Ebbf dtruran imsd csr in sme - part 3 of 3

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In this third and last part of the course :
- we add a couple more ideas on how to apply CSR in SMEs
- reporting, yes / no, how?
- how to connect - personal - actions with the company’s purpose?
- what is my personal role of influence in the workplace and in society?
- what is the right structure and right environment to allow CSR to thrive in an SME?
- how can we best communicate internally and externally CSR in an SME?

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Ebbf dtruran imsd csr in sme - part 3 of 3

  1. 1. www.eoi.es CSR in SMEs - part 3 IMSD / CSR in SMEs PROFESSOR daniel truran - @dtruran - daniel.truran@ebbf.org
  2. 2. ebbf.org / Daniel Truran www.eoi.es Identify an SME that has applied CSR (world coverage) ! describe the driver that pushed that company to CSR ! identify stakeholders it positively influenced ! describe success it brought about ! 2 A4 pages maximum - 3 min presentation - website links ! email to : daniel.truran@ebbf.org IMSD / CSR in SMEs Your assignment have you all emailed me your assignment and the link to your blog post? how many presenters today?
  3. 3. ebbf.org / Daniel Truran www.eoi.es In the last class we ... saw the importance of starting any CSR effort with your employees ! the key to aligning - making - AND - delivering - the promise 
 at all stakeholder levels: creating purpose and finding shared values ! the POWER of values (shared values) in creating desired behaviours Warby Parker (internally and for investors), Lush (giving it all for the company), Altran (saving lives) ! other new ways of implementing CSR in SMEs in the social, economic and environmental areas = people, planet, profit:
 softonics - best small company to work for - video ! who is and what are the characteristics of your ideal, values-based leader? ! new female leadership IMSD / CSR in SMEs
  4. 4. ebbf.org / Daniel Truran www.eoi.es Today ... couple more ideas to apply CSR in SMEs ! reporting, yes / no, how? ! connecting - personal - actions with the company’s purpose ! right structure and right environment to allow CSR to thrive in an SME ! communicating internally and externally CSR in an SME IMSD / CSR in SMEs
  5. 5. ebbf.org / Daniel Truran www.eoi.es Innovative ways of living CSR in SMEs
  6. 6. ebbf.org / Daniel Truran www.eoi.es Flexi-time
 http://lava.nl/new/english/ (Only to senior positions who are mature about using their 5th day) Four Day Working Week
 
 Meet Paul Hughes Partner at Lava Design Winner of the “European Design Agency of the Year Award”
  7. 7. ebbf.org / Daniel Truran www.eoi.es Today ... couple more ideas to apply CSR in SMEs ! reporting, yes / no, how? ! connecting - personal - actions with the company’s purpose ! right structure and right environment to allow CSR to thrive in an SME ! communicating internally and externally CSR in an SME IMSD / CSR in SMEs
  8. 8. ebbf.org / Daniel Truran www.eoi.es Formal or informal? Should I produce a Report? It depends ! What is my objective? ! Become a love brand? IMSD / CSR in SMEs informing specific stakeholders including customers about what is important to them, value of informing ! Impress big companies? ! What about internal monitoring of progress? do you remember some benefits from Walmart example?
  9. 9. ebbf.org / Daniel Truran www.eoi.es Why Report and Measure? IMSD / CSR in SMEs
  10. 10. ebbf.org / Daniel Truran www.eoi.es The importance of measuring ! ! IMSD / CSR in SMEs
  11. 11. ebbf.org / Daniel Truran www.eoi.es Formal or informal? Should I produce a Report? Stimulates Action ! Shows Progress ! Highlights what is not working ! Clear message to your stakeholders that you do care IMSD / CSR in SMEs
  12. 12. ebbf.org / Daniel Truran www.eoi.es Different kinds of reports ! Driven by my multinational client Can I influence it? Client would gain by your insights but is often restricted by their own reporting guidelines/restrictions ! GRI for SME
 https://www.globalreporting.org/resourcelibrary/Small-Smart-Sustainable.pdf ! CSR EUROPE SME key 
 http://www.greenbiz.com/sites/default/files/document/CustomO16C45F45079.pdf ! Company's own report about internal monitoring of progress?
 http://ebbfnews.wordpress.com/2014/04/05/wesley-gee-produces-a-starters-guide-for-sustainability-reporting/ ! IMSD / CSR in SMEs
  13. 13. ebbf.org / Daniel Truran www.eoi.es How can we report CSR in SME’s ?
