Csr change series 1

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CSR initiatives: developing a network of internal CSR champions. Tips from a change management perspective

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Csr change series 1

  1. 1. Change Leadership & Innovation CSR Change Tips - 1: Developing a network of CSR champions www.appetiteforchange.net/en
  2. 2. Human Risks in CSR Initiatives Signs       Demotivation Insecurity Rejection, resistance Delays in implementation Misunderstandings People going from enthusiasm to disappointment and frustrations  … Possible causes  CSR benefits not well understood  CSR objectives and vision insufficiently shared  Weak sponsorship  Poor communications  New necessary skills not acquired  Stakeholders not involved enough in designing CSR policies  … Leading change in CSR initiatives: generating buy-in, managing people risks www.appetiteforchange.net/en
  3. 3. www.appetiteforchange.net/en
  4. 4. The CSR champions will contribute to lead the CSR change in the organization: 1 Establishing the sense of urgency 2 Creating a guiding coalition 3 Communicating the CSR vision 4 Empower CSR actions 5 Generate ealry CSR successes 6 Demultiply and anchor CSR in the organization www.appetiteforchange.net/en
  5. 5. The CSR champions are ambassadors of the change that the CSR leader(s) wish(es) to implement CSR leader CSR leader Project Team Site/dept Site/dept Site/dept Site/dept Stakeholders Site/dept Site/dept Site/dept Site/dept Site/dept Site/dept CSR champions • They form a team, share a vision, objectives and practices • They reinforce the link between the CSR leaders and the rest of the organization • They boost and facilitate the CSR initiative in their respective areas www.appetiteforchange.net/en
  6. 6. For example, a CSR champion in a banking group, covering a regional area, can:  Share with the local staff the reasons and content of the CSR initiative in a much more interactive and personal way than through corporate communications (both ways of communication complete each other well)  Motivate and help colleagues to identify CSR actions particularly relevant locally and share this experience within the CSR champions network    Train (or contribute to train) the local staff in CSR practices Challenge people in acting CSR …. www.appetiteforchange.net/en
  7. 7. www.appetiteforchange.net/en
  8. 8. First Steps to Set Up the Network 1. Define role, profile and means: o Ideally agree with line managers on a x% of time for the CSR champion to spend on her/his CSR tasks (assuming the person has a non CSR-related full-time role) o Prepare a pitch to sell the CSR champion 2. Appoint champions: o Start small: with a 20 champions max team o Voluntary basis preferred 3. Train the champions: o Teambuilding o Assess CSR skills o Train in CSR and change management 4. Empower champions: o Involve them in the development of company specific CSR tools o Define and share together a CSR vision, an image of success o Assign responsibilities and freedom, opportunities of action www.appetiteforchange.net/en
  9. 9. Let’s discuss the change management challenges in your CSR initiative What organizational and behavioural changes will occur through the CSR policies ? Who are the stakeholders, groups impacted by the CSR policies? On a scale of 1 to 10 , how would you assess: -The CSR project/initiative benefits? -The attractiveness (of the initiative) for the key stakeholders ? -The forces of resistance to change? christophe@appetiteforchange.net www.appetiteforchange.net/en
  10. 10. Let’s discuss the change management challenges in your CSR initiative What organizational and behavioural changes will occur through the CSR policies ? Who are the stakeholders, groups impacted by the CSR policies? On a scale of 1 to 10 , how would you assess: -The CSR project/initiative benefits? -The attractiveness (of the initiative) for the key stakeholders ? -The forces of resistance to change? christophe@appetiteforchange.net www.appetiteforchange.net/en

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