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ROGERS COMMUNICATIONS INC.
CORPORATE SOCIAL RESPONSIBILITY
REPORT 2011




                                  CONNECTIONS
                                    COME ALIVE
                                      WITH CSR
HEADQUARTERED IN TORONTO, ROGERS IS A
DIVERSIFIED CANADIAN COMMUNICATIONS AND
MEDIA COMPANY WITH OUR OPERATIONS AND
SALES SUBSTANTIALLY IN CANADA.

                                                      ROGERS COMMUNICATIONS
                                             WE ARE ENGAGED IN THREE PRIMARY LINES OF BUSINESS:




ROGERS WIRELESS                                     ROGERS CABLE                              ROGERS MEDIA
Rogers Wireless is Canada’s largest                 Rogers Cable is a leading Canadian        Rogers Media is engaged in radio and
wireless voice and data communications              cable services provider, offering cable   television broadcasting; digital media;
services provider, with approximately               television, high-speed Internet access    televised shopping; consumer, trade
9 million customers under the Rogers                and telephony services for residential    and professional publications; and
Wireless, Fido and chatr brands.                    and business customers.                   sports entertainment.




Rogers is publicly traded on the Toronto Stock Exchange (TSX: RCI)                            CONTENTS
and on the New York Stock Exchange (NYSE: RCI).
                                                                                              OVERVIEW	                                  4
Our Business Objective
                                                                                              CSR AT ROGERS	                            10
To maximize subscribers, revenue, operating profit and return
on invested capital by enhancing our position as one of Canada’s
                                                                                              PRODUCT STEWARDSHIP	                      18
leading diversified communications and media companies.
                                                                                              EMPLOYEE ENGAGEMENT	                      26
Our Business Strategy
To be the leading and preferred provider of innovative                                        COMMUNITY	                                36
communications, entertainment and information services
to Canadians. How? By leveraging our advanced networks,                                       ENVIRONMENT	                              44
infrastructure, sales channels, brands and marketing resources
                                                                                              SUPPLY CHAIN	                             62
across the Rogers group of companies to create value for our
customers and shareholders.                                                                   IN DEPTH	                                 66

                                                                                              WHAT’S NEXT?	                             82

                                                                                              CONTACT US	                               83




2   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
ABOUT
THIS REPORT

Each year, Rogers produces a corporate social responsibility (CSR)
report, and together with our Annual Report to Shareholders,
Management Proxy Circular and corporate website, these
represent our total reporting on Rogers’ CSR activities.


Report Profile                                                    Report Quality
Published in October 2012, this report communicates our social,   For this report, subject matter experts across the company
environmental and economic impacts and performance in             were responsible for compiling and providing information
Canada for the 2011 calendar year. Content is focused on areas    and verifying its accuracy and reliability. Members of Rogers’
we believe are most material and relevant to our stakeholders.    management team, including the CSR Governance Committee,
                                                                  reviewed and approved content. This report was not externally
To minimize our environmental footprint, we use an
                                                                  audited.
online reporting format:
                                                                  For our key performance indicators, we have provided three
•	 nline report: Highlights of the 2011 CSR
  O
                                                                  consecutive years of data, where possible. There are no
  report are available online in HTML format.
                                                                  significant changes from our 2010 report, which was released
•	 ull report: Our full report is available
  F                                                               in October 2011; any restatements of data compared to prior
  as a downloadable PDF only.                                     years are noted in the section where they appear.

•	 ast reports: These are available as
  P                                                               We asked Canadian Business for Social Responsibility to
  downloadable PDFs in the report archive.                        review our 2010 CSR report and tell us ways to build upon
                                                                  our reporting. Their feedback helped inform the development
                                                                  of this report.

                                                                  External Standards
                                                                  As a framework for preparing this report, we have followed
                                                                  the Global Reporting Initiative (GRI) G3 Guidelines, at a self-
                                                                  checked application level of C. These standards are outlined
                                                                  in our GRI Index.

                                                                  Feedback
                                                                  We encourage your ideas and comments to help us improve
                                                                  our reporting.

                                                                  Email us at csr@rci.rogers.com




                                                                                             CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   3
OVERVIEW


 OVERVIEW                                                                   CSR AT ROGERS

                                                                            PRODUCT STEWARDSHIP

“ trong citizenship enhances Rogers’ corporate value, and is integral to
 S                                                                          EMPLOYEE ENGAGEMENT

 our business strategy to be Canada’s leading provider of diversified       COMMUNITY
 communications, entertainment and information services.”
                                                                            ENVIRONMENT

 Nadir Mohamed, FCA                                                         SUPPLY CHAIN
 President and Chief Executive Officer
 Rogers Communications Inc.                                                 IN DEPTH
OVERVIEW




A MESSAGE FROM
NADIR MOHAMED
                                                         THIS REPORT IS FULL OF EXAMPLES
                                                         OF THE ACTIONS WE TOOK IN 2011
                                                         TO BE A BETTER COMPANY FOR
                                                         OUR STAKEHOLDERS.


Our long-standing commitment to corporate social                      What's so terrific about this social era is that if something goes
responsibility (CSR) doesn’t take a back seat to financial            wrong, we'll know about it within minutes. If stakeholders tell
results. In fact, it’s becoming ever more important to our            us we're off track, we can quickly shift course. Rogers has to be
growth, competitive advantage and connections with                    more adaptive than ever before in today's fast-paced world of
stakeholders.                                                         technological change, otherwise we risk irrelevance.

Rogers has been reporting on our CSR for several years now.
                                                                      Delivering results in 2011
We have worked to continuously improve our reporting to
                                                                      This report is full of examples of the actions we took in 2011
give stakeholders information and proof that we’re creating a
                                                                      to be a better company for our stakeholders. I know our
sustainable business and contributing to a better world.
                                                                      efforts are having a positive impact. Let me point out a
With the release of this report, we’ve taken another significant      few achievements.
stride forward – giving enhanced insights into our performance,
                                                                      Rogers has a proud history of being first to deliver innovation
challenges and the ways we’ve entrenched the tenets of CSR
                                                                      and game-changing products to Canadians. Following a
throughout Rogers.
                                                                      successful technical trial in 2010, last year we launched our
                                                                      Long Term Evolution (LTE) wireless network. The gold standard
Connections come alive with CSR
                                                                      in next generation wireless technology, LTE enables more
As a leading communications company, we ourselves need to
                                                                      efficient use of spectrum and lightening-fast experiences
exemplify the essence of openness and connectivity. That's why
                                                                      through the mobile Internet, with virtually no delays or
we strive to forge close relationships with our stakeholders and
                                                                      buffering. For Rogers customers, it truly opens up life in the
use many forms of two-way communication to do that, which
                                                                      digital fast lane, significantly enhancing accessibility, reliability
are discussed in this report.
                                                                      and quality – key reasons why customers say they choose us.
In my view, connections with our stakeholders come alive with
                                                                      We continued to proactively manage the environmental aspects
CSR – becoming deeper, more meaningful and multi-layered.
                                                                      of our business. Despite the tremendous growth in our business
I want honest opinions about our products and our efforts to
                                                                      operations, we reduced our operational footprint in many areas.
address stakeholders’ top-of-mind issues, like service reliability,
                                                                      I am pleased to report, for instance, a 19% drop in our internal
transparency and what Rogers is doing to enrich communities
                                                                      paper consumption last year, and more than a third of our overall
and the environment. I want to hear about our shortcomings as
                                                                      customer base (35%) used e-billing, a giant leap from 25% in
much as our successes. An open-door approach enables us to
                                                                      2010. We added muscle to our Environmental Management
have constructive dialogue that benefits all.




                                                                                                   CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   5
OVERVIEW




  A MESSAGE FROM
  NADIR HOHAMED CONTINUED




                                                                      What’s next
“	 ATE IN 2011, WE PROUDLY INTRODUCED THE
 L                                                                    As we continue to develop our CSR approach and initiatives,
 ROGERS YOUTH FUND, A CORPORATE INITIATIVE                            there’s no question that Rogers faces some tough challenges
 FOCUSED ON EMPOWERING AT-RISK CANADIAN                               ahead. Our industry will change much more profoundly in the
 YOUTH THROUGH EDUCATION.”                                            future than it has in the past. The lines between wireline and
                                                                      wireless are blurring, competition from new and traditional
                                                                      players is increasing, customer needs are changing and there is
  System with improvements to procedures, training and data           intense competition for workforce talent.
  collection. And we increased our efforts to drive sustainability
                                                                      We’re evolving our business in response and our CSR priorities –
  in our supply chain, by sharpening our criteria and due diligence
                                                                      from engaging employees to developing responsible products,
  process to ensure we use suppliers who demonstrate socially
                                                                      investing in communities and tackling climate change – remain
  and environmentally responsible practices.
                                                                      intact. Our history shows the depth of our CSR commitment.
  Every day, we work hard to create a workplace that people want      Strong corporate citizenship enhances Rogers’ corporate value,
  to join, and where they are inspired to stay. Over the past year    and is integral to our business strategy to be Canada’s leading
  our investment in employee training and career development          provider of diversified communications, entertainment and
  swelled to nearly $50 million, up from $42.7 in 2010. We moved      information services.
  forward with a number of initiatives to recognize our employees
  who best exemplify our values through our enhanced Rogers
  Corporate Recognition Program. Our progressive workplace
  practices were recognized last year, with Rogers named among
  the 50 most engaged workplaces and one of Canada’s top
  employees for young people.

  Late in 2011, we proudly introduced the Rogers Youth Fund,               NADIR MOHAMED
  a corporate initiative focused on empowering at-risk Canadian            President and Chief Executive Officer
  youth through education. Working with partners across the                Rogers Communications Inc.
  country, the fund supports groundbreaking initiatives from
  after-school homework clubs, to tutoring programs to
  technology centres. Through this program we can help change
  people's lives, giving our young people the brightest future
  possible. This is incredibly powerful and I'm personally very
  excited about this program.




