In an article for the February 2011 edition of Managing for success, the Law Management Section's magazine, Noa Burger, of corporate social responsibility (CSR) support company Heart of the City, explains how smaller firms can implement a CSR programme.
CSR is highly adaptable and can be rolled-out in multiple ways, making it as appropriate for a firm of 10 as for one of 1,000. Being small also allows a firm to be more flexible, responding and adapting to a changing society, and to communicate quickly and effectively between staff and partners, so everyone feels listened to, increasing staff motivation. The greatest benefit of CSR in smaller firms is that the people who make up the business are truly able to bring to life the company’s values.
The article outlines the four different prongs of a CSR strategy - community, environment, workplace and market - and the types of activities involved, and explains how to implement a CSR programme.
Secure buy-in from senior management
Show them the potential benefits to the community - by introducing them to a community organisation or organising a community visit - and to the firm - by drawing up an effective business case.
Secure buy-in from employees
Conduct a survey on their interests and asking them for ideas on what the programme should offer.
Implement it
Form a committee of interested employees to implement the results as appropriate for your firm's size, the amount of time and money you can invest, your staff’s interests, and your business strategy.
Sustain it
To maintain momentum, make sure you communicate your programme within the business effectively. You could appoint CSR champions to galvanise support in various departments, and use your intranet and noticeboards to keep people informed. Focus not only on opportunities but also the programme's successes - for the latter, you will need to monitor and evaluate your programme both quantitatively (against pre-set targets) and qualitatively (through staff surveys).
Read the full article (PDF)