Corporate Social Responsibility (CSR) programs are fundamental in driving strategic growth. With the intention of increasing positive impact, companies are developing locally-driven programs that align with their business objectives and connect with their community.
As a result of these efforts, companies are becoming change agents while inspiring their employees, C-level team, and shareholders. Community commitment requires an elevated relationship between a brand and the local organizations they aim to play an integral role in. How do companies communicate these partnerships and amplify their efforts to develop engagement? Let’s explore the channels and opportunities.
Assessing and addressing the needs
Each community faces unique challenges and obstacles. From small business growth to diversity, equity, and inclusion, organizations focus on thematic issues that are central to their local community.
This presents an opportunity for businesses to get involved by listening to community needs and connecting the dots to bring impactful change. Developing CSR initiatives are determined by what the needs are and what skills or resources they can contribute. Structured CSR programs may include donations for a specific cause, dedicated employee volunteer days, or implementing classes to educate the public.
Developing coalitions
Based on your business’s industry and audience, find organizations that share a common mission and vision. Who can you join forces with to collectively solve a problem?
In lieu of potentially duplicating efforts with another organization, find commonality and determine ways to purposely partner. Developing multiple layers of engagement typically involves a multi-pronged approach with key influencers and collaborators.
Who has a strong presence in the community? What resources can we, as an organization, bring to the table? How can we bring continuity to these coalitions? These partnerships promote a melting pot of diverse backgrounds and experiences to work together for a greater good.
Emphasizing employee engagement
Human resource departments are adapting to the needs of their employees. With a heavier emphasis on company culture, employees are looking for ways to become more engaged and impact-oriented in their roles.
This includes their big-picture roles in their community. Employee communications provide a vehicle to drive awareness and participation company-wide, ultimately leading to increase camaraderie and employee retention.
Companies are connecting their skill sets with broader community goals to see how they can impact and accelerate progress on a local level. Effectively communicating these initiatives internally amplifies causes that align with a company’s ethos, mission, and vision.
Practicing effective communications
C-level support of these strategic initiatives provides a framework for the enhancement of brand touchpoints. But how do companies amplify their CSR communications? The channels are endless. Depending on the audience, voice, bandwidth and budget, there are several tactics to promote a company’s commitment to their community.
- Organizing collaborative events. With some businesses returning to in-location events, collaborative events present an opportunity to demonstrate key relationships with local influencers and public figures. Town hall forums, Q&A interviews, or panel presentations bring diverse views to the community and allow a company to bring their community initiatives to the forefront. For those companies who remain digital, online webinars similarly provide a venue to feature community collaborations and efforts.
- Dedicating a section on the company website. If there’s a continuous commitment to the community, a company website serves as the designated home for audience education and awareness. With an opportunity to add photos, key stats, quotes, and new messaging, community initiatives require a compelling narrative to demonstrate brand authenticity. For companies who go the extra mile by publishing an Impact or Corporate Social Responsibility Report, the website provides a permanent URL to share the information via email and social media.
- Activating employee support. Company intranets provide the essential dashboard to engage employees in community activities. This may include: Promoting activities in advance to recruit the help from volunteers; Showcasing photos to invigorate company culture; and, gaining internal support by connecting the company’s mission and vision with the local impact that it is providing. Amplifying this support will help foster team camaraderie. Showcasing collaborative support internally builds an important framework for company-wide CSR provides including community initiatives.
Community integration is vital for a successful Corporate Social Responsibility program. Companies continue to search for unique ways to engage and amplify their commitment locally for purposeful causes that align with their strategic mission.
The development, implementation, and communication of these efforts is required to gain support from internal and external stakeholders. With a bigger-picture approach, corporate communications help bridge the gap to gain brand awareness, increase business traction, and contribute to an impact-oriented goal to purposefully align all stakeholders.