  6   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
OVERVIEW




2011 CSR
HIGHLIGHTS

     $49.3                            35%                                ROGERS
     MILLION                          OF CUSTOMERS                       YOUTH FUND
     Invested in employee training    Registered with e-billing,         New national initiative to
     and career development,          up from 25% in 2010                empower at-risk youth
     up from $42.7 Million                                               through education




     717                              $71.4                              97.3%
      EMPLOYEES                       MILLION                            Of supplier spend with
      Took part in the annual         Contributed to build stronger      Canadian companies or
      ‘bWell’ corporate challenge,    Canadian communities               those with offices in Canada
      a friendly competition around
      living a healthier lifestyle




     31.6%                            $1.25                              100%
     Of employees are                 MILLION                            Of paper purchased for
     visible minorities               Raised by employees                all Rogers magazines
                                      for the annual                     certified by the Forestry
                                      United Way campaign                Stewardship Council




     375                              346                                76%
     TONNES                           Employees with disabilities
                                                                         Employee
     Of telecom and IT-related                                           Engagement
                                      benefitted from workplace
     products recycled, a 57%                                            score
                                      accommodations
     increase over 2010


                                                                      CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   7
OVERVIEW




ECONOMIC
IMPACTS
Our day-to-day business activities make a substantial
contribution to the development and prosperity of local
communities across Canada, as well as to the national economy.

Creating Jobs, Investing in Careers                              Developing Communities
In 2011, we employed 30,213 people across Canada, invested       In 2011, we contributed $71.4 million in charitable donations
$49.3 million in employee training and development and paid      and gifts-in-kind to enrich our communities.
$1.81 billion in employee compensation. As a large purchaser
                                                                 Fostering Innovation
of products and services – Rogers worked with more than
37,000 suppliers last year – we support thousands of jobs in     Each year we invest significantly in technology (“capital
supplier companies.                                              expenditures”), including in our broadband and wireless
                                                                 networks across Canada, to ensure extensive coverage in both
Connecting Customers                                             urban and rural areas. Over the past three years alone we
Through the power of technology, we continued to make our        have made $5.6 billion in technology investments.
customers’ lives easier and more enjoyable. Across multiple
                                                                 In December 2011, we launched the Rogers Innovation Report,
devices and screens – whether by smartphone, TV, PC or tablet
                                                                 a regular survey we conduct to explore Canadians’ habits and
– Rogers connected its customers to innovative communications,
                                                                 views on technological innovations.
information and entertainment experiences.
                                                                 Shareholder Value Creation
Improving Business Productivity
                                                                 Rogers is a public corporation committed to delivering value
Rogers makes businesses more productive, providing today’s
                                                                 to our shareholders. In 2011, our annualized dividend per
workers with seamless access to critical information and
                                                                 share increased to $1.42, up from $1.28 the previous year.
communications at the office, at home and on the road.
                                                                 Learn more about our financial and economic performance
We support small businesses with access to technologies and
                                                                 in Rogers’ 2011 Annual Report to Shareholders.
resources that help them manage and grow their companies.



MARKET PRESENCE                                                    “	 ACH YEAR ROGERS INVESTS BILLIONS OF DOLLARS
                                                                    E
			                                                2011
                                                                    IN ITS NETWORKS AND IS AMONG THE TOP RD
	 Rogers owned, dealer and retail outlets		        3,400+           SPENDERS IN CANADA; INCREASING THEIR RESEARCH
                                                                    AND DEVELOPMENT BUDGET THROUGH THE RECENT
	 Rogers TV Cable stations		                       34
                                                                    ECONOMIC DOWNTURN.”
	 Radio stations		                                 55
                                                                   	
	 Consumer magazines and trade publications	       54               Brian Masse, NDP Member of Parliament from Windsor West,
                                                                    during a special recognition by federal MPs to celebrate
                                                                    Rogers’ 50-year anniversary.




8   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
OVERVIEW




                           AWARDS 
                           RECOGNITION IN 2011


 s for responsible investors. The index series is derived from
 rk of cutting-edge index design and calculation technology.
                           Employee Engagement                                                             Leadership  Innovation
 and over 2,000 potential •	 ogers the UK, the universe
                          constituents. In was recognized
                             R                                 as one of Greater Toronto’s Top             •	 arol Ring, Rogers’ Vice President, Strategic Initiatives, received
                                                                                                             C
mark indices covering the Global and European regions, the US,
                            Employers. This designation acknowledges employers that                          the Woman of the Year Award by Canadian Women in
 sset managers with a cheap and efficient basis for investment
  onmental Leaders Europe 40leadwhich focuses specifically in offering exceptional places to work
                             Index their industries                                                          Communications. The honour recognizes an outstanding
al practices.               through progressive programs across a range of categories.                       woman who has made a significant contribution to the
                                                                                                             communications industry throughout her career, and who has
                           •	 or the second year in a row, Rogers was named one of
                             F
                                                                                                             contributed materially to the advancement of women within
  are looking to:            Canada’s Top Employers for Young People. The distinction
                                                                                                             the industry.
                             recognizes employers that offer the nation’s best benefits for
                             younger workers and are leaders in attracting and retaining                   •	 ohn Hinnen, 680News VP and General Manager, and VP of
                                                                                                             J
 rand image etc)             younger employees.                                                              Radio News Programming for Rogers Broadcasting, received
                                                                                                             the prestigious RTNDA President’s Award, the highest
                          •	 ecognized as one of the 50 Most Engaged WorkplacesTM
                             R
                                                                                                             honour given annually by the Radio-Television News Directors
                             in Canada by “I Love Rewards”, a leader in employee reward
ured products, and as a stock selection universe for actively                                                Association of Canada. The award recognizes those who have
                             and recognition solutions for companies across North America.
                                                                                                             made major contributions to broadcast journalism.
                           Community and Corporate Responsibility
                                                                                                           •	 he Parliament of Canada recognized and celebrated Rogers
                                                                                                             T
                           •	 nited Way presented Rogers with a Thanks a Million
                               U                                                                             for 50 years of driving Canadian innovation.
 e responsibility landscape and the changing nature of extra-
                               Award, which recognizes organizations that contributed of
  undertaking. The index inclusion criteria have been designed
                               more than $1 million in 2011.
 d accepted responsible investment criteria as they evolve.                                                Environment
                                                                                                           •	 ogers was recognized by the Carbon Disclosure Project (CDP)
                                                                                                             R
                        •	 ogers was recognized with a 2011 United Way Exemplary
 t universe, investors can be assured that companies in their
                           R
s they arise.                                                                                                and Accenture as a sector leader in their 2011 Canada 200
                           Award based on our employees’ generosity in supporting the
                                                                                                             Report.
                           community through the annual United Way campaign. Rogers
                           was in the top 10% of all employee workplace campaigns that                     Investor Relations
onsultation process and are approved by an independent
                           ran in 2011.                                                                    •	 ogers won three awards at the IR Magazine Canada Awards,
                                                                                                             R
 elp shape the criteria, including NGOs, governmental bodies,
 d the corporate sector.
                         •	 ogers continues to be included the FTSE4Good Index, an
                            R                                                                                the leading international awards honoring excellence and
                              index that recognizes         companies for their corporate responsibility     leadership in investor relations: Best Investor Relations
 velopments in CSR practice, the inclusion criteria are revised
 ronmental and human rights records, and we are distinguished as a North American leader,
                             criteria as well as new supply                                                  in the Technology and Telecom Sector; Best Earnings
 ements. FTSE then engages with companies to ensure that
                            ranking ninth among companies across the continent.                              Conference Calls and Best Investor Relations Officer –
 hat do not meet the standards are deleted from the index
                                                                                                             Large Cap.

 nimise social and environmental risks. Companies with the
 ng requirements.




                                                                                                                                       CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   9
OVERVIEW


 CSR AT ROGERS                                                      CSR AT ROGERS

                                                                    PRODUCT STEWARDSHIP

“ e’re always working to be better for our stakeholders, so they
 W                                                                  EMPLOYEE ENGAGEMENT

 view us as a great company with which to do business, a leading    COMMUNITY
 employer and a valued community partner.”
                                                                    ENVIRONMENT

 Rob Bruce                                                          SUPPLY CHAIN
 President, Communications
 Chair, CSR Governance Committee                                    IN DEPTH
CSR AT ROGERS




VISION 
STRATEGY
We align our business objectives with the hallmarks of strong
citizenship to improve our bottom line while creating economic,
social and environmental benefits for Rogers’ stakeholders.

Our vision is to be the leading and preferred provider of
innovative communications, entertainment and information              “	 O ACHIEVE OUR BUSINESS STRATEGY, WE FOCUS
                                                                       T
services to Canadians, across any device, place or time.               ON DELIVERING THE BEST INNOVATIVE SERVICES
                                                                       WHILE BEING A RESPONSIBLE, SUSTAINABLE
Achieving leadership in our industry and the privilege of being        COMPANY. IT’S CERTAINLY AN ONGOING EFFORT,
Canadians’ company-of-choice entails more than offering                AND WE CONTINUALLY SEEK OUT OPPORTUNITIES
competitive prices, cool gadgets and dependable networks.              TO EVOLVE OUR BUSINESS FOR THE BETTER.”
We are diligent on many fronts to:
                                                                      	
•	 e the best at what we do in our three main lines of business –
  B                                                                    Nadir Mohamed
  delivering reliable, safe, state-of-the-art products and services    President and CEO, Rogers
  to the marketplace;

•	 phold the highest ethical standards and demonstrate
  U
  transparency;

•	Be a best-in-class employer;

•	 e a positive force in the community; and
  B

•	Be a steward of the environment.

Our commitment to CSR is threaded throughout our
organization, woven into our company policies, values,
governance structure and stakeholder engagement channels
– influencing everything from how we treat our customers
and employees to the way we source, develop and advertise
our products.




                                                                                        CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   11
CSR AT ROGERS




OUR
VALUES
The Rogers values are our guidelines for the way we work.
They set us apart from the competition and help us reach our vision.

How we work is every bit as important as what we work on.                      Embedding in Our Culture
As business and social norms continue to evolve, we can’t                      Rogers employees identified them, and now it’s up to everyone
expect to raise our game by playing the way we always have.                    throughout the organization – from those on the front line
That’s why, in 2011, we defined a new set of core values.                      serving customers to executives focused on the strategic direction
How We Chose Our Values                                                        of the company – to live them. To help us hold each other and
                                                                               ourselves accountable, the Rogers values are now embedded
We defined what we expect from those we work for, among and
                                                                               into annual performance reviews and employee surveys, into the
with across the organization. We asked our employees to weigh
                                                                               curriculum for our Managing Matters and Leadership Matters
in on which qualities and values are important and why, which
                                                                               courses, and into our reward and recognition programs.
yielded five clear themes that have become our core values.



     CUSTOMER FOCUS                    The customer is central in our balanced decision-making.

                                       At Rogers, we are passionate about our customers, and our continued success depends on their loyalty.
                                       We listen and work to meet their expectations for simplicity, value, convenience and choice. We strive
                                       to provide a superior customer experience across all touch points.


