3. WHY COMPANIES SHOULD
EMBRACE CSR
Employee Long Term
Engagement Thinking
Why
CSR?
Brand
Differentiatio Cost Savings
n
4. THE WAR FOR TALENT
To attract employees and talent.
Demand for the best & brightest.
Core values and “Employee value
Proposition”
Difference to society apart from
maximizing profits
Focus on overall engagement rather
than just physical involvement
6. INTERNAL MARKETING CHALLENGES
How do managers incorporate
CSR into the activity?
Identifying the needs of each
employee segment
Formulating a CSR policy to
cater to each segment
Four main challenges of using
CSR in Internal Marketing
7. LACK OF AWARENESS AND
INVOLVEMENT IN CSR
Employees not close to the
company’s CSR efforts
No idea about specific
activities
Often given back page
treatment
Notify periodically and slowly
bring them into the initiative
8. LIMITED UNDERSTANDING OF
EMPLOYEE NEEDS
Satisfying
higher order
“Psycho –
Social
Needs”….
Makes the process “Complex”…
11. Understanding of
Employee
Returns
More time to company
Motivation comes from
within
Increase in
Commitment
Quality & Productivity
12. TOP-DOWN APPROACH
Policies
designed at
CEO level
Implemented
at lower levels
Less
employee
Involvement
13. STEPS TO OPTIMIZE CSR
STRATEGIES
Co-
creating
Fulfill CSR value
employee
Use Input – needs
Output methods
Increase
Employee
Proximity
14. Bottom – Top
Approach
Awareness
programs
Involve Remuneratio
Employees n
15. Improves brand image
Attracts future talent and
employees
ITC- viewed by some as unethical
for dealing in cigarettes
CSR - cause marketing by
Classmate.
