Many business owners and managers see corporate social responsibility (CSR) as something that’s ‘nice to do,’ but not really connected to growing the business and profits. Just the other day I had an experience that shows how wrong this is….

I took part in a training exercise where half the class pretended to be ‘employers’. The other half of the class pretended to be ‘potential employees.’ We (the ‘employers’) had to find a way to attract the ‘employees’ to come and work for us.

Sounds simple? Well I thought so. I was an employer offering flexible working hours, a great salary and career development. Yet my new recruits were undecided. But then I spoke about our corporate social responsibility program and they were suddenly a whole lot more enthusiastic. I signed them up.

Okay, so it was only a game. But it is a great example of how corporate social responsibility (CSR) can make all the difference to your competitive position. Initiatives such as pro bono work, philanthropy, support for community-building initiatives and environmental awareness can add significant value to your company, and if the program is well-designed, the benefits far outweigh the costs.

An easy way for your company to build its brand, reputation and public profile

Being socially responsible creates goodwill and a positive image for your brand. Trust and a good reputation are some of your company’s most valuable assets. In fact, without these, you wouldn’t even have a business. You can nurture these important assets by being socially responsible.

It is crucial, however, that you devise the right socially responsible program for your business. When used properly, it will open up a myriad of new relationships and opportunities. Not only will your success grow, but so will your company’s culture. It will become a culture which you, your staff and the wider community genuinely believe in.

Corporate Social Responsibility attracts and retains staff

Did you know that socially responsible companies report increased employee commitment, performance and job satisfaction?

Yes, it is in us all to want to do ‘good’ (and perhaps be recognised for it). Our lives become meaningful when we realise our work has made a positive difference in some way. It makes all our striving worth it. In fact, a 2003 Stanford University study found MBA graduates would sacrifice an average $13700 cut in their salary to work for a socially responsible company.

By attracting, retaining and engaging staff, ‘doing good’ for others reduces your recruitment costs and improves work productivity. It’s just plain good all ‘round!

Customers are attracted to socially responsible companies

Branding your business as ‘socially responsible’ differentiates you from your competitors. The Body Shop and Westpac are companies who have used this to their advantage. Developing innovative products that are environmentally or socially responsible adds value and gives people a good reason to buy from you.

Corporate Social Responsibility attracts investors

Investors and financiers are attracted to companies who are socially responsible. These decision-makers know this reflects good management and a positive reputation. Don’t underestimate this influence; it can be just as important as your company’s financial performance. In fact, it may be the deciding factor in choosing to support your company.

Corporate Social Responsibility encourages professional (and personal) growth

Your staff can develop their leadership and project management skills through a well-designed corporate social responsibility program. This may be as simple as team-building exercises or encouraging your employees to form relationships with people they would not normally meet (like disadvantaged groups).

Corporate Social Responsibility helps to cut your business costs

Environmental initiatives such as recycling and conserving energy increase in-house efficiency and cut costs. Introducing a corporate social responsibility program gives you a good reason to examine and improve on your spending!

Two important tips for you

Before you rush into your own corporate social responsibility program, remember:

* You must implement your program strategically. Just giving a donation is not enough. The best corporate social responsibility programs are based on a two-way relationship with you and each of the organisations you are involved with. This allows both parties to be challenged and grow together.

* Your corporate social responsibility commitments should be in line with the values of your company, customers and staff. Most importantly, they must be based on a genuine concern for people and the community. You do not want the program to backfire, making you seem hypocritical. A poor strategy will cause people to become cynical and distrustful of your company.

But all in all, corporate social responsibility makes financial sense, adds meaning to your work and makes everyone feel good!

So what should you do next?

It is a highly competitive world out there. If you want people to buy from you, work for you and invest in you, look seriously at corporate social responsibility.

Dianne Taylor – About the Author:

To find out how your company can grow from a corporate social responsibility program, contact Dianne Taylor at Sirius Business on dtaylor@siriusbusiness.com.au. Dianne is currently offering free advice on how to implement an effective corporate social responsibility program. This advice includes a list of 10 Simple Corporate Social Responsibility Actions for your business.

With over 25 years as the co-owner of a successful engineering business employing 30 staff, combined with a background in leadership development and education, Dianne has a wealth of experience to draw upon. Dianne’s practical experience is supported by qualifications in coaching, training, human resource management and business. As a business management and leadership coach, consultant, speaker and trainer, Dianne is passionate about helping people and organisations discover and realise their potential. Have a look at Anderson Gray Worldwide – http://www.anderson-gray.com

Organizations have been through a lot these past few years.  A certain amount of fatigue/disenchantment/frustration is normal. BUT, left unaddressed, these things can multiply and create a widespread epidemic of negativity.  The Negativity Self-Evaluation tool below can help assess where attitudes might be slipping towards the negative.  The debriefing information that follows provides steps for formulating an Attitude Adjustment Action Plan.

Negativity Self-Evaluation

Where do you rate on the negativity scale? Score yourself on a scale of 1 to 5 for each question, and try to be honest with your answers.