     TEAMWORK                          We build an environment based on collaboration, trust and transparency.

                                       We strive for excellence and help our colleagues do the same. We work in a safe and challenging work
                                       environment that values and recognizes individual contributions and diversity.


     COMMUNICATION                     We listen actively and have courageous conversations.

                                       We are open and transparent in our actions and communications. We treat each other with respect,
                                       dignity and honesty. Communication is key to clarity and understanding, and it’s a two-way process –
                                       listening and understanding are every bit as important as speaking clearly and unambiguously.


     ACCOUNTABILITY                    We drive our actions based on outcomes and focus on execution.

                                       We act ethically and with integrity in everything we do, we keep our promises, and we are caring
                                       partners in the communities in which we live and work. Accountability is all about taking personal
                                       responsibility for the work we do, our actions and the decisions we make. Regardless of the job we
                                       do, we all play a role in Rogers’ success – and how we honour our commitments, and do what we say
                                       we’re going to do, is critical for our colleagues, our customers and our communities.


     INNOVATION                        We foster first-to-market innovation and embrace calculated risk taking.

                                       We anticipate and create change, and work with speed and agility to develop creative,
                                       new approaches, products and services that deliver growth and competitive advantage.




12   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
CSR AT ROGERS




CSR
GOVERNANCE
CSR is embedded in our corporate structure and managed within our
overall framework of strong governance and internal controls.

•	 ur CSR Governance Committee sets strategic direction
  O                                                                 •	 he Board of Directors is responsible for the stewardship
                                                                      T
  and oversees Rogers’ CSR performance and progress. Led              of the company, including approving goals, objectives and
  by Rob Bruce, President of Communications, the committee            strategies. Learn more
  meets several times a year and comprises representatives from
                                                                    •	 he Corporate Governance Committee assists the board
                                                                      T
  relevant business units. There are six sub-committees, each led
                                                                      in developing, recommending and establishing corporate
  by a Rogers executive, which are focused on addressing our
                                                                      governance policies and practices and leads the board in
  material issues.
                                                                      its periodic review of the performance of the board and its
                                                                      committees. Learn more




                                                 CSR GOVERNANCE COMMITTEE




                                                         PRODUCT                      SUPPLY CHAIN
                     ENVIRONMENT
                                                      RESPONSIBILITY                  MANAGEMENT




                                                                                                                       SUBCOMMITTEES
                                                        CUSTOMER                        EMPLOYEE
                      COMMUNITY
                                                      TRANSPARENCY                     ENGAGEMENT




                                                                                             CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   13
CSR AT ROGERS




MATERIAL
ISSUES
What concerns are top-of-mind for our stakeholders? What                         We have identified seven issues related to CSR, noted in
issues have a high or potentially high impact on our business?                   the table below, that are most important to our business
By listening to and consulting with our stakeholders, we learn                   and stakeholders. These areas reflect Rogers’ major social,
what matters most to them. We also research emerging CSR                         environmental and economic impacts, and they influence
topics, stay abreast of global reporting standards and consider                  stakeholder assessments of and decisions made toward us.
the risks and opportunities that will affect Rogers’ long-term                   The composition and sub-committees of our CSR Governance
sustainability.                                                                  Committee are aligned to these material issues and help us
                                                                                 address them. Our material issues have not changed since
                                                                                 Rogers’ last CSR report and have remained consistent over
                                                                                 the past several years.



 Material Issue                        Why It Matters

     EMPLOYEE                          Working for a socially responsible company is important to current and prospective employees.
     ENGAGEMENT                        They want an inclusive culture and workplace practices that deliver a great learning experience, a safe
                                       and accessible work environment, competitive compensation and an exciting career. Read more


     COMMUNITY                         Community groups count on us for funding and volunteer support. Some of the toughest economic
     INVESTMENT                        conditions in recent memory have made these needs more crucial than ever. Customers, employees
                                       and other stakeholders expect us to give back to the communities in which we live and operate.
                                       Read more

     CUSTOMER                          Customers expect us to be open, honest and transparent with them at all times, from details on our
     TRANSPARENCY                      pricing and products to clear marketing materials explaining how we’re protecting their privacy and
                                       security. Read more


     PRODUCT                           Customers expect us to provide safe, reliable and responsible products, services, content and facilities,
     RESPONSIBILITY                    while paying close attention to their environmental impact and overall life cycle. Read more


     ETHICAL                           Stakeholders expect us to have relationships only with contractors and dealers who adhere to values
     SUPPLY CHAIN                      and ethical standards of corporate conduct similar to ours. Prospective and existing suppliers expect us
                                       to have a fair selection process in place. Read more


     CLIMATE CHANGE                    Stakeholders expect us to recognize the magnitude of issues around climate change and to have
      ENVIRONMENT                     programs in place to reduce our carbon footprint. As a large publisher of print magazines, stakeholders
                                       want to know we’re responsibly managing our paper footprint too. Read more


     CSR VISION,                       Shareholders, investors, governments and community leaders expect us to be a good corporate citizen
     STRATEGY,                         with a strong CSR framework, vision, strategy and management systems, in place. Read more
     SYSTEMS




14   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
CSR AT ROGERS




ETHICS 
INTEGRITY
We are firmly committed to maintaining our long-standing reputation
for the highest standards of integrity, ethical behaviour and good
corporate citizenship.

The Rogers Business Code of Conduct
                                                                     THE CODE COVERS TOPICS INCLUDING:
This comprehensive policy spells out the values, ethics and
business conduct expected of Rogers employees in their               •	 espect and dignity in the workplace
                                                                       R
dealings with customers, vendors, the public, fellow employees
                                                                     •	Adherence to the law
and other stakeholders. Available on our website, all Rogers
employees must review, understand and fully comply with this         •	Protection and proper use of company assets
policy, as well as complete annual online training to refresh        •	Health and safety
their knowledge. We carefully monitor training completion rates
                                                                     •	Environmental responsibility
and perform audits to verify that our employees are compliant.
Failure to adhere to any and all provisions of the Rogers Business   •	Computer access and use of electronic media
Code of Conduct may result in discipline up to and including
                                                                     •	Confidentiality
termination of employment and/or legal action.
                                                                     •	Anti-corruption procedures
We also have a separate Directors Code of Conduct and Ethics
for directors of the company.                                        •	Conflicts of interest

                                                                     •	Public disclosure and insider trading
Whistleblower Program
We have a strong whistleblower program in place. Employees
are expected to report any suspected business, ethical or
financial misconduct to the Rogers STAR Hotline. To ensure
complete anonymity, an independent service provider handles
every contact with the Rogers STAR Hotline confidentially.
Management carefully investigates all reported incidents,
regardless of the employee’s status.

Prevention, Detection and Response
Our corporate fraud and risk management approach is focused
on three objectives: prevention, detection and response. We
perform various audits and reviews to detect instances of
unauthorized account access, fictitious invoices and fraudulent
expense claims, along with many other types of fraud and
misconduct. Departments such as Corporate Investigations,
Fraud Management, Retail Loss Prevention and Internal Audit
are just some of those involved in helping to detect and prevent
fraud at Rogers. Our Corporate Investigations team probes all
instances of fraud and misconduct.




                                                                               CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   15
CSR AT ROGERS




OUR                                                                                                                               CLICK TO LEARN MORE


STAKEHOLDERS                                                                                                                   	Customer Feedback
                                                                                                                               	Employee Feedback




Our stakeholders represent a constellation of diverse interests.
We believe their honest feedback and ideas keep us healthy,
connected and cutting-edge.

Forging and maintaining healthy                        Engaging with stakeholders:                    •	 ells us what we’re doing right, while
                                                                                                        T
relations with our stakeholders is about               •	 osters open dialogue, builds trust
                                                         F                                              bringing problems or concerns to the
listening, understanding and respecting                  and helps us develop strong, long-term         surface;
their diverse needs and interests, and                   relationships;                               •	 ests our prevailing assumptions and
                                                                                                        T
responding in ways that are meaningful                                                                  refreshes our mindsets so that we
and transparent.                                       •	 llows us to understand and deliver
                                                         A
                                                                                                        remain innovative, responsive and
                                                         the programs, products and services
                                                                                                        focused on continuous improvement;
                                                         they want;
                                                                                                        and
                                                                                                      •	 llows us to better target our CSR
                                                                                                        A
                                                                                                        investments for maximum impact.

Main Stakeholders                  Forms of Engagement

     CUSTOMERS                     •	 Office of the Ombudsman                            •	 Emails, letters, telephone calls
                                   •	 Customer Satisfaction surveys (CSAT)               •	 Complaint resolution process
                                   •	 Focus groups                                       •	 Social media sites


     EMPLOYEES                     •	  mployee surveys and focus groups, including
                                      E                                                  •	 Online live chats with executives
                                      the R10 engagement survey twice annually.          •	 Town halls
                                   •	  ne-on-one employee/manager discussions
                                      O                                                  •	 Employee intranet, blogs, forums
                                   •	 360-degree feedback process


     ENVIRONMENT                   •	  ngagement with environmental consultants
                                      E                                                  •	 Emails, letters, telephone calls
                                   •	 Meetings with environmental groups                 •	 Employee participation


     COMMUNITY                     •	 Outreach programs                                  •	 Memberships
                                   •	  artnerships with community groups
                                      P                                                  •	  elationships with government officials
                                                                                            R
                                      and not-for-profit organizations                      and regulatory bodies
                                   •	 Emails, letters, telephone calls                   •	  articipation in multi-stakeholder conferences,
                                                                                            P
                                   •	 Employee volunteerism                                 forums and research initiatives


     SUPPLIERS                     •	 nteraction with the Rogers
                                      I                                                  •	 Emails, letters, telephone calls
                                      Procurement team                                   •	 Site visits to factories and supplier offices

     INVESTORS                     •	  eetings and feedback sessions with
                                      M                                                  •	 Shareholder information events
                                      mainstream and socially responsible                •	 Investor surveys and consultations
                                      investor groups
                                                                                         •	 Emails, letters, telephone calls



16   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
CSR AT ROGERS




PUBLIC
POLICY
We believe in contributing to the development of sound
public policy affecting Canada’s communications sector.

Rogers operates in a highly regulated industry, and we are       Rogers is a registered lobbyist. We do not make corporate
therefore actively involved with governments and regulators      contributions to political parties or politicians at the federal level,
in Canada. We participate in public policy processes and         but do so in provinces where permitted and ensure that the
Rogers executives have discussions with federal and provincial   contributions conform to provincial guidelines. Rogers does not
decision makers about regulatory issues of importance in the     receive significant financial assistance from government.
communications sector.




