1. Corporate Social Responsibility
Les Ratcliffe
Head of
Community Relations
Jaguar Land Rover

2. PURPOSE
1. A View on Corporate Social Responsibility
> Background – Joint approach to CSR
> External view and Definition
> Sustainability (CR) v CSR
> Business in the Community perspective
2. Brief look at CSR activities
> Community Relations
> PR and CSR

3. Who is Les Ratcliffe?
• 36 years service, started with Jaguar 1973
• Manufacturing, Pre production development
• Young People training, apprentice, graduates, students
• Open Learning, technical and systems training
• Personnel – Process Development
• Manager - Management & Professional Training
• Manager Community Relations, PR and Communications
> formulated Strategy
> joint Jaguar Land Rover Strategy
> support and advice to Corporate Responsibility/Sustainability
• Corporate Governance & Social Responsibility – Mike Wright Exec
Director Jaguar Land Rover

4. Community Relations Team - Scope
• April Wickens (full time) Nikki Armstrong (18hrs),Dolores Evans (18hrs)
• Joint Branded – Combined Budget 2010/11 - £412k
• Key Activities:
> Community Networking – Councils and Local Government,
Community Groups, Chambers of Commerce, CBI, Business
Groups, Third Sector, NGO’s, Business in the Community, Local
News Papers/Media/Business, Events.
• Five Education Business Partnership Centre’s
• Three National Schools Challenges
• Employee Volunteering CARES
• Charities

5. Community Relations Highlights
• Awards for Excellence ‘Big Tick’ Education Business Partnership
Centre’s – 2006 – CB first to open in 1999
• PM visit to Browns Lane EBPC – national recognition - 2006
• Awards for Excellence ‘Big Tick’ Jubilee Award for Volunteering - 2007
• BEN Bronze Award for Employee Giving - 2008/09 – Silver 2010/11
• CR Index Silver Award – 2009, Gold 2010
• Big Tick Environmental Award 2010
• CR Index Platinum Award - 2011
• Prince of Wales Ambassador Award - 2009
• CR Index – Community Mark (Result Nov 2010) 15 July London

6. What is Corporate Responsibility?
“Corporate Social Responsibility or CSR encompasses the
totality of a company's behaviour in society, at home and
abroad, through its direct operations and its influence on
suppliers and customers.
The impact on society is not just economic but also social
and environmental."
Mike Tuffrey, Corporate Citizenship Company

7. Government view on CSR?
“In this modern era issues of staff moral and motivation, brand loyalty
and reputational risk, and environmental sustainability – questions of
‘Corporate Social Responsibility’ – are now also widely recognised as
key drivers of competitive advantage”
“Corporate Social Responsibility is a recognition that trust is critical to
success, that reputation management is essential, that a brand must
enjoy people’s confidence and that social responsibility is not an
optional extra but a necessity”
PM – speech
Business in the Community AGM

8. JLR Definitions:
Sustainability (CR) v CSR
• Sustainability equivalent to Corporate
Responsibility; made up of 3 key areas;
Social + Environmental + Economic
• Corporate Social Responsibility
Community + Employees + Suppliers
Local H&S Human Rights
Global HR Policies

9. Economic
Social Viability
Sustainability Ethics
CORPORATE
Environmental
Legal
SOCIAL Sustainability
Compliance
RESPONSIBILITY
Workers
Philanthropy Rights
Human
Rights

10. Visibly
TATA View enriching
life
TODAY IS A GOOD DAY
to enrich life and address …
Jamshetji Tata 1887 - 1904 Sir Dorabji Tata 1904 - 1932
(mills, hotels, community) (steel, sports, education, health)
“In a free enterprise, the “The health and well being of
community is not just another our operatives are our best
stakeholder in our business, but assets.” Founded the Lady
it is in fact, the very purpose of Tata Memorial Trust
its existence.”
JRD Tata 1938 - 1991 (aviation, Ratan Tata 1991 - (cars, literacy)
atomic energy, employee “We are not doing this for
welfare) “The wealth gathered propaganda. There are
by Jamsetji Tata and his sons in companies (outside the group)
half a century is held in trust for who may do it for the sake of
the society. The cycle is thus publicity. We are doing it
complete, what came from the because we really wish to (by
people has gone back to the choice)”
people many times over.”
… making visible The House of Tata
in the community across Europe

