DUBAL • Dubai’s industrial flagshipTo be among the Top 5 producersof Aluminium in the world by 2015 • One of the worlds largest modern smelters • Production capacity of 1M tonne • 2,350 MW power station • 30 million gallon per day desalination plant • More than approx. 3800 employees • More than 33 nationalities • 50% ownership of EMAL
Ice cream breakerWe will split the audience into two groups:Group A Group BPeople with more than 5 People with less than 5 yearsyears experience in their experience in their professionprofessionQuestion:What I wish I What I think I Question:knew at the beginning need to know to get tothat I know now the next level
Corporate Social Responsibility Session: Selecting stakeholders
A stakeholder:can be defined as any person, orgroup, who has an interest in theproject or could be potentiallyaffected by its delivery or outputs.
Why is stakeholder managementimportant? •Recognised as a central part of an organisation’s effectiveness. •Stakeholders play important roles as advocates, sponsors and partners •People are more willing to listen to companies with strong reputations. Where there is trust, communications are more effective.
Possible purposes (or reasons) for undertakingstakeholder engagement include: To connect other people’s energies and resources To explore issues and come up with fresh ideas To network, share ideas and best practice To assist decision-making To understand local needs and wants To encourage local buy-in & ownership in projects To achieve more sustainable results To better understand and monitor community perceptions To establish more open communication channels, gain trust or work on To break down historic barriers.
Level of Responsibilities toward stakeholders •The institution responsibility is to produce Economic goods and services that a society wants and toResponsibilities maximise profit for its owners and shareholders. • Should be operated on a profit-oriented basis, so long as is stays within the rule of the Legal game.Responsibilities •Businesses are expected to fulfil their economic goals within the legal framework • To be ethical, organization’s decision makers should act with equity, fairness, respect the Ethical rights of individuals, and provide different responsibilities treatments of individual only when differences occurs.
• Companies are expected to fulfil local and international Environment environment rules andResponsibilities regulations and should not breach those rules • It is purely voluntary and guided by an organization’s Social desire to make socialresponsibilities contributions.
Plan the Engagement Process1. Determine your engagement objectives (want & need)2. Describe each stakeholder group and any subgroup3. Whenever possible, use the language of the stakeholder group (provide interpreters if required).4. Consider getting outside help (professional facilitator)5. Allow all vulnerable groups (such employees) to speak openly, without fear. This may require holding engagement off-site.6. Be sensitive to gender issues.7. Cost and time constraints.
Step 1: Identify Stakeholders Step 4: Establish Step 2:Participation Stakeholder Mapping & level and Analysis Grouping Methods Stakeholders Step 3: Create a Relationship Model
Step 1: Identify Stakeholders• Companies CANNOT choose its stakeholders• Companies CAN identify its stakeholders based on: – Location – Nature of operations – Effect for better or worse – Direct or indirect (employees – families)
“5” Who: getting to know each Stakeholder?• Beneficiaries Who are the potential beneficiaries?• Supporters Who are the supporters• Opponents Who are your opponents• Resource providers Who can provide resources• Vulnerable groups Who are the vulnerable groups?
Step 2: Stakeholder mapping• Think of relationships in which the firm affect people or they affect the firm• Avoid engagement burnout by talking to too many stakeholders• Set priorities (the importance of the stakeholder group to operations such customers and suppliers, etc…)
Grouping StakeholdersPrimary stakeholders Secondary stakeholders• Customers • Governments• Suppliers • NGOs• Employees • Media.These stakeholder groups They are also importantcan benefit from a company’s because they can take actionsuccess and can be harmed that can damage or assist theby its mistakes. organization.
Step 3: Create a relationship model• What is the relationship among stakeholders• Who influence whom?• Who has control• over whom?
Step 4: Encourage Stakeholderparticipation• Workshops• Questionnaires• Interviews• Role plays• Brainstroming discussions• Small group discussions• Surveys
Methods for stakeholder participation Information Participation by Participation Functional Interactive Empowerment sharing consultation through Material Participation participation incentivesProvide data Learn about Probably not Part of a Present Pre-project practices, appropriate but project project and design: discuss topic could be invited evaluation have objectives, to a meeting team involvement implementatio Consult for and have his in decision n plan, best time, expenses paid Quarterly making outputs, etc… to attend meeting, evaluation. etc… Engage from the very start
1. Maintain the Dialogue & Deliver onCommitment• Engage in a spirit of respect and openness for mutual benefit• There can be a wide range of engagement approaches. There is no “one size fits all
2: what to consider when engagingwith aboriginal people?Building mutually supportive relationships with nativepeople requires:• Genuine respect for their perspective and position.• A common problem area is Aboriginal imagery (use Aboriginal images to promote or market company or product) sometimes without the consent of affected Aboriginal communities.• Out of respect for the owners of this intellectual property, companies need to consult with and obtain the permission of the owners of these images prior to using them.
3: Why it is important to engage withnon-governmental organizationsPartnerships with non-governmental organizations arebecoming a valued CSR strategy.• Engaging with – Ethical groups – Non-profitable organizations – Unions and campaign groups – Environmental or social Networks – Innovation groups• Check: www.bsr.org
Summarizing our diverse stakeholders Employees: Customers: Government bodies: Employee Customer Official meetings, engagement, Satisfaction surveys, Reporting, Rules Awareness customer portal, and regulations, campaigns, surveys, technical support, etc… etc… etc… Non-government Bus. Associates/ Community: organisations: Suppliers Investment through One-on-one Bus. development, donations, meetings, phone Supplier survey, sponsorships, calls, donations and auditing, etc… employee sponsorships, volunteers, etc… events, etc…
Conserve Involve employees and families Positive financial natural resources contribution to our society Engage Promotecommunity our values Partners DUBAL’s CSR policy – Touch points impacting StakeholdersRecyclingand waste Sports development Awareness of EHS Knowledge & Improve quality education of life for disempowered people
Quick tips• Prioritize which stakeholders to engage with in terms of their ability to impact positively or negatively on the firm.• Make sure you know in advance why and how you are going to engage with them.• Consider using professional facilitators or consultants to assist in constructing an effective engagement process.• Involve “champions”