PARTNERSHIPS
Rogers has many partnerships and affiliations in an effort to be a
strong, involved corporate citizen. Some examples include:




                                                                                             CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   17
OVERVIEW


 PRODUCT STEWARDSHIP                                                CSR AT ROGERS

                                                                    PRODUCT STEWARDSHIP

                                                                    EMPLOYEE ENGAGEMENT

“ ur commitment to responsible business means that we address
 O                                                                  COMMUNITY
 social and environmental aspects across the product life cycle.”
                                                                    ENVIRONMENT

 Raj Doshi                                                          SUPPLY CHAIN
 Vice President, Products
                                                                    IN DEPTH
PRODUCT STEWARDSHIP




OUR
APPROACH
“ ou don’t need big words and fancy charts to build a business.
 Y
 You need to know what the customer wants and give it to them.”
	 Ted Rogers



Our mission is to enrich and simplify the lives of our customers,         Management
connecting them to innovative communications, information                 Two sub-committees of the Rogers CSR Governance Committee
and entertainment experiences. This entails much more than                are responsible for reviewing and directing matters related to
introducing the newest and fastest devices to the marketplace.            product stewardship:
We strive to bring people, content and devices together in
seamless, reliable ways that people depend on in their home               •	 he Product Responsibility Sub-Committee oversees
                                                                            T
and work lives. Further, we strive to bring these innovative                company-wide policies, processes and systems designed to
experiences to Canadians first, before any other carrier in the             ensure we offer products and services in a responsible fashion.
country.
                                                                          •	 he Customer Transparency Sub-Committee oversees
                                                                            T
Across the product life cycle – from design, manufacturing                  Rogers’ communication and disclosure practices to ensure they
and transport to packaging, usage and end-of-life – we take                 are clear, transparent and accurate.
health, safety, environmental and other issues into account.
                                                                          Our Customer Commitment
This holistic approach is most relevant to our wireless and media
businesses, which sell tangible products such as cell phones and          The Rogers Customer Commitment is our pledge – developed
publications. We focus on ensuring our offerings meet customer            with customer and employee input – stating clearly what
and community expectations, as well as our own criteria for               Canadians can expect from their experience with us. Updated
quality, social responsibility and environmental respect.                 in 2011, it’s a living document that evolves as customer needs
                                                                          change and our capabilities expand, demonstrating our desire
                                                                          to constantly improve.




   2011 Challenges/Issues                                           Our Response

   ROAMING COSTS                                                    Rogers Wireless launched Canada’s first real-time usage alerts to help
   Roaming costs have been an ongoing concern for                   customers manage their data usage while travelling outside the country.
   customers, who told us they don’t have a true sense of           The alerts take the guesswork out of roaming. We also introduced new
   how much data they use when travelling abroad.                   data passes to offer more choice and ways to save, creating a worry-free
                                                                    travel experience.

   UNLOCKING PHONES                                                 We now offer the option to unlock phones for customers whose
   We received customer feedback that they would like to            contracts have expired or who received no subsidy towards the initial
   have the option of unlocking their phones at the end of          purchase of their phone.
   their contracts.




                                                                                                      CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   19
PRODUCT STEWARDSHIP




RESPONSIBLE
PRODUCTS
We work hard to make sure our products and services conform
to the best possible standards, produce minimal impact on the
environment and don’t compromise the well-being of our customers.

Compliance is Only the Starting Point                                        Through our website and information materials, we encourage
Our meticulous attention to product responsibility, from                     our customers to make safe driving their first priority and avoid
packaging and transport to product advertising and disclosure,               using cell phones unless in a hands-free position while behind
begins by complying with all applicable regulations.                         the wheel. We are also sensitive to the safety concerns of
                                                                             families with young children. For example, Rogers Cable services
Respecting the Environment                                                   include a four-digit code to prevent children from viewing age-
As detailed in the Environment and Supply Chain sections of this             restricted video-on-demand services.
report, we consider environmental outcomes across the product
                                                                             Ensuring Customer Privacy and Security
life cycle and look for opportunities to avoid or minimize any
negative impacts. Our Phones for Food program, for example,                  We uphold strong privacy practices and provide our employees
is one way we demonstrate responsible recycling and disposal                 with privacy training. Compliance with the Rogers Privacy Policy
of cell phones at end-of-life.                                               is a condition of employment.

A Comprehensive Approach to Health and Safety                                Technology is constantly changing – and Internet hackers are
                                                                             getting smarter. That is why we use the most up-to-date security
We treat customer health and safety very seriously, and will
                                                                             technology and our security systems are regularly reviewed to
not sell or do anything unless it meets legislative requirements,
                                                                             ensure that our standards are maintained. In addition, customers
industry best practices or our own high standards in this area.
                                                                             can shop with confidence at www.rogers.com with protection
We evaluate the health and safety aspects of our products over
                                                                             by our Secure Shopping Guarantee.
the course of their life cycle. Internal product review plans are in
place to address any product issues, such as recalls.



ADDRESSING CONCERNS ABOUT RADIO FREQUENCY FIELDS

     The issue                                      How Rogers is responding
     With the exploding popularity of               Numerous studies over the years and ongoing monitoring by the World Health
     wireless devices such as smartphones           Organization (WHO) show no evidence of any health risks for adults or children. Rogers
     and tablets, we are aware that there           follows all Canadian government standards and requirements, including Health Canada’s
     are public concerns about the safety of        Safety Code 6, as they relate to wireless device signals and antenna towers. Canada was
     exposure to radio frequency (RF) fields        among the first industrialized countries to develop RF exposure guidelines, in the form of
     (also known as electro-magnetic fields)        Safety Code 6, in 1979. This code is updated regularly, with the latest revision in 2009.
     and microwave radiation emitted from
                                                    Industry Canada conducts assessments on broadcasting and telecommunications
     mobile communication devices and
                                                    devices, including those operated and/or offered by Rogers, to ensure compliance with
     cell towers. Mobile communication
                                                    Safety Code 6.
     devices use RF to transmit data and
     rely on a network of towers to relay           Rogers is committed to continuous learning in this area and staying up to date on
     information between users.                     research developments.



20   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
PRODUCT STEWARDSHIP




CUSTOMER
TRANSPARENCY
Clear Communication
Enshrined in the Rogers Business Code of Conduct is our
commitment to “promote full, fair, accurate, timely and
understandable disclosure.” We want to help our customers
understand the products and services they purchase. All of our
customer service employees are trained to provide clear and
transparent explanations of Rogers’ prices and any additional
charges or fees that are applicable.

Responsible Marketing
We develop and review our advertising materials, sales literature
and product operating instructions in line with standards
mandated by the Consumer Packaging and Labeling Act, the
Competition Act and other applicable legislation.

To ensure our marketing communications meet high ethical
standards and regulatory requirements, we are a member of
the Canadian Marketing Association and our communication
materials are subject to extensive internal review.

Consumer Protection Legislation
Rogers is leading the charge for a national consumer protection
                                                                    “	 ONSUMER RULES, IF SENSIBLY INTRODUCED, CAN MAKE
                                                                     C
code to be enacted and enforced by the Canadian Radio-               WIRELESS AGREEMENTS SIMPLER FOR CONSUMERS AND
television and Telecommunications Commission (CRTC). This will       MAKE IT EASIER FOR THEM TO ENJOY THE BENEFITS
provide a harmonized consumer protection code for Canadians.         OF WIRELESS TECHNOLOGY. ROGERS IS COMMITTED
                                                                     TO MAKING A LEGALLY BINDING CONSUMER CODE
Service Reliability                                                  AVAILABLE TO ALL CANADIANS. THE IDEAL SOLUTION IS
Rogers is dedicated to maintaining service availability during       A SINGLE COMPREHENSIVE NATIONAL CONSUMER CODE
emergencies or unexpected events. We regularly upgrade               THAT WILL PROTECT CONSUMERS IN A REASONABLE
our infrastructure and build back-up systems to improve their        AND CONSISTENT MANNER.”
reliability. We also develop plans to communicate with our
                                                                    	
customers and to restore service – or offer additional service       Ken Engelhart,
support – when major incidents, including extreme weather,           Rogers’ Senior Vice President, Regulatory
affect the communities where we operate.




                                                                                            CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   21
PRODUCT STEWARDSHIP




CUSTOMER
FEEDBACK
We constantly communicate with our customers, and give them easy-
to-use tools to provide candid feedback and insights.

Customer Satisfaction (CSAT) surveys                                Social@Rogers
We conduct regular CSAT surveys, both overall and by key            Rogers has a dedicated social media team to engage with
business areas, to gauge customer satisfaction with their Rogers    customers, with the Social@Rogers site as our central hub for
relationship and our service delivery. We also conduct regular      all of our social sites, including our blogs, Twitter, Facebook,
transactional surveys, which allow customers to comment on          YouTube and community forums. When customers tweet their
recent dealings they have had with us, ranging from calls made      issue or want product and service details, we’re there to deliver
to our Credit Operations group to a service installation provided   helpful information. No other Canadian telecom company is
by a technician.                                                    leveraging social media on this level. Plus, we’ve never been
                                                                    closer to our customers, on or offline.

                                                                    Office of the Ombudsman
                                                                    As another communication channel, customers can contact our
                                                                    Office of the Ombudsman if they have unresolved problems.


Blogs
Redboard and FilRouge are our official English and French blogs,
respectively, where we geek out about the latest technology,
explain our services and policies, and answer customer
questions. Customers participate by sharing their feedback –
both the good and the bad.

Community Forums
In 2011, we launched two online forums: Rogers Community
and Fido Community. These are places for customers to discuss
technical issues related to Rogers’ and Fido’s products and
services. Because forums are peer-driven sites, our customers
are helping each other out every day. Since launching, close to
75,000 users have registered with the forums and 17 million
messages have been viewed.




22   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
PRODUCT STEWARDSHIP




PROBLEM
RESOLUTION
If we’re serious about our commitment to the customer experience,
we have to get the basics right. And that starts with resolving the
problems we know are customers’ biggest pain points.

