CSR and Company Recruitment and Motivation

A New Global Standard for CSR Reporting
June 19, 2013
Companies are integrating Corporate Social Responsibility (CSR) strategies and goals into their core business operations to improve their environmental, societal, and overall economic performance. This has led some companies to examine how sustainability can:
  • Be integrated into managerial practices
  • Influence employee motivation and attitude
  • Create a sense of ownership in sustainability plans
  • Impact annual bonuses
Recruitment and Motivation During a recent webinar, Ingersoll Rand indicated that the second most asked question by new recruits was information about the company’s sustainability strategy and objectives. Just a few years ago, this question was ranked number 10.

As part of its sustainability program, Ingersoll Rand initiated an employee volunteer program called Green Teams, whose goal is to improve operations throughout the organization and to reduce its environmental footprint. The Green Teams have expanded from 30 to 125 sites, resulting in significant monetary savings and reduced waste production.

Interestingly the annual employee engagement survey showed that Green Team sites performed better overall, and employees displayed better attitudes toward their jobs. The metrics evaluated included employee job satisfaction, positive opinion of the company’s performance and office culture, and value in their job function.

Linking KPIs and Incentives With Sustainability Goals In the aftermath of the 2008 global financial crisis, CEOs and directors are now increasingly expected to do more than simply raise the company’s share price and increase profits in order to obtain their annual bonuses. At their recent annual meeting, shareholders of Deutsche Bank voted to put in place a bonus scheme for its directors that demands qualitative, sustainable, and measurable growth in satisfaction amongst their key stakeholders.

In order to earn a bonus this year, CEOs and directors are now required to:
  • Measurably motivate their employees to perform better
  • Drive the development of core markets
  • Demonstrate business performance proven by financial market analysts
  • Develop relationships with politicians, NGOs, and academics based on trust and mutual respect
  • Report on performance in the public domain via the media
Likewise, BASF evaluates its directors’ annual sustainability performance using an incentive program that stresses personal accountability within directors’ job functions to uphold designated KPIs.

Drive Streamlined Stakeholder Engagement Companies are under mounting pressure to share their sustainability strategies, goals, and performance with stakeholders through CSR reporting. The process of organizing and analyzing this data can be a difficult task. Collaboration across multiple departments and geographical locations is required to collect meaningful data that must be shared and thoroughly reviewed in order to build a strong report.

The CSR Reporting Solution powered by Wdesk simplifies the process, saves time, and ensures accuracy. It enables teams to better tell the company’s story creating motivation among employees, fostering dialogue with stakeholders, and helping companies design managerial sustainability bonus programs.

Find out how your team can better reach its sustainability reporting goals by visiting the CSR Reporting Solution page, or request a demo to see it in action.

References: Deutsche Bank. (2013). Annual Review 2012. Retrieved from https://annualreport.deutsche-bank.com/2012/ar/servicepages/downloads/files/dbfy2012_entire.pdf Wall-Warren, C., Tew, S., Favaloro, G. (Presenters). (2013, May 30). Deploying a Corporate Sustainability Strategy: What Implications For Management? [Webinar]. Agrion. Retrieved from http://www.agrion.org/sessions/video-ny-Deploying_a_Corporate_Sustainability_Strategy_What_Implications_for_Management_-0.htm.
Francis Quinn

About the author

Francis Quinn is the Director of Corporate Sustainability Technologies for Workiva. Before joining Workiva, he directed sustainable development for L’Oréal in Paris.