  14. 14. Define Goals Define goals you want to reach and then create KPIs for them: Raw Numbers Progress Change number of complaints what percent complete directional measure increase of 10% over last year
  15. 15. Define Goals Define goals you want to reach and then create KPIs for them: Raw Numbers Progress Change
  16. 16. Raw Numbers Progress Change
  17. 17. Raw Numbers Progress Change
  18. 18. Raw Numbers Progress Change
  19. 19. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEshttp://www.sapsustainabilityreport.com/performance/overview-performance
  20. 20. http://www.sapsustainabilityreport.com/performance/overview-performance
  21. 21. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs Infographics !
  22. 22. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs The key questions to answer are what do you want to communicate, ! what do your stakeholders want to know? ! how can you create “love” ?
  23. 23. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs
  24. 24. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs https://www.youtube.com/watch?v=EdeVaT-zZt4
  25. 25. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs The key questions to answer are what do you want to communicate, ! what do your stakeholders want to know? ! how can you create “love” ?
  26. 26. ebbf.org / Daniel Truran www.eoi.es Today ... couple more ideas to apply CSR in SMEs ! reporting, yes / no, how? ! connecting - personal - actions with the company’s purpose ! right structure and right environment to allow CSR to thrive in an SME ! communicating internally and externally CSR in an SME IMSD / CSR in SMEs
  27. 27. ebbf.org / Daniel Truran www.eoi.es What is the purpose of work ? of MY work ?
  28. 28. ebbf.org / Daniel Truran www.eoi.es but how can I act on a purpose, specially if it is an ambitious purpose?
  29. 29. ebbf.org / Daniel Truran www.eoi.es ebbf’s vision statement we contribute to a prosperous, sustainable and just civilization by promoting and applying ethical values, personal virtues and moral leadership in business and civil society.   How on earth do I align THAT kind of purpose to my daily working life?
  30. 30. I’m not building only. I’m building a new civilization. Mary, 35. Architect. She choosed to use eco-materials only. 22 Steve Hall
  31. 31. I’m not baking only. I’m building a new civilization. Paul, 42. Baker. He buys raw materials from Fair Trade only. 23
  32. 32. I’m not just selling drugs. I’m building a new civilization. Ann, 30. Pharmacist. She educates her clients about natural healthcare. 24
  33. 33. July August ’09
 I’m not teaching maths only. I’m building a new civilization. Jennifer, 45. Professor. She started conversations with her students about etichs in science. 25
  34. 34. ebbf.org / Daniel Truran www.eoi.es Personal Purpose Company Purpose The power of aligning personal 
 with company purpose IMSD / CSR in SMEs
  35. 35. http://www.youtube.com/user/BarrettValuesCentre#p/u/25/cnwKEkWYug0
  36. 36. ebbf.org / Daniel Truran www.eoi.es Do you bring - yourself - to work? Mobile phone at home or at work to become more successful ! creating more successful organizations know your values to become stronger more aligned and coherent instead of work life balance enjoy a life balance
  37. 37. Rüdiger Fox ... a “few” years ago in 2001
  38. 38. ebbf.org / Daniel Truran www.eoi.es Easy to remain faithful one’s values? Easier to stick to your principles by Strengthening Your Sphere fast growth competitive rivalry stock-market expectations peer-group thinking Does this environment fit you? You have a choice &
 Your people have a choice
  39. 39. ebbf.org / Daniel Truran www.eoi.es Passive - be influenced by others or active - influencing others? fast growth competitive rivalry stock-market expectations peer-group thinking
  40. 40. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs
  41. 41. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs what verbs (actions) come to mind ! to allow this “inspired by” status to happen in your company?