Our goal is to reduce or eliminate the problems that most
significantly impact customers by:                                     “	 AM COMMITTED TO REVIEWING ALL CUSTOMER
                                                                        I
                                                                        SUBMISSIONS AND BRINGING FAIR AND REASONABLE
•	 nsuring customers only need to contact Rogers once to get
  E
                                                                        SOLUTIONS TO ROGERS CUSTOMERS.”
  an issue resolved.
                                                                       	
•	 nsuring they only have to provide their problem or issue once.
  E                                                                     Kim Walker, Ombudsman

•	 ollowing up with them to resolve a problem when it is not
  F
  fixed the first time.

•	 aking ownership to solve their problem.
  T                                                                  Office of the Ombudsman
                                                                     While the vast majority of customer service inquiries are
•	 esolving their issue quickly.
  R
                                                                     resolved by our front line employees, the Rogers Office of the
Putting Problem Resolution for Customers First                       Ombudsman acts as our highest level of support for customer
                                                                     escalation. The office was created in 2009 and we are the first
Customers have told us what their issues are and employees
                                                                     and only carrier in North America to have an internal body for
have weighed in providing great feedback on how we can help
                                                                     problem resolution.
resolve them. In 2011, we introduced new problem resolution
tools and processes to make the kind of improvements our             As a neutral body that works independently from Rogers'
customers want to see.                                               Customer Support teams, the Ombudsman attempts to resolve
                                                                     customer complaints for all Rogers’ businesses by investigating
•	 allbacks and Follow Ups is a new process designed to
  C
                                                                     both sides of an issue and assisting the parties in reaching a fair
  save our customers time and eliminate their frustration by
                                                                     and reasonable resolution. Most disputes are handled within
  empowering our front line teams. Front line agents can now
                                                                     30 days of receiving the complaint.
  take time off the phones to investigate an issue that can’t be
  resolved right away, and call the customer back to follow up       In 2011, the Ombudsman’s office received 2,762 customer
  with a solution. Our employees tell us they are happy with         complaints. Most of these were forwarded to Rogers’ Office
  the process because it allows them to concentrate on the           of the President for resolution, with the Ombudsman handling
  customer and take more ownership, especially when resolving        265 customer cases that required an in-depth investigation.
  a complicated customer issue.

•	 e launched a new and improved knowledge management
  W
  tool, named IQ, for our front line employees. It’s loaded with
                                                                                                                         CLICK TO LEARN MORE
  all of the information they need to answer our customers’
  questions and resolve their issues. IQ was designed with                                                          	 Read the Ombudsman’s
                                                                                                                        
  feedback and input from call centre employees through                                                                 2011 Annual Report
  forums, surveys and interviews.




                                                                                                CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   23
PRODUCT STEWARDSHIP




DIVERSE
NEEDS
Rogers’ customers truly represent Canada’s rich diversity.
We tailor our offerings to meet a variety of language and
cultural preferences, as well as special needs.

Multicultural Marketing Council                                       Accessible Products and Services
Our Multicultural Marketing Council, in its second year of            Our goal is to make all customer touch points as accessible as
operation, continued to advance strategies for reaching out           possible so everyone, including older or disabled customers,
to diverse communities. The council is made up of about               can benefit. To that end, we integrate inclusive design and
200 Rogers employees who collectively speak more than 35              accessibility features into our products, services, stores and
languages and provide valuable insights into different cultures.      technologies. A Special Needs section on our website outlines
Multicultural Programming                                             all of our accessible product and service offerings, which include:

Through the Rogers Media network of television and radio              •	 lternative billing formats (Braille, large print, electronic);
                                                                        A
stations, we produce and broadcast multicultural programming
                                                                      •	Voicemail-to-text service;
in a wide variety of languages. One example is the weekly
Aboriginal radio program Bamoseda (“walking together” in the          •	 essage relay service, including TTY and IP Relay;
                                                                        M
Anishinabe language), which discusses important issues from a
First Nations perspective.                                            •	VoicePrint;

There are 85 multicultural channels in over 20 languages              •	 escribed video service (DVS) programming;
                                                                        D
available through Rogers Cable, including more than 30 South          •	 ig button remote controls pre-programmed to provide
                                                                        B
Asian offerings. Rogers’ OMNI Television was the first Canadian         single-button access to DVS content;
multilingual broadcaster to digitally stream its newscasts to five
non-official language communities each weekday, including             •	 ogers on Demand Online, providing accessibility with
                                                                        R
Cantonese, Italian, Mandarin, Portuguese and South Asian                “TV Everywhere” functionality; and
editions.
                                                                      •	 hones with accessibility features such as screen reader
                                                                        P
Connecting Rural Communities                                            software, touch screens, TTV and hearing aid compatibility,
                                                                        and voice commands. Canada’s first mobile phone designed
Technology plays a vital role in connecting many remote
                                                                        specifically with seniors in mind, the Doro PhoneEasy,
and low-population communities. Access to information
                                                                        features a large keypad with separated keys, a programmable
and communications is essential to help these areas develop
                                                                        emergency key and an easy-to-read colour display.
economically, so we are proud of the network coverage provided
by Rogers - the Canadian population covered is 95% by GSM,            Rogers has customer service representatives who are able to
90% 4G HSPA+.                                                         interact with customers in Cantonese and Mandarin, as well as
                                                                      French and English.
Affordable options
We are committed to ensuring all customers, including students
and lower-income customers, have affordable pricing and service
package options. Our budget-friendly chatr wireless brand, for
example, offers no-frills unlimited wireless talk and text services
for a low monthly cost.




24   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
PRODUCT STEWARDSHIP




SCORECARD
The scorecard below summarizes our progress
in meeting the priorities we set for 2011.

CSR SCORECARD 2011: PRODUCT RESPONSIBILITY                                                    Achieved         Made Progress          Not Achieved


  WHAT WE SAID                                    WHAT WE DID                                                                        PROGRESS


  • Consistently improve customer service.        • ntroduced new problem resolution tools and processes, such as
                                                    I
                                                    Callbacks and Follow Ups, to empower our front line teams to
                                                    resolve issues and save our customers time.

                                                  •  eployed Canada's first 4G LTE wireless network and made
                                                    D
                                                    significant progress on the deployment of DOCSIS 3.0 Internet                         
                                                    capabilities across our cable TV footprint..

                                                  •  pdated the Rogers Customer Commitment to articulate what
                                                    U
                                                    customers can expect from us.

  •  rovide a safe and healthy environment
    P                                             •	 Maintained high health and safety standards in all of our stores.
    in stores.                                                                                                                            

  • Protect privacy at all times.                 •	  aintained strong privacy and information security policies,
                                                     M
                                                     practices and training.
                                                                                                                                          

  •  ontinue to improve the accessibility of
    C                                             •  aunched Small Business Specialist program to give owners
                                                    L
    our products and services.                      direct access to in-store trained specialists at 157 retail locations
                                                    across Canada.

                                                  •  eployed SpeedBoost technology, giving high-speed Internet
                                                    D
                                                    subscribers a faster, superior online experience.
                                                                                                                                          º

                                                  •	  aunched roaming services with over 650 operator networks in
                                                     L
                                                     more than 220 destinations so customers can use their wireless
                                                     device to stay connected around the planet.

  Continue to:
  •  larify billing and charges by simplifying
    C                                             •	  ade significant progress in simplifing rate cards and contracts,
                                                     M
    rate cards.                                      including through clearly articulated and transparent charges,
                                                     pricing and information
  •  implify contracts to ensure customers
    S
    understand terms and benefits.                •	 ntroduced Roaming Data Passes, giving cost certainty and
                                                     I
                                                     peace of mind.
  •  romote greater flexibility in contract
    P
    terms.                                        •	  ade progress in enhancing customer flexibility. Examples include
                                                     M                                                                                    º
                                                     sharing of data across plans and devices and launch of Rogers
  • ntroduce new product solutions to
    I                                                AnyPlace TV, which allows subscribers to consume content across
    simplify long distance and roaming               TV, PC, tablets and smartphones.
    charges.

  •  rovide flexibility in how customers
    P
    can consume data and access content




                                                                                                          CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   25
OVERVIEW


 EMPLOYEE ENGAGEMENT                                              CSR AT ROGERS

                                                                  PRODUCT STEWARDSHIP

                                                                  EMPLOYEE ENGAGEMENT

“ e are constantly working to build a place where our talented
 W                                                                COMMUNITY
 employees are enthusiastic, comfortable and inspired to work.”
                                                                  ENVIRONMENT

 Tony Cimino                                                      SUPPLY CHAIN
 Vice President,
 HR Services  Total Rewards                                      IN DEPTH
EMPLOYEE ENGAGEMENT




OUR
APPROACH
Success, innovation and development are all borne of momentum,
and momentum comes from the people who drive it.

We want Rogers to be a place in which employees feel proud,
where they look forward to making a contribution, and where                         2011 WORKFORCE*
each has the chance to do their best work every day.                                	 Full-time employees	                         24,332

To achieve that, we work hard to:                                                   	 Part-time and contract employees	            5,881

•	 reate a culture of employee engagement;
  C                                                                                 	 TOTAL EMPLOYEES	                             30,213

•	Encourage and respect diversity; and                                              BY REGION

•	 rovide leading workplace programs and practices, from far-
  P                                                                                 	Alberta	                                      933

  reaching benefits to customized training, development and                         	 British Columbia	                            1,981
  personal assistance programs.                                                     	Manitoba	                                     239

No other Canadian company has career opportunities that                             	 New Brunswick	                               1,398
include producing television and radio programming, creating                        	Newfoundland	                                 218
magazine content and providing cable and wireless services.
                                                                                    	 Noca Scotia	                                 97
We know that investing in our people and fostering a great                          	Ontario	                                      21,660
employee experience contributes to job satisfaction, increased
                                                                                    	PEI	                                          6
productivity and personal development.
                                                                                    	Quebec	                                       3,446
Employee feedback, along with external recognition as a top
                                                                                    	Saskatchewan	                                 70
employer, is proof that we’re doing the right things. But the only
thing consistent around here is change. We are always looking                       	Yukon	                                        12

for ways to be even better.                                                         	 US  UK	                                     153

                                                                                    	 TOTAL	                                       30,213

                                                                                    * Includes full-time, part-time and contract employees




   2011 Challenges/Issues                                        Our Response

   DRIVING BEST-IN-CLASS EMPLOYEE ENGAGEMENT                     We developed and launched the new R10 engagement survey twice a
                                                                 year. The results from our first survey in October 2011 showed a growth
                                                                 in both employee participation and engagement.


   ATTRACTING A LARGE NUMBER OF TALENT                           We hired over 11,000 people in 2011. Rogers was chosen as one of
   AND OVERALL SOURCING FOR CRITICAL ROLES                       Canada’s Top Employers for Young People and won the Innovation in
                                                                 Employment Branding Award from the Human Resources Professionals
                                                                 Association for our sourcing and attraction strategies.




