February 2011CSR INSIGHTS                                                                presented byIt’s Time to Spread t...
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CSR Insight - February 2011 - Internal Communication

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They say it’s hard to keep a good thing a secret and your corporate social responsibility program should be no different. If you struggle with communicating your CSR initiatives to your employees, then you may be cutting your program and business goals short.

Therefore, we (at YourCause) wish to share insight to improve internal communication, whether it’s within our CSRconnect platform or any other for that matter. Why? Because we believe if you’re doing good, the good should continue to thrive. So, we invite you to read about Dell Inc., which proves to be a successful case study of internal communication. With more than 183,816 hours logged through their Make a Difference volunteer community, we think it’s a secret worth sharing.

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CSR Insight - February 2011 - Internal Communication

  1. 1. February 2011CSR INSIGHTS presented byIt’s Time to Spread the Good NewsThey say it’s hard to keep a good thing a secret and your corporate social responsibility programshould be no different. If you struggle with communicating your CSR initiatives to youremployees, then you may be cutting your program and business goals short.Therefore, we (at YourCause) wish to share insight to improve internal communication, whetherit’s within our CSRconnect platform or any other for that matter. Why? Because we believe ifyou’re doing good, the good should continue to thrive. So, we invite you to read about Dell Inc.,which proves to be a successful case study of internal communication. With more than 183,816hours logged through their Make a Difference volunteer community, we think it’s a secret worthsharing. YourCause Consults Jennifer Friday Jones Interviewee: Jennifer Friday Jones, Dell Inc Corporate Responsibility Program Manager The chart demonstrates the rise of NEW users in the MAD community— resulting from organized programs executed by the Dell Make a Difference team. Large spikes in new users can be observed in the last 6 months. Topic: Internal Communications 1 Start with a plan. 3 Take a look from an employee’s perspective. Internal communication relies heavily on team commitment and creating a plan. For the Dell “The single most important thing to remember is to put yourself in an employee‟s place,” „Make a Difference‟ community, a key team member from Dell assesses their audience and Jones said. determines how to answer these four main questions: Ask questions like ‘what would make ME get involved?’ and „What would motivate ME to log 1. What do you want people to do? hours?’ Answering those questions honestly could help you find the best methods for 2. How do you want people to feel? employee engagement, such as reward programs or recognition titles. 3. What do you want people to know and/or better understand? 4. What do you want people to believe? What you want to avoid is asking your employees at large what THEY want. Surveying your employees will always lead to some negativity because, as the saying goes, you can‟t satisfy Next, the Dell team creates annual and monthly communication strategies that involve every everyone. In addition, opening up the decision making process to all employees can bring an department and avenue to achieve their overall goals - from the marketing team to human entire effort to a grinding halt, trying to satisfy the endless „wants‟ and opinions. resource department (domestically and abroad). “It‟s our team‟s role to be the thought leaders,” Jones said. “Employees rely on our insights to deliver the best possible solutions for the company. But we are only able to gain the trust and 2 Communicate – often and in different ways. willingness from our employees if we can demonstrate that we are able to place ourselves in their shoes.” Dell utilizes all forms of internal communication available. These include corporate blogs, business unit blogs, employee emails, internal Chatter, staff meetings, VP director meetings and more. They even hold weekly „Make a Difference‟ (MAD) training sessions that About YourCause, LLC guide as many as 200 employees to learn the platform within an hour. YourCause, LLC provides corporations of all sizes with the The fact that the Make a Difference system translates into five languages enhances their global CSRconnect Employee Engagement Platform. CSRconnect is a employee engagement programs. In addition, the components within the MAD system (group fully-hosted, managed and highly customizable community tool messaging, event messaging and wide-spread community messaging) make it super easy for that centralizes employee engagement in Corporate Social employees to stay engaged. “In fact, Dell gets the most hits when they use the tool itself,” Responsibility (CSR) Programs including: volunteerism, according to Jennifer Friday Jones, Dell Giving and Sustainability Employee Engagement fundraising, grants, disasters and more. Manager.
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