  42. 42. ebbf.org / Daniel Truran www.eoi.es Ask about your people’s values and purpose ! why do you come to work on Monday? what would your ideal reason to come to work on Monday be? IMSD / CSR in SMEs Measure ! include in the appraisal, in the bonus scheme Identify positive and negative behaviours 
 together with your team verbalize what behaviours should occur and which ones should never occur
  43. 43. ebbf.org / Daniel Truran www.eoi.es "my first and current job is to create contracts with hotels, restaurants and all stakeholders present in the tourism sector. From my first day at work I always tried to be honest and transparent with my suppliers whilst of course always trying to achieve the financial goals of my company. Even though combining the two was sometimes a challenge, in the end I was rewarded in both areas! ! This happened not so long ago when the manager of a large Italian hotel chain decided to confirm a big contract with us, taking away share from our competitors, he justified his decision by saying: “Just” live your values and who you are Giada Dall’O “in times of economic crisis such as the ones we are living now, knowing that you can trust the people that you work with is fundamental”
  44. 44. ebbf.org / Daniel Truran www.eoi.es “Just” live your values and focus mainly on your - area of control - Stephen Covey’s circles of influence
  45. 45. ebbf.org / Daniel Truran www.eoi.es Today ... couple more ideas to apply CSR in SMEs ! reporting, yes / no, how? ! connecting - personal - actions with the company’s purpose ! right structure and right environment to allow CSR to thrive in an SME ! communicating internally and externally CSR in an SME IMSD / CSR in SMEs
  46. 46. ebbf.org / Daniel Truran www.eoi.es What is the ideal organizational structure that allows CSR in SMEs to emerge and create success? from Larry Miller’s video: ! 1. lead by example, 
 2. create environment that allows CSR and values to be expressed IMSD / CSR in SMEs https://www.youtube.com/watch?v=m8cMPP6HdEs
  47. 47. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs Denise Sharing LEadership at Lush top management is called Support Services
  48. 48. ebbf.org / Daniel Truran www.eoi.es Responsible company structure: flat, autonomous, trust, culture IMSD / CSR in SMEs
  49. 49. ebbf.org / Daniel Truran www.eoi.es Structure Flow of Communication From Uni-Minded To Pluri-Minded Beppe Robiati CEO Scac IMSD / CSR in SMEs head A B C headA B C
  50. 50. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs e.g. cement innovation on motorway building in mobile places results of open communication is flow of new ideas and innovation good for motivation good for company
  51. 51. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs then moved into wind turbines
  52. 52. ebbf.org / Daniel Truran www.eoi.es How do you share 
 and allow info to flow in an SME? IMSD / CSR in SMEs headA B C
  53. 53. ebbf.org / Daniel Truran www.eoi.es Microblogging & Flow of Internal Comms
  54. 54. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs Pluri-Minded headA B C motivates creates trust creates wish to impact Open Flow of Information that creates transparency
  55. 55. ebbf.org / Daniel Truran www.eoi.es Today ... couple more ideas to apply CSR in SMEs ! reporting, yes / no, how? ! connecting - personal - actions with the company’s purpose ! right structure and right environment to allow CSR to thrive in an SME ! who is and what are the characteristics of your ideal, values-based leader? ! new female leadership IMSD / CSR in SMEs
  56. 56. ebbf.org / Daniel Truran www.eoi.es what work environment improvements could you make? why would you want to improve your own physical environment in your SME? IMSD / CSR in SMEs
  57. 57. ebbf.org / Daniel Truran www.eoi.es also the right - physical - environment
  58. 58. ebbf.org / Daniel Truran www.eoi.es IMSD / CSR in SMEs
  59. 59. ebbf.org / Daniel Truran www.eoi.es allow people to create their own priorities and message IMSD / CSR in SMEs
  60. 60. ebbf.org / Daniel Truran www.eoi.es Clear Internal and External Communication 
 Making te Promise how can you clearly and emphatically communicate “your values” ? ! how can you convey internally and externally what your company stands for? IMSD / CSR in SMEs
  61. 61. ebbf.org / Daniel Truran www.eoi.es Proposal for a code of ethics Paolo Russo
  62. 62. ebbf.org / Daniel Truran www.eoi.es COMPANY MANIFESTO ! is another way to state what the company and people working there stand for
  63. 63. ebbf.org / Daniel Truran www.eoi.es Company “manifesto”: we believe...