                                                                                                     CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   27
EMPLOYEE ENGAGEMENT




TOTAL
REWARDS
We know that rewarding our people is a valuable investment in our own
success. So we back up that commitment with an integrated package that
rewards initiative, innovation, leadership, teamwork and outstanding service.

Comprehensive Benefits
Rogers offers a comprehensive benefits plan and wealth            BENEFITS AT ROGERS INCLUDE:
accumulation program that provides employees and eligible         •	 health benefits plan in which employees can customize
                                                                    A
dependents with extensive healthcare and financial benefits.        their coverage and Rogers pays 75% of the premiums.
All benefits are effective immediately for full-time employees
                                                                  •	 defined benefit pension plan for new employees,
                                                                    A
and after three months of continuous service for part-time
                                                                    with company contributions to 4% of salary.
employees.
                                                                  •	 share purchase plan for all employees (up to 10%
                                                                    A
Competitive Compensation
                                                                    of annual pay), with graduated company match.
We participate in outside salary surveys annually to ensure
compensation levels at Rogers remain competitive. We believe      •	 roup RRSP
                                                                    G
in a pay-for-performance culture and have incentive programs
                                                                  •	 referred rates and placement for child care and elder care.
                                                                    P
that are tied to each individual’s achievement, the success of
departments, and to the overall company reaching its goals.       •	 iscount of up to 50% on most Rogers products and
                                                                    D
                                                                    services, including cable, wireless, Internet, home phone,
Recognition
                                                                    movie rentals and Toronto Blue Jays tickets.
In 2011, we expanded our recognition program to help us more
broadly acknowledge the achievements of our people. There are     •	 pecial third party deal on car rentals, hotel stays,
                                                                    S
three categories of recognition, awarded three times annually:      amusement parks, gym memberships and more.

•	 usiness Impact Awards recognize employees whose
  B
  commitment to innovation results in approaches, services or
  products that advance our business and help us deliver on our
  business strategy.
•	 ommunity Involvement Awards celebrate employees who
  C
  invest their time and commitment in the communities where
  we live and work.
•	 ustomer 1st Awards, our original reward program, honour
  C
  those who go above and beyond to strengthen the customer
  experience.
The top winners in each of these three categories annually are
given an Employee of the Year Award. Our CEO then picks
from among the Employees of the Year to receive a CEO Award,
a new honour rewarding outstanding achievement.




28   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
EMPLOYEE ENGAGEMENT




EMPLOYEE
FEEDBACK
Entrepreneurial spirit is the foundation of Rogers and our culture
thrives on the sharing of ideas and two-way communication.

Channels for Feedback and Input
Employees have opportunities to express their thoughts, ideas
and feedback to management at all levels in the company. Some
examples include:

•	 nline live chats with executives: Scheduled throughout
  O
  the year, these real-time chats with senior leaders, including
  the CEO, allow employees to ask questions and receive
  answers directly.

•	 nline employee jams: These online sessions allow our
  O
  people to provide candid thoughts and insights into specific
  issues facing the company, such as ways to improve costs and
  productivity. Within a week of each online jam, we close the
  loop by providing a short summary of the feedback and what
  is being done with it.                                           Measuring Employee Engagement
                                                                   In 2011, we launched a new employee engagement survey called
•	 own halls: Across Canada, we host town hall sessions where
  T
                                                                   R10. This 10-question confidential survey process, held twice
  employees can listen to our senior leaders speak about the
                                                                   yearly, helps us collect feedback on critical questions. Employees
  company’s strategic direction and priorities, and about broad
                                                                   respond on a five-point agreement scale to statements such as
  industry issues.
                                                                   “I am proud to say that I work for Rogers” and “Overall, I am
•	 logs: A number of senior leaders, including the President of
  B                                                                extremely satisfied with Rogers as a place to work.”
  Communications, maintain internal blogs that discuss a range
                                                                   Our most recent survey was conducted in October 2011,
  of topics. Employees can comment and rate each blog.
                                                                   resulting in a participation rate of 71%, or 21,474 respondents,
•	 60-degree feedback program: We use a 30-question,
  3                                                                and an engagement score of 76%.
  customized, 360-degree assessment that is based on the
                                                                   We act on what employees tell us right away. The Rogers senior
  leadership behaviours that support our corporate values.
                                                                   leadership team is presented with the results and managers are
                                                                   able to view the results online. Executives and managers must
                                                                   develop action plans to address gaps and issues identified in
                                                                   the findings.




                                                                                             CSR REPORT 2011   ROGERS COMMUNICATIONS INC.   29
EMPLOYEE ENGAGEMENT




HEALTH 
WELLNESS
Rogers takes the overall physical, mental and emotional
well-being of our employees seriously.

Health and Safety                                                   •	 omplimentary flu shots – in 2011, 2,096 employees received
                                                                      C
Rogers is dedicated to providing a safe and healthy work              vaccinations; and
environment for our employees, as well as contractors,              •	 riendly health challenges at work, like the Fruit and Veggie
                                                                      F
volunteers and the general public.                                    Chase, whereby 717 Rogers employees participated on 177
•	 e maintain a Health  Safety (HS) Policy, as well as a
  W                                                                   teams, competing toward a healthier lifestyle.
  number of related procedures to recognize various health and      •	 t our headquarters in Toronto and at Rogers Park in
                                                                      A
  safety codes, regulations, acts, standards and the Rogers HS       Brampton, employees can use dedicated fitness facilities and
  Procedures. HS topics are also covered in formal agreements        take exercise classes such as spinning, yoga and aerobics. At
  with worker unions.                                                 these locations we also have medical centres staffed with
•	 ll levels of senior management are responsible for promoting
  A                                                                   general practitioners, nurses, chiropractors, physiotherapists
  and improving HS performance within their operations.              and a registered massage therapist.

•	 e operate 65 joint management-worker health and safety
  W                                                                 •	 e host an annual Health and Safety Fair to deliver guidance
                                                                      W
  committees across Canada, representing 100% of our                  on personal health and wellness.
  workforce, which help monitor and advise on our programs.         •	 very Wednesday during the summer months, we host a
                                                                      E
•	 mployees complete a wide variety of safety training programs,
  E                                                                   farmers market, where employees can buy organic and locally
  including courses through e-learning, to ensure they have the       grown produce, breads, meats, and baked goods.
  appropriate knowledge to safely complete their tasks.             In addition, we offer the voluntary Employee and Family
•	 here is an active HS committee or representative at each
  T                                                                 Assistance Program (EFAP), which provides confidential
  Rogers worksite, and we maintain procedures and perform           counselling and referral services on a variety of personal, work-
  inspections to safeguard our technicians and field staff.         related and health concerns, including serious diseases.

•	 e set performance goals and targets for each Rogers
  W                                                                 In 2011, we introduced the FLASH Hotline to offer the latest
  business and evaluate our performance on an annual basis.         health alerts and severe weather updates so all employees
                                                                    can stay informed and avoid traveling to work in potentially
Overall Wellness                                                    dangerous conditions.
•	 ow in its fourth year, bWell is our comprehensive wellness
  N
                                                                    Flexible Work Options
  program that covers the entire spectrum of employee health at
  Rogers. Through the program we offer:                             Employees can choose among a variety of flexible work
                                                                    arrangements, including flexible start and finish hours,
•	 dedicated bWell website that provides articles on nutrition,
  A                                                                 telecommuting and a shortened work week. Employees can
  stress, fitness and other topics; contact details for Rogers      also request an unpaid leave of absence, whether for education,
  wellness representatives in each city; and health tools,          taking time to care for a terminally ill family member, or looking
  including a calorie calculator, body mass index calculator and    forward to spending time with family. Rogers administers
  heart rate calculator;                                            approximately 8,000 employee leaves of absence annually, and
                                                                    in 2011, we launched a new online tool to make the process
•	 ealth and wellness initiatives during National Wellness Day
  H
                                                                    simpler for managers and employees.
  in September;



30   ROGERS COMMUNICATIONS INC.   CSR REPORT 2011
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report
Rogers 2011 Corporate Social Responsibility Report

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Rogers 2011 Corporate Social Responsibility Report