   1                     2                        3                           4                          5
Never             Seldom             Sometimes                 Often                    Always
                                                                                                                                                                                                   

1. Do you come into your workplace feeling enthusiastic and confident?                 _____
2. Do you focus on your goals even when you’re having a bad day?                        _____
3. Do you look for positive solutions when things don’t go your way at work?          _____
4. Do you set a good example for co-workers?                                                     _____
5. Do you communicate well with your colleagues?                                               _____
6. Do co-workers feel they can come to you for help?                                            _____
7. Are you satisfied with the quality of work you do?                                              _____
8. Do you find healthy ways to relieve stress?                                                       _____
9. Do you collaborate with others to meet the team’s and your goals?                     _____
10. Are you open to changes in your routine or environment?                                  _____
                                                                                                                Total  _____

Scoring
If your total is under 25, you are highly susceptible to negativity and may be affecting others with your attitude.  Continue to evaluate your performance on the job.  If you can’t break the pattern of negativity, ask for outside help from a supervisor, a friend or Human Resources.

If your total is between 25-35, you’re on the borderline; you can fall victim to negativity, particularly during stressful times.  When feeling pressured, give yourself a negativity “spot check”.  Ask yourself if your work is up to par, if you are snapping easily, or whether your co-workers are acting differently towards you.  These could all be signs that you need to take a deep breath and re-evaluate your attitude.

If your total is over 35, you probably don’t succumb to negativity often.  But, you may not be completely immune to it.  Think about how you interact with colleagues, especially when you’re stressed. People probably look to you as a model for positive behavior, so make sure stress doesn’t get the best of you.  And, if you see others inciting a climate of negativity, try to help the person(s) find a positive solution or encourage them to seek assistance.

Debrief – The Attitude Adjustment Plan
Here are several good steps to take whenever you feel yourself becoming negative. (If you’re a manager or co-worker who needs to point out negativity in another person, see the special Note at the bottom.)

Take responsibility for your attitude and acknowledge the difficulties your negativity is causing.
Without an honest acceptance of the responsibility for and impact of your attitude, there is no motivation to change.  

Practice “responding” rather than “reacting” to situations.
A reaction is often an instinctive, unproductive way of dealing with difficulties (negative people often “react” by blaming others for problems without seeing the part they’ve played in creating the problem).  On the other hand, a response requires thoughtful consideration of:
      - how can I take control of the situation vs. being a victim of the situation?
      - what productive strategies and actions can I take?

Attempt to identify underlying causes for the negative attitude.
Try to uncover some of the reasons behind what you’re feeling. Is there a higher amount of stress than usual in the workplace?  Are there unresolved issues with co-workers?  Have you been feeling undervalued or overworked? Could family problems, debt, or illness be a factor? 

Address the situations that cause stress.
Once you see what is causing the problem, try to find a workable solution and look for ways to prevent similar situations in the future. If need be, talk it over with another person.  It’s amazing how an outside perspective can shed light on things.  If there are conflicts you don’t feel comfortable handling on your own, ask a supervisor or HR person for assistance.

Note:  If you are in a position of pointing out another person’s attitude problem, make sure you do these things in addition to suggesting the actions listed above:
     - discuss the problem in private
     - begin by giving positive feedback
     - handle emotionally charged subjects with sensitivity
     - focus on performance, not personality

Based on material in the Leader’s Guide for The Attitude Virus: Curing Negativity in the Workplace.
© CRM Learning.

Need help in this area? Bad attitudes in the workplace can spread like a virus and infect everyone in the whole organization. With CRM’s The Attitude Virus program, help employees learn to spot unproductive attitudes in themselves and others, and counteract them with positive behavior.

Introduce the activity by discussing the importance of being appreciative and how it can make a positive impact on job satisfaction, relationships with others and the overall work environment. This information can be delivered via lecture or drawn out through group discussion. Either way, the following points should be made:

• • When you appreciate what you have, instead of dwelling on what you don’t have, you stay in a more positive frame of mind. You tend to be happier and others want to be around you.
• • When you take the time to thank someone for doing a good job, they are likely to perform at the same level — or do even better — next time. (Studies show that recognition — not money — is the true motivator of productivity.) 
• • In workplaces where people show appreciation to one another, there are fewer situations where people feel taken for granted. As a result, there is less dissatisfaction and resentment.
• • Being appreciative of others (and what they contribute to the organization) is a sign of respect.

Have group members think about a time when someone went out of their way to show them appreciation. How did it make them feel? How did they react? If time allows, have participants share their answers with the group.

Next, have group members think about what/who they should be grateful for (in the context of their job) and how they should show it. Pass out a worksheet containing the following:

Be Appreciative Worksheet

Use the table below to help you show appreciation for the people around you who make it possible for you to do what you do at work.

Optional Follow-Up:  Reassemble the group after they’ve had time to complete the actions they’ve identified. Ask them to share: What reactions did they receive? How did showing appreciation to others make them feel?

Based on material in the Leader’s Guide for the CRM Learning program, Start Right…Stay Right: Orientation Basics

Need help in this area? Encouraging the Heart uses a variety of real world examples to illustrate how important (and easy) it is to recognize the contributions of others.