11. Corporate Social Responsibility
Why do it?
What’s the Business Case?

12. The value of your community
• 44 per cent of the British public believe it is very important that a
company shows a high degree of social responsibility when they buy
the company's product.
• three in five people want to work for a company whose values are
consistent with their own.
• 81 per cent of young people have a strong belief in the power of
responsible business practice to improve profitability over time.
• 86 per cent of institutional investors across Europe believe that
social and environmental risk management will have a significantly
positive impact on a company's long-term market value.
MORI for BITC 2009

13. The value of your community
• growing markets for your goods and services
• great employees with the skills you need, working for you,
not just for themselves
• support services and infrastructure you need to operate,
grow and be mobile
• a place for your suppliers to operate, flourish and excel
• a fertile ground for profitable growth and investment
• a healthy, safe and vibrant place to live for you and your
family.
Business in the Community View

14. What do we get?
• increased staff morale
• greater staff retention
• improved staff skills
• heightened awareness of our business in the local
community and beyond
• positive stories for communication
• recognition of our place in society
and many more…….
Jaguar Land Rover View

15. Who do we work with?
Business in the Community mobilises business for good. We
inspire, engage, support and challenge companies to continually
improve their impact on society.

16. This is why Business in the
Community was created
1985 – UK Inner City Riots

17. Business in the Community
Framework - BITC
• Workplace
• Marketplace
• Environment
• Community

18. What happens if confidence is lost?
Toyota recalls 2.3m US vehicles!
Toyota president Toyoda 'deeply sorry' for recalls!
Toyota's reputation could be tarnished for years!
Toyota car recall may cost $2bn!

19. Case Study
• Jaguar’s long partnership with Coventry City Council provided a
positive platform out of a negative situation – Closure of Browns Lane
Plant – given the enormity of event, minimum disruption - Outcome -
still strong support from local community and City Council.
• Peugeot – 10 minutes notice of Ryton plant closure – Council
meeting not to purchase cars again, mass disruption, local anger in
the community and long term corporate poor relations.

20. Community Relations - VISION
To create and maintain excellent
Community Relations to local and regional
communities where we design and
manufacture
To enhance our reputation as a Socially
Responsible Company Nationally and
Internationally

21. Community Corporate Objectives
• National support to JLR sponsored programmes.
• Extend involvement with local community activities
• Participate in collaborative ventures
• Selectively promote community involvement
• Assist Dealers, and NSCs and involve suppliers in best practice
Community Relations
• Link to Global Corporate Responsibility CR Strategy
• Demonstrate where appropriate Community Excellence

22. Four Pillars of Community Relations
1. Community and PR – Sponsorship – Donations
2. Education and Industry
3. Company/Employee Volunteering
4. PR – Cause Related Marketing Opportunities

23. National Objective
“Engineering skills shortage is holding back the UK, says new
report” - The Royal Academy of Engineering - 2009
“To get young people engaged with engineering, you need to give
them ‘hands on’ experience of the industry. Many engineering
professionals believe that focusing on science alone can put
many students off engineering and that a more practical
approach, such as Design and Technology courses, which
present work-based scenarios, can be more beneficial“
- The Institution of Engineering and Technology – IET - 2009

24. Education Key Objective
Education has been given a high priority underpinning JLR's
support to the Campaign to Promote Engineering - CPE - which
focuses on three key areas: -
1. Education Business Partnerships Centres - EBPC at each of our
four sites in the West Midlands and Merseyside regions, linking to
local education networks. 20,000Young People Annually
2. Education Business Challenge in Schools - work related
experience targeting STEM objectives – 200 Employees Annually

25. Education Key Objective cont..
3. Local, Regional and National support to Education based
programmes e.g.
• Jaguar GT Design Challenge, Land Rover 4x4 Technology Challenge
• Jaguar Primary Schools Challenge
• Imagineering Fair and Clubs, Small Piece Trust, Formula Student etc..
• Engineering Education Scheme – EES
• Specialist Schools and Academies – Coventry, Solihull, Castle Bromwich
– local support focusing on education to schools specifically engineering.
• Higher Education – University partnerships
• The Talent Agenda – Government backed initiative

26. Tomorrow’s Engineers
Education Business
Partnership Centres
The Jaguar Cars
Maths in Motion
Challenge for Schools

27. Education – Other Examples
• Work Experience
• Sons and Daughters to Work
• Mentoring
• Education Business Forums
• National Challenges – GT Sports Car in Schools/ TrackNAV
• Imagineering
• Young Enterprise
• Engineering Education Scheme

28. PR – Cause Related Marketing Opportunities
• Corporate Charities – Red Cross – NSPCC - BEN
• Anniversaries - Range Rover 40th - Jaguar 90th
• Sustainability/Environmental Awareness – EBPC’s
• Community Vehicles – Police, Council, Air Ambulance
• Sporting opportunities – e.g. Rugby, Football
• Vehicle Launch/Marketing
• BITC opportunities – sponsorship, product placement
• VIP Scheme – Community/Business Networks
• JLR Joint Branded Opportunities – e.g. Arts & Business
Awards, Community Awards, Post/Telegraph
Awards,Corporate Charities.