  • 1. ROGERS COMMUNICATIONS INC. CORPORATE SOCIAL RESPONSIBILITY REPORT 2011 CONNECTIONS COME ALIVE WITH CSR
  • 2. HEADQUARTERED IN TORONTO, ROGERS IS A DIVERSIFIED CANADIAN COMMUNICATIONS AND MEDIA COMPANY WITH OUR OPERATIONS AND SALES SUBSTANTIALLY IN CANADA. ROGERS COMMUNICATIONS WE ARE ENGAGED IN THREE PRIMARY LINES OF BUSINESS: ROGERS WIRELESS ROGERS CABLE ROGERS MEDIA Rogers Wireless is Canada’s largest Rogers Cable is a leading Canadian Rogers Media is engaged in radio and wireless voice and data communications cable services provider, offering cable television broadcasting; digital media; services provider, with approximately television, high-speed Internet access televised shopping; consumer, trade 9 million customers under the Rogers and telephony services for residential and professional publications; and Wireless, Fido and chatr brands. and business customers. sports entertainment. Rogers is publicly traded on the Toronto Stock Exchange (TSX: RCI) CONTENTS and on the New York Stock Exchange (NYSE: RCI). OVERVIEW 4 Our Business Objective CSR AT ROGERS 10 To maximize subscribers, revenue, operating profit and return on invested capital by enhancing our position as one of Canada’s PRODUCT STEWARDSHIP 18 leading diversified communications and media companies. EMPLOYEE ENGAGEMENT 26 Our Business Strategy To be the leading and preferred provider of innovative COMMUNITY 36 communications, entertainment and information services to Canadians. How? By leveraging our advanced networks, ENVIRONMENT 44 infrastructure, sales channels, brands and marketing resources SUPPLY CHAIN 62 across the Rogers group of companies to create value for our customers and shareholders. IN DEPTH 66 WHAT’S NEXT? 82 CONTACT US 83 2 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 3. ABOUT THIS REPORT Each year, Rogers produces a corporate social responsibility (CSR) report, and together with our Annual Report to Shareholders, Management Proxy Circular and corporate website, these represent our total reporting on Rogers’ CSR activities. Report Profile Report Quality Published in October 2012, this report communicates our social, For this report, subject matter experts across the company environmental and economic impacts and performance in were responsible for compiling and providing information Canada for the 2011 calendar year. Content is focused on areas and verifying its accuracy and reliability. Members of Rogers’ we believe are most material and relevant to our stakeholders. management team, including the CSR Governance Committee, reviewed and approved content. This report was not externally To minimize our environmental footprint, we use an audited. online reporting format: For our key performance indicators, we have provided three • nline report: Highlights of the 2011 CSR O consecutive years of data, where possible. There are no report are available online in HTML format. significant changes from our 2010 report, which was released • ull report: Our full report is available F in October 2011; any restatements of data compared to prior as a downloadable PDF only. years are noted in the section where they appear. • ast reports: These are available as P We asked Canadian Business for Social Responsibility to downloadable PDFs in the report archive. review our 2010 CSR report and tell us ways to build upon our reporting. Their feedback helped inform the development of this report. External Standards As a framework for preparing this report, we have followed the Global Reporting Initiative (GRI) G3 Guidelines, at a self- checked application level of C. These standards are outlined in our GRI Index. Feedback We encourage your ideas and comments to help us improve our reporting. Email us at csr@rci.rogers.com CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 3
  • 4. OVERVIEW OVERVIEW CSR AT ROGERS PRODUCT STEWARDSHIP “ trong citizenship enhances Rogers’ corporate value, and is integral to S EMPLOYEE ENGAGEMENT our business strategy to be Canada’s leading provider of diversified COMMUNITY communications, entertainment and information services.” ENVIRONMENT Nadir Mohamed, FCA SUPPLY CHAIN President and Chief Executive Officer Rogers Communications Inc. IN DEPTH
  • 5. OVERVIEW A MESSAGE FROM NADIR MOHAMED THIS REPORT IS FULL OF EXAMPLES OF THE ACTIONS WE TOOK IN 2011 TO BE A BETTER COMPANY FOR OUR STAKEHOLDERS. Our long-standing commitment to corporate social What's so terrific about this social era is that if something goes responsibility (CSR) doesn’t take a back seat to financial wrong, we'll know about it within minutes. If stakeholders tell results. In fact, it’s becoming ever more important to our us we're off track, we can quickly shift course. Rogers has to be growth, competitive advantage and connections with more adaptive than ever before in today's fast-paced world of stakeholders. technological change, otherwise we risk irrelevance. Rogers has been reporting on our CSR for several years now. Delivering results in 2011 We have worked to continuously improve our reporting to This report is full of examples of the actions we took in 2011 give stakeholders information and proof that we’re creating a to be a better company for our stakeholders. I know our sustainable business and contributing to a better world. efforts are having a positive impact. Let me point out a With the release of this report, we’ve taken another significant few achievements. stride forward – giving enhanced insights into our performance, Rogers has a proud history of being first to deliver innovation challenges and the ways we’ve entrenched the tenets of CSR and game-changing products to Canadians. Following a throughout Rogers. successful technical trial in 2010, last year we launched our Long Term Evolution (LTE) wireless network. The gold standard Connections come alive with CSR in next generation wireless technology, LTE enables more As a leading communications company, we ourselves need to efficient use of spectrum and lightening-fast experiences exemplify the essence of openness and connectivity. That's why through the mobile Internet, with virtually no delays or we strive to forge close relationships with our stakeholders and buffering. For Rogers customers, it truly opens up life in the use many forms of two-way communication to do that, which digital fast lane, significantly enhancing accessibility, reliability are discussed in this report. and quality – key reasons why customers say they choose us. In my view, connections with our stakeholders come alive with We continued to proactively manage the environmental aspects CSR – becoming deeper, more meaningful and multi-layered. of our business. Despite the tremendous growth in our business I want honest opinions about our products and our efforts to operations, we reduced our operational footprint in many areas. address stakeholders’ top-of-mind issues, like service reliability, I am pleased to report, for instance, a 19% drop in our internal transparency and what Rogers is doing to enrich communities paper consumption last year, and more than a third of our overall and the environment. I want to hear about our shortcomings as customer base (35%) used e-billing, a giant leap from 25% in much as our successes. An open-door approach enables us to 2010. We added muscle to our Environmental Management have constructive dialogue that benefits all. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 5
  • 6. OVERVIEW A MESSAGE FROM NADIR HOHAMED CONTINUED What’s next “ ATE IN 2011, WE PROUDLY INTRODUCED THE L As we continue to develop our CSR approach and initiatives, ROGERS YOUTH FUND, A CORPORATE INITIATIVE there’s no question that Rogers faces some tough challenges FOCUSED ON EMPOWERING AT-RISK CANADIAN ahead. Our industry will change much more profoundly in the YOUTH THROUGH EDUCATION.” future than it has in the past. The lines between wireline and wireless are blurring, competition from new and traditional players is increasing, customer needs are changing and there is System with improvements to procedures, training and data intense competition for workforce talent. collection. And we increased our efforts to drive sustainability We’re evolving our business in response and our CSR priorities – in our supply chain, by sharpening our criteria and due diligence from engaging employees to developing responsible products, process to ensure we use suppliers who demonstrate socially investing in communities and tackling climate change – remain and environmentally responsible practices. intact. Our history shows the depth of our CSR commitment. Every day, we work hard to create a workplace that people want Strong corporate citizenship enhances Rogers’ corporate value, to join, and where they are inspired to stay. Over the past year and is integral to our business strategy to be Canada’s leading our investment in employee training and career development provider of diversified communications, entertainment and swelled to nearly $50 million, up from $42.7 in 2010. We moved information services. forward with a number of initiatives to recognize our employees who best exemplify our values through our enhanced Rogers Corporate Recognition Program. Our progressive workplace practices were recognized last year, with Rogers named among the 50 most engaged workplaces and one of Canada’s top employees for young people. Late in 2011, we proudly introduced the Rogers Youth Fund, NADIR MOHAMED a corporate initiative focused on empowering at-risk Canadian President and Chief Executive Officer youth through education. Working with partners across the Rogers Communications Inc. country, the fund supports groundbreaking initiatives from after-school homework clubs, to tutoring programs to technology centres. Through this program we can help change people's lives, giving our young people the brightest future possible. This is incredibly powerful and I'm personally very excited about this program. 6 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 7. OVERVIEW 2011 CSR HIGHLIGHTS $49.3 35% ROGERS MILLION OF CUSTOMERS YOUTH FUND Invested in employee training Registered with e-billing, New national initiative to and career development, up from 25% in 2010 empower at-risk youth up from $42.7 Million through education 717 $71.4 97.3% EMPLOYEES MILLION Of supplier spend with Took part in the annual Contributed to build stronger Canadian companies or ‘bWell’ corporate challenge, Canadian communities those with offices in Canada a friendly competition around living a healthier lifestyle 31.6% $1.25 100% Of employees are MILLION Of paper purchased for visible minorities Raised by employees all Rogers magazines for the annual certified by the Forestry United Way campaign Stewardship Council 375 346 76% TONNES Employees with disabilities Employee Of telecom and IT-related Engagement benefitted from workplace products recycled, a 57% score accommodations increase over 2010 CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 7
  • 8. OVERVIEW ECONOMIC IMPACTS Our day-to-day business activities make a substantial contribution to the development and prosperity of local communities across Canada, as well as to the national economy. Creating Jobs, Investing in Careers Developing Communities In 2011, we employed 30,213 people across Canada, invested In 2011, we contributed $71.4 million in charitable donations $49.3 million in employee training and development and paid and gifts-in-kind to enrich our communities. $1.81 billion in employee compensation. As a large purchaser Fostering Innovation of products and services – Rogers worked with more than 37,000 suppliers last year – we support thousands of jobs in Each year we invest significantly in technology (“capital supplier companies. expenditures”), including in our broadband and wireless networks across Canada, to ensure extensive coverage in both Connecting Customers urban and rural areas. Over the past three years alone we Through the power of technology, we continued to make our have made $5.6 billion in technology investments. customers’ lives easier and more enjoyable. Across multiple In December 2011, we launched the Rogers Innovation Report, devices and screens – whether by smartphone, TV, PC or tablet a regular survey we conduct to explore Canadians’ habits and – Rogers connected its customers to innovative communications, views on technological innovations. information and entertainment experiences. Shareholder Value Creation Improving Business Productivity Rogers is a public corporation committed to delivering value Rogers makes businesses more productive, providing today’s to our shareholders. In 2011, our annualized dividend per workers with seamless access to critical information and share increased to $1.42, up from $1.28 the previous year. communications at the office, at home and on the road. Learn more about our financial and economic performance We support small businesses with access to technologies and in Rogers’ 2011 Annual Report to Shareholders. resources that help them manage and grow their companies. MARKET PRESENCE “ ACH YEAR ROGERS INVESTS BILLIONS OF DOLLARS E 2011 IN ITS NETWORKS AND IS AMONG THE TOP RD Rogers owned, dealer and retail outlets 3,400+ SPENDERS IN CANADA; INCREASING THEIR RESEARCH AND DEVELOPMENT BUDGET THROUGH THE RECENT Rogers TV Cable stations 34 ECONOMIC DOWNTURN.” Radio stations 55 Consumer magazines and trade publications 54 Brian Masse, NDP Member of Parliament from Windsor West, during a special recognition by federal MPs to celebrate Rogers’ 50-year anniversary. 