  64. 64. ebbf.org / Daniel Truran www.eoi.es creating emotional engagement around a purpose
  65. 65. ebbf.org / Daniel Truran www.eoi.es great “mission statements” - worth selling http://shop.holstee.com/pages/about#the-holstee-manifesto
  66. 66. ebbf.org / Daniel Truran www.eoi.es “Another kind” of Manifesto The Generation M Manifesto Umair Haque (Harvard Business Review) Ethical production. Innovation turns a blind eye to ethics — or, worse, actively denies ethics. That's a natural result of putting entrepreneurship above all. Buy low, sell high, create value. That's so 20th century. Awesome stuff is produced ethically — in fact, without an ethical component, awesomeness isn't possible. Starbucks is shifting to Fair Trade coffee beans, for example. Why? Starbucks isn't just trying to innovate yet another flavour of sugar-water: it's trying to gain awesomeness. Love. You know what's funny about walking into an Apple Store? The people working there care. They don't just "work at the Apple store" — they love Apple. Contrast that with the alienating, soul-crushing experience of trying to buy something at Best Buy — where salespeople attack you out of greed http://blogs.hbr.org/haque/2009/07/today_in_capitalism_20_1.html
  67. 67. Concept of - Campaigns - time definite
  68. 68. ebbf.org / Daniel Truran www.eoi.es “old and new” 
 in communicating values and purposes
  69. 69. ebbf.org / Daniel Truran www.eoi.eshttps://www.youtube.com/watch?feature=player_embedded&v=qGJSI48gkFc
  70. 70. ebbf.org / Daniel Truran www.eoi.eshttps://www.youtube.com/watch?feature=player_embedded&v=jAN61QK0aUI
  71. 71. ! ! Will there be coherence or is it “just” a marketing exercise? Personal Values Company Values Society Values Company Marketing
  72. 72. ebbf.org / Daniel Truran www.eoi.es NOW, YOUR CSR in SMEs presentations
  73. 73. ebbf.org / Daniel Truran www.eoi.es CSR in SMEs: It all boils down 
 PURPOSE SHARED VALUES VALUES-BASED LEADERS STRUCTURE that allows this to happen Making the Promise Delivering the PromiseOVER-Delivering the Promise
  74. 74. ebbf.org / Daniel Truran www.eoi.es keep looking for your “north star”
  75. 75. ebbf.org / Daniel Truran www.eoi.es EXTRA “BONUS” CONTENT
  76. 76. ebbf.org / Daniel Truran www.eoi.es Proposal for a code of ethics Paolo Russo
  77. 77. ebbf.org / Daniel Truran www.eoi.es Strengthening through code of ethics “Our Code of Ethics aims to be a set of principles that remarks both the identity of the organization and the values that inspire the day by day activities of the whole group. ! This code aims to be a promise of integrity for all the stakeholders that will interact with our company, demonstrating an extraordinary commitment to work along a profound sense of ethical business practices.”
  78. 78. ebbf.org / Daniel Truran www.eoi.es Benefits of code of ethics “- to define accepted/acceptable behaviors;   ! - to promote high standards of practice; 
 - to provide a benchmark for the other members of our network ! - to empower people and stimulate their motivation ! - to establish a framework for professional behavior and responsibilities; ! - to increase the awareness of each employees by involving them into the process; ! - This code will represent an additional advantage towards our competitors considering that intangible capital and reputation are the main assets of a consultancy/advisory firm firm.”
  79. 79. ebbf.org / Daniel Truran www.eoi.es Steps towards a code of ethics “1. Understand the purpose
 The main question is: what is our purpose/objective by creating this code? ! 2. Review your identity Spend time to understand your identity and your mission as organization. The code of ethics comes from a deep comprehension of the role of the company into the business community.
 3. Find out what bothers people
 Copying a code from another organization will not suffice. 
 It is important to find out on what topics employees require guidance, to be clear what issues are of concern to stakeholders and what issues are material to your business activities, locations and sector. MAKE A QUESTIONNAIRE TO YOUR EMPLOYEES and learn which kind of organization they would like to work for. ! 4. Collect the inputs and put into the framework After the questionnaire and perhaps after discussions with the employees, it will be the time to insert all the relevant information into the framework that you have already prepared. A good way is to match the view of the top managers of the firm with the needs and ideas coming from the other employees. ! 5. Review
 Plan a process of regular reviews that will take account of changing business environments, strategy, stakeholder concerns and social expectations, new standards, and strengths and weakness in your ethical performance.”
  80. 80. ebbf.org / Daniel Truran www.eoi.es Flow towards a code of ethics Collect the ideas Stake holders input and proposals. (Questionnaire) Put the ideas into the framework Values, hopes, ambitions and objectives of the leadership board Results coming from the questionnaire to the employees Define the Code of Ethics
  81. 81. ebbf.org / Daniel Truran www.eoi.es Values’ Inspiration Wall Work – Life balance Social responsibility in business ! ! Partnership of women and Value based leadership men in all fields of work ! ! ! Sustainable development Meritocracy & Integrity ! ! ! Integrity and commitment Opportunity & Training ! ! ! Positive consultation Client oriented
  82. 82. ebbf.org / Daniel Truran www.eoi.es Positive Examples let’s be as good or as better than the “big” ones

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