29. CORPORATE SOCIAL RESPONSIBILITY - CSR
Investing in our Communities where we operate!
Jaguar Land
Rover Achieves
Big Tick for
Environmental
Innovation!
Jaguar Land Rover
Achieves GOLD!
CORPORATE
Jaguar Land Rover – First CHARITIES Looking after our People!
Automotive Company to SUPPORT Castle Bromwich Payroll Giving
SILVER AWARD
Achieve CommunityMark!
“Our annual contribution to Education
related programmes in kind is over £350,000” Helping to raise over £1Million per year!

30. Employee Volunteering
Jaguar Land Rover
Volunteering Programme
- CARES -
In Teams Down Days
16 Hours Policy
15,000 Volunteering Days 2010

31. The Framework for Community Relations Strategy
JLR – CSR Strategy
(Under development)
Community Relations
Strategy 2010
Community/PR Company/Employee
Education & Industry
Sponsorship/Donations Volunteering/Engagement
• Charities Committees • Education Business Partnership Centres • Site Committees/ Plans
• Sponsorship • National Challenges – GT, 4x4 in Schools • BITC CARES Programme
• Corporate Sponsorship • Engineering Education Scheme • Partners in Leadership
• Sponsored Charities • Imagineering, Green Power • Induction Programmes
e.g.BEN,NSPCC, Red Cross • National / Regional Education Opportunities • Apprentice CSR Challenge
• Cause Related Activities • Campaign to Promote Engineering CPE • Graduate CSR Challenge
• School Business Challenges
• Community Relations 16hrs Policy • Management Development
• European/ Government Funding • Leadership Development
• Corporate investment • Training and Team Development
Key Messages • Leadership Representation e.g. Forums, Governors • Membership of external
organisations

32. Finally, how do you communicate
CSR?
"There seems to be an assumption that communicating CSR is somehow
different from communicating any other business issue - it isn't, CSR
communications need to be as professional as any other type of
corporate communication - using the right channels to reach target
audiences".
CSR Executive Survey
The Institute of Public Relations - 2009

33. KEY MESSAGES
• Board and leadership level are committed to
engaging with the Community
• We are trusted by the Community
• We are socially responsible and perceived to be
by the Community
• Employees are proud of the Companies’
commitment to the community

34. KEY MESSAGES cont.
• Employees are respected by the Community
• We are sensitive to socio - economic and
environmental problems
• We are sensitive to diversity in the community
• We are Corporately accountable
• Keep the “cup of goodwill” topped up!

35. Questions?

36. Corporate Social Responsibility
Les Ratcliffe
Head of
Community Relations
Jaguar Land Rover

37. COMMUNITY RELATIONS
Castle Bromwich

38. Education Business Partnership Centre
One stop shop for delivering modules of work linking schools to
Jaguar business needs capable of 8,000 students 500 Teachers a
year linked to the national curriculum, modules include:
> Business Studies (Jaguar the Business)
> Environment
> Manufacturing
> Information Technology
> Robotics
> Jobs at Jaguar
> Work experience
> Science at Work
> Day to Day Champion

39. COMMUNITY INVOLVEMENT
Business in the Community ‘Seeing is Believing’ programme
identified three projects resulting in Employee team events:
• Castle Vale Secondary School
Reading Partners, Job Fair, Mentoring, Jaguar EBPC visits –
Manager as Mentor
• Q3 Academy North Birmingham - School Visits, Work
Inspiration, Business Class
• Castle Vale HAT – Community Centre - NEETS Support
Employee Engagement Volunteering

40. EMPLOYEE INVOLVEMENT
• Support to Education Business Partnership Centre:
> Module development
> Shop Floor Visits
> Employee talks with students
• Work Experience
• School Visits
• Community Team Challenges
• Support to the ‘Campaign to Promote Engineering’
• Group and individual presentations

41. Questions?

42. Corporate Social Responsibility
Les Ratcliffe
Head of
Community Relations
Jaguar Land Rover