employees can pledge to reduce their environmental impact at home and at work, as the company kicks off a three-month Eco Challenge. Employees join the scheme by completing a brief online profile that helps estimate their carbon footprint. Participants then choose from more than 150 pledges in categories such as business and personal travel, work, home, lifestyle and energy. DHL launched an employee initiative called “My Green Day”. By turning off the lights in their offices for one hour, employees are being encouraged to commit to a more conscious use of energy. DHL also encourages staff to make personal commitments to adopt more environmentally conscientious habits. Contact: Accenture www.accenture.com Contact: DHL www.dhl.com
GSK launches YouTube video to engage potential recruits
On 11 June, GlaxoSmithKline posted a video on YouTube staring GSK CEO Andrew Witty. The posting has been designed to engage potential recruits by discussing topics including GSK’s corporate culture and volunteering programmes, as well as bringing the company into the digital sphere. GSK web communications manager Simon Quayle said “increasingly we are looking to use social media as part of our communications strategy.” In the US last month, GSK launched a ‘More Than Medicine’ blog and Twitter feed discussing wider healthcare issues. Contact: GSK www.gsk.com Contact: YouTube www.youtube.com
MillerCoors agrees pact to serve Hispanics
On 26 June, MillerCoors pledged to increase economic opportunities for Hispanics through a joint agreement with the Hispanic Association on Corporate Responsibility (HACR). Through the agreement, MillerCoors and HACR promise to enhance economic opportunities for Hispanics through increased participation in key corporate initiatives such as leadership and work force development, procurement and supplier diversity, marketing and advertising, and community contributions. “Growing and leveraging diversity will provide MillerCoors with a competitive advantage that will not only strengthen our business, but also strengthen the Hispanic community,” said Leo Kiely, MillerCoors CEO. Contact: Hispanic Association on Corporate Responsibility www.hacr.org
Fuji Xerox embraces ‘Love Eath Action’
Fuji Xerox announced in Tokyo on 17 June that it will turn its summer corporate programme into a year-round campaign in its global operations. The “Love Earth Action Fuji Xerox (Leafx) Campaign” encourages employees to get involved in environmental protection and social action programmes at work, in their local communities and at home. In July, employees will be invited to showcase their environmental creativity at home. This year’s campaign will start with the ‘CO2 Reduction/Lights-Down Campaign’ on 20 June. Contact: Fuji Xerox www.fujixerox.com
Green industries employ more than polluters
With over three million jobs across Europe, green economic activities are overtaking polluting industries in terms of employment, according to a new WWF study released on 16 June. ‘Low Carbon Jobs for Europe’ shows that at least 3.4 million European jobs are directly related to renewable energy, sustainable transport and energy efficient goods and services. This compares with 2.8 million jobs in polluting industries, such as mining, electricity, gas, cement, and iron and steel. It is predicted that the low-carbon economy will continue to expand in the future, whereas employment in extractive and climate polluting industries will decline. Contact: WWF International www.panda.org
Dual discrimination claims will lead to 10% case rise
The government has tabled an amendment to the Equality Bill to allow people to claim discrimination caused by a combination of two characteristics, such as black and female. Currently, people can only bring one claim. A discussion document on the proposed clause published by the Government Equalities Office on July 1, revealed dual discrimination claims could lead to 3,350 more claims being brought per year. However, employment lawyers have said the move would lead to higher success rates – and higher payouts – as workers added extra claims to strengthen their cases. Contact: Government Equalities Office www.equalities.gov.uk
Employee layoff fears hinder economic recovery
One in every three employees of companies in the UK and the US is very fearful of losing his or her job, and 98% of employees in the UK report having some level of fear about their job security, according to a recent survey released on 8 July by change management consulting firm Stromberg Consulting and conducted by Braun Research. The study also suggests that productivity may be up overall: 40% in the UK and more than half of those fearful in the US say they are working harder as a result. According to Stromberg Consulting, a certain amount of tension in the workplace is positive as it can encourage employees to perform better, but at a certain point, the added stress takes its toll on employees’ physical and mental health. Contact: Stromberg Consulting www.strombergconsulting.com
Comment
Consumers increasingly use values, rather than just value for money, to make purchasing decisions, reflected in the growth of fair-trade and ethical products in recent years. This trend is being translated into the working environment. Employees are consumers after all, and working for an employer that is responsible can be a very motivating and engaging thing, especially among younger workers.
The importance of corporate responsibility in attracting potential recruits is certainly recognised by GSK, using social media to communicate messages about its corporate culture and volunteering programmes to a young target audience. Indeed, a third of young adults aged 20-30 polled for BT said that working for a caring and responsible employer was more important to them than the salary. Likewise, research last year by public relations company Cherenson Group showed that 78% of employees now place working for an ethical and reputable company above receiving a higher salary.
But can this all still be true at the height of a recession? Can ethics still play a role in employee preference when unemployment is rising and job opportunities are dwindling? Jack Welch, General Electric’s former CEO, believes ‘For stars, there is always a choice.’ He says ‘They work for companies that are in accord with their own value systems. If they don’t want to work for a polluter they will not. After all, people want to hold their heads up when they are with their peers.’
To attract and retain the top talent – those that still have the pick of employers despite the economic situation – corporate responsibility can play an important role. But at the same time this poses a risk, as negative PR can have a disastrous effect on recruitment. Let Enron be held up as a prime example – once hailed for its support of local communities and charitable projects, the business was ultimately exposed as an irresponsible fraud. Therefore, as organisations increasingly use corporate responsibility in recruitment messages, it is vital that there is substance behind claims and promises.
Chad Rogerson chad.rogerson@corporatecitizenship.com
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