The economic downturn of late 2008 and 2009 has challenged companies on all fronts, despite signs that the economy is beginning to recover. During these tough times, some companies have questioned the continued importance of their Corporate Social Responsibility (CSR) strategies. In the face of budget constraints and headcount losses, initiatives such as investing in the community and promoting the wellbeing of staff are increasingly under threat by those who continue to see such activities as only for the ‘good times’.
Yet these approaches reflect a lack of understanding about the true essence of corporate social responsibility. CSR is not about what companies do with their profits at the end of the day. It is about achieving commercial success in ways that honour ethical values and respect, people, communities and the natural environment – and this holds true whatever the business climate. Indeed responsible business practice is more important today than ever.
With a wholesale lack of confidence in big business, companies need to find a way to rebuild trust and credibility – both internally and externally. Particularly at this time when indications are that the economy is beginning to recover, it is essential employers find a way to motivate and engage their employees. For instance, according to The Hudson Report, Hiring and HR Trends, Hong Kong, October – December 2009 found that employer expectations for increasing hiring in Hong Kong rose from 22% to 35% between quarter three and quarter four of 2009. This same employer survey indicated that talent development and staff retention are key human resources priorities for Hong Kong in 2010 across all sectors. As companies look to identify ways to motivate and engage their staff, CSR strategies, including employee volunteering, are particularly key in this respect.
Employee volunteering and the corporate agenda
Initiatives such as employee volunteering—with its opportunities for employee engagement, team-building, personal development and skills training, not to mention positive reputation and standing in the community—should not fall off of the corporate agenda. Instead companies should be more innovative and creative in their approach, looking for ways to collaborate and pool resources to maximise impact.
Employee Volunteer Week: maximising impact
Recognising its unique position in being able to bring companies together to take positive action in the community, Community Business decided to launched a new campaign to raise the profile of employee volunteering in 2009. This initiative, Employee Volunteering Week (EV Week), was held in May 2009 and encouraged companies in Hong Kong to engage in some kind of volunteer activity. Particularly during a period of economic recession when the community is suffering and companies may lack the financial resources to give, employee volunteering is a practical CSR activity that offers immense benefits to businesses, employees and the community alike.
The specific objectives of EV Week include:
• Raising the morale of Hong Kong and its business community by encouraging a spirit of serving the community
• Raising the profile of employee volunteering as a triple win – benefits to business, employees and the community
• Encouraging a large number of companies in Hong Kong to make a collective impact on the community
• Measuring the impact of collective action on the community
Companies of all sizes and from all industries were invited to take part in EV Week. The requirements were easy—companies simply had to register on the EV Week web site and encourage their employees to volunteer between 10-16 May. Volunteer activities could be promoted one of two ways, through individual/ employee-organised volunteering or company-organised volunteering.
EV Week activities
Companies participating in EV Week carried out a wide variety of volunteer activities taking place during work hours or in employees’ personal time. These volunteer activities ranged from clearing hiking trails to organising outings for underprivileged children and parents to providing financial literacy training to youth. Additionally, some CEOs and equivalent senior management who participated in EV Week opted to volunteer their time by providing valuable advice and knowledge transfer to the senior management of their NGO partners.
Impact of EV Week
Approximately 70 companies participated in Hong Kong’s first-ever EV Week, with more than 50 companies participating in a survey assessing the impact of the campaign. The highlights include:
EV Week participation
| Number of volunteer activities completed |
112 |
| Number of employee volunteers |
1,669 |
| Number of volunteer hours |
4,229 |
| Beneficiaries |
4,444 |
When did employees volunteer?
| During work hours |
41% |
| During personal time |
47% |
| Both |
12% |
How did companies participate in EV Week?
| Employee-organised volunteering |
10% |
|
| Company-organised volunteering |
74% |
|
| Both |
16% |
|
|
How did employees benefit from participating in volunteer activities? |
||
| Opportunities to learn about the community |
96% |
|
| Enhanced relationships with colleagues |
86% |
|
| Increased pride in the firm |
73% |
|
| Increased motivation |
67% |
|
| Perception of company as an employer of choice |
57% |
|
| Development of listening, communication and/or problem-solving skills |
41% |
|
Looking ahead: EV Week 2010
EV Week 2010 will take place between 24 and 30 May and all companies and CEOs in Hong Kong are once again invited to join. To participate, companies will need to register on the EV Week web site and promote at least one type of volunteering:
| Individual/employee-organised volunteering Employees organise their own volunteer activity or activities during EV Week. Activities can take place during employees’ own time or company time during the week or weekend. |
| Company-organised volunteering Companies organise a specific volunteer activity or several activities for their employees to participate in during EV Week. Activities may take place during the work week or on the weekend. |
Conclusion
There is no doubt that when times are tough economically, companies have to reassess their priorities and adjust their strategies. As companies face the challenge of having to achieve more with less, new approaches, greater innovation and creativity are often the result. Through initiatives that enable companies to pool resources and take action in the community together, companies can remain true to their commitment to CSR and continue to make a positive impact—without making a huge investment in terms of money and resources. The resulting benefits in terms of corporate reputation, improved morale and employee engagement should not be underestimated—particularly in the current economic climate. To learn more about how to join Employee Volunteer Week visit: www.communitybusiness.org
By Shaun Bernier, Managing Director of Community Business
Paul Arkwright
Publisher
