Responsibility in Corporate Social Responsibility

It has been established that social responsibility is an excellent way for a company to build its brand and reputation. Branding has one end goal: creating a differentiated name and image for a company, business, organization, product, or service.

Branding, in this context, involves using social responsibility to create differentiation, using an entity’s social responsibility program, which is demonstrated through various relevant actions. These actions will then establish the company’s presence in the minds of consumers and the general public as a whole.

A company’s brand is its promise, as it represents what the company can deliver to its customers and what customers can expect from its products and services. It embodies customer perceptions and fulfillment.

Businesses treat their reputation as their brand, and the best way to nurture their good reputation is to put more effort into improving their corporate social responsibility.

Social responsibility also sets companies apart from their competitors, but only when done correctly.

While it is a fact that businesses operate for the purpose of maximizing profits, businesses that can demonstrate social conscience are seen to have greater chances of success, which is where social responsibility comes in.

But what does it mean for a corporate to undertake "Correct" Social Responsibility initiatives?

1. Make sure your social responsibility program reflects your brand.

First and foremost, social responsibility is to deliver good value for money and provide high-quality products and services, followed by providing good after-sales support, customer service, involvement in advocacies and civic causes, and generally performing acts that demonstrate how the company cares about their customers, the environment, and society as a whole. If you notice, companies with good social responsibility policies receive more and better media coverage, which is already one way to advertise their company. Getting a good press through doing good work is considered by businesses to be one of the best ways to advertise the company.

Customers are becoming increasingly aware of local, national, and global issues, and there is no denying that their buying decisions are greatly influenced by these issues. Therefore, they tend to buy more from companies that show their concerns and their actions over issues that resonate greatly with customers.

2. Choose the right advocacy.

Evidently, it is not a random choice; this program must be clearly aligned with your organizational vision and goals. The cause must have a logical tie with the business. Initiatives you undertake to align your CSR with this advocacy or cause are not the end but the beginning. How one propagates and engages with stakeholders determines their impact.

3. Get everyone involved, including customers and, most importantly, employees.

The implementation is a collective effort. Your employees are your best ambassadors, and it is surprising how many brilliant ideas you can get from your employees regarding ways of improving your company’s social responsibility program. Getting them involved also means that you no longer have to outsource people to do your social responsibility work. Not only are employees significantly more engaged, but they also have a higher level of commitment to these initiatives and the organization. It is also a best practice to turn your customers into partners. Engage them to actively participate in your social responsibility activities. By appealing to their individual conscience, you will also be encouraging them to do their part and exercise their individual social responsibility.

Executing CSR initiatives correctly need not be a rocket science, it can be simplified and Execution Excellence can be achieved, reach out to us at jps@CSRProjectsIndia.com

~ Jyoti Prakash Sahu