8 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 9. OVERVIEW AWARDS RECOGNITION IN 2011 s for responsible investors. The index series is derived from rk of cutting-edge index design and calculation technology. Employee Engagement Leadership Innovation and over 2,000 potential • ogers the UK, the universe constituents. In was recognized R as one of Greater Toronto’s Top • arol Ring, Rogers’ Vice President, Strategic Initiatives, received C mark indices covering the Global and European regions, the US, Employers. This designation acknowledges employers that the Woman of the Year Award by Canadian Women in sset managers with a cheap and efficient basis for investment onmental Leaders Europe 40leadwhich focuses specifically in offering exceptional places to work Index their industries Communications. The honour recognizes an outstanding al practices. through progressive programs across a range of categories. woman who has made a significant contribution to the communications industry throughout her career, and who has • or the second year in a row, Rogers was named one of F contributed materially to the advancement of women within are looking to: Canada’s Top Employers for Young People. The distinction the industry. recognizes employers that offer the nation’s best benefits for younger workers and are leaders in attracting and retaining • ohn Hinnen, 680News VP and General Manager, and VP of J rand image etc) younger employees. Radio News Programming for Rogers Broadcasting, received the prestigious RTNDA President’s Award, the highest • ecognized as one of the 50 Most Engaged WorkplacesTM R honour given annually by the Radio-Television News Directors in Canada by “I Love Rewards”, a leader in employee reward ured products, and as a stock selection universe for actively Association of Canada. The award recognizes those who have and recognition solutions for companies across North America. made major contributions to broadcast journalism. Community and Corporate Responsibility • he Parliament of Canada recognized and celebrated Rogers T • nited Way presented Rogers with a Thanks a Million U for 50 years of driving Canadian innovation. e responsibility landscape and the changing nature of extra- Award, which recognizes organizations that contributed of undertaking. The index inclusion criteria have been designed more than $1 million in 2011. d accepted responsible investment criteria as they evolve. Environment • ogers was recognized by the Carbon Disclosure Project (CDP) R • ogers was recognized with a 2011 United Way Exemplary t universe, investors can be assured that companies in their R s they arise. and Accenture as a sector leader in their 2011 Canada 200 Award based on our employees’ generosity in supporting the Report. community through the annual United Way campaign. Rogers was in the top 10% of all employee workplace campaigns that Investor Relations onsultation process and are approved by an independent ran in 2011. • ogers won three awards at the IR Magazine Canada Awards, R elp shape the criteria, including NGOs, governmental bodies, d the corporate sector. • ogers continues to be included the FTSE4Good Index, an R the leading international awards honoring excellence and index that recognizes companies for their corporate responsibility leadership in investor relations: Best Investor Relations velopments in CSR practice, the inclusion criteria are revised ronmental and human rights records, and we are distinguished as a North American leader, criteria as well as new supply in the Technology and Telecom Sector; Best Earnings ements. FTSE then engages with companies to ensure that ranking ninth among companies across the continent. Conference Calls and Best Investor Relations Officer – hat do not meet the standards are deleted from the index Large Cap. nimise social and environmental risks. Companies with the ng requirements. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 9
  • 10. OVERVIEW CSR AT ROGERS CSR AT ROGERS PRODUCT STEWARDSHIP “ e’re always working to be better for our stakeholders, so they W EMPLOYEE ENGAGEMENT view us as a great company with which to do business, a leading COMMUNITY employer and a valued community partner.” ENVIRONMENT Rob Bruce SUPPLY CHAIN President, Communications Chair, CSR Governance Committee IN DEPTH
  • 11. CSR AT ROGERS VISION STRATEGY We align our business objectives with the hallmarks of strong citizenship to improve our bottom line while creating economic, social and environmental benefits for Rogers’ stakeholders. Our vision is to be the leading and preferred provider of innovative communications, entertainment and information “ O ACHIEVE OUR BUSINESS STRATEGY, WE FOCUS T services to Canadians, across any device, place or time. ON DELIVERING THE BEST INNOVATIVE SERVICES WHILE BEING A RESPONSIBLE, SUSTAINABLE Achieving leadership in our industry and the privilege of being COMPANY. IT’S CERTAINLY AN ONGOING EFFORT, Canadians’ company-of-choice entails more than offering AND WE CONTINUALLY SEEK OUT OPPORTUNITIES competitive prices, cool gadgets and dependable networks. TO EVOLVE OUR BUSINESS FOR THE BETTER.” We are diligent on many fronts to: • e the best at what we do in our three main lines of business – B Nadir Mohamed delivering reliable, safe, state-of-the-art products and services President and CEO, Rogers to the marketplace; • phold the highest ethical standards and demonstrate U transparency; • Be a best-in-class employer; • e a positive force in the community; and B • Be a steward of the environment. Our commitment to CSR is threaded throughout our organization, woven into our company policies, values, governance structure and stakeholder engagement channels – influencing everything from how we treat our customers and employees to the way we source, develop and advertise our products. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 11
  • 12. CSR AT ROGERS OUR VALUES The Rogers values are our guidelines for the way we work. They set us apart from the competition and help us reach our vision. How we work is every bit as important as what we work on. Embedding in Our Culture As business and social norms continue to evolve, we can’t Rogers employees identified them, and now it’s up to everyone expect to raise our game by playing the way we always have. throughout the organization – from those on the front line That’s why, in 2011, we defined a new set of core values. serving customers to executives focused on the strategic direction How We Chose Our Values of the company – to live them. To help us hold each other and ourselves accountable, the Rogers values are now embedded We defined what we expect from those we work for, among and into annual performance reviews and employee surveys, into the with across the organization. We asked our employees to weigh curriculum for our Managing Matters and Leadership Matters in on which qualities and values are important and why, which courses, and into our reward and recognition programs. yielded five clear themes that have become our core values. CUSTOMER FOCUS The customer is central in our balanced decision-making. At Rogers, we are passionate about our customers, and our continued success depends on their loyalty. We listen and work to meet their expectations for simplicity, value, convenience and choice. We strive to provide a superior customer experience across all touch points. TEAMWORK We build an environment based on collaboration, trust and transparency. We strive for excellence and help our colleagues do the same. We work in a safe and challenging work environment that values and recognizes individual contributions and diversity. COMMUNICATION We listen actively and have courageous conversations. We are open and transparent in our actions and communications. We treat each other with respect, dignity and honesty. Communication is key to clarity and understanding, and it’s a two-way process – listening and understanding are every bit as important as speaking clearly and unambiguously. ACCOUNTABILITY We drive our actions based on outcomes and focus on execution. We act ethically and with integrity in everything we do, we keep our promises, and we are caring partners in the communities in which we live and work. Accountability is all about taking personal responsibility for the work we do, our actions and the decisions we make. Regardless of the job we do, we all play a role in Rogers’ success – and how we honour our commitments, and do what we say we’re going to do, is critical for our colleagues, our customers and our communities. INNOVATION We foster first-to-market innovation and embrace calculated risk taking. We anticipate and create change, and work with speed and agility to develop creative, new approaches, products and services that deliver growth and competitive advantage. 12 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 13. CSR AT ROGERS CSR GOVERNANCE CSR is embedded in our corporate structure and managed within our overall framework of strong governance and internal controls. • ur CSR Governance Committee sets strategic direction O • he Board of Directors is responsible for the stewardship T and oversees Rogers’ CSR performance and progress. Led of the company, including approving goals, objectives and by Rob Bruce, President of Communications, the committee strategies. Learn more meets several times a year and comprises representatives from • he Corporate Governance Committee assists the board T relevant business units. There are six sub-committees, each led in developing, recommending and establishing corporate by a Rogers executive, which are focused on addressing our governance policies and practices and leads the board in material issues. its periodic review of the performance of the board and its committees. Learn more CSR GOVERNANCE COMMITTEE PRODUCT SUPPLY CHAIN ENVIRONMENT RESPONSIBILITY MANAGEMENT SUBCOMMITTEES CUSTOMER EMPLOYEE COMMUNITY TRANSPARENCY ENGAGEMENT CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 13
  • 14. CSR AT ROGERS MATERIAL ISSUES What concerns are top-of-mind for our stakeholders? What We have identified seven issues related to CSR, noted in issues have a high or potentially high impact on our business? the table below, that are most important to our business By listening to and consulting with our stakeholders, we learn and stakeholders. These areas reflect Rogers’ major social, what matters most to them. We also research emerging CSR environmental and economic impacts, and they influence topics, stay abreast of global reporting standards and consider stakeholder assessments of and decisions made toward us. the risks and opportunities that will affect Rogers’ long-term The composition and sub-committees of our CSR Governance sustainability. Committee are aligned to these material issues and help us address them. Our material issues have not changed since Rogers’ last CSR report and have remained consistent over the past several years. Material Issue Why It Matters EMPLOYEE Working for a socially responsible company is important to current and prospective employees. ENGAGEMENT They want an inclusive culture and workplace practices that deliver a great learning experience, a safe and accessible work environment, competitive compensation and an exciting career. Read more COMMUNITY Community groups count on us for funding and volunteer support. Some of the toughest economic INVESTMENT conditions in recent memory have made these needs more crucial than ever. Customers, employees and other stakeholders expect us to give back to the communities in which we live and operate. Read more CUSTOMER Customers expect us to be open, honest and transparent with them at all times, from details on our TRANSPARENCY pricing and products to clear marketing materials explaining how we’re protecting their privacy and security. Read more PRODUCT Customers expect us to provide safe, reliable and responsible products, services, content and facilities, RESPONSIBILITY while paying close attention to their environmental impact and overall life cycle. Read more ETHICAL Stakeholders expect us to have relationships only with contractors and dealers who adhere to values SUPPLY CHAIN and ethical standards of corporate conduct similar to ours. Prospective and existing suppliers expect us to have a fair selection process in place. Read more CLIMATE CHANGE Stakeholders expect us to recognize the magnitude of issues around climate change and to have ENVIRONMENT programs in place to reduce our carbon footprint. As a large publisher of print magazines, stakeholders want to know we’re responsibly managing our paper footprint too. Read more CSR VISION, Shareholders, investors, governments and community leaders expect us to be a good corporate citizen STRATEGY, with a strong CSR framework, vision, strategy and management systems, in place. Read more SYSTEMS 14 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 15. CSR AT ROGERS ETHICS INTEGRITY We are firmly committed to maintaining our long-standing reputation for the highest standards of integrity, ethical behaviour and good corporate citizenship. The Rogers Business Code of Conduct THE CODE COVERS TOPICS INCLUDING: This comprehensive policy spells out the values, ethics and business conduct expected of Rogers employees in their • espect and dignity in the workplace R dealings with customers, vendors, the public, fellow employees • Adherence to the law and other stakeholders. Available on our website, all Rogers employees must review, understand and fully comply with this • Protection and proper use of company assets policy, as well as complete annual online training to refresh • Health and safety their knowledge. We carefully monitor training completion rates • Environmental responsibility and perform audits to verify that our employees are compliant. Failure to adhere to any and all provisions of the Rogers Business • Computer access and use of electronic media Code of Conduct may result in discipline up to and including • Confidentiality termination of employment and/or legal action. • Anti-corruption procedures We also have a separate Directors Code of Conduct and Ethics for directors of the company. • Conflicts of interest • Public disclosure and insider trading Whistleblower Program We have a strong whistleblower program in place. Employees are expected to report any suspected business, ethical or financial misconduct to the Rogers STAR Hotline. To ensure complete anonymity, an independent service provider handles every contact with the Rogers STAR Hotline confidentially. Management carefully investigates all reported incidents, regardless of the employee’s status. Prevention, Detection and Response Our corporate fraud and risk management approach is focused on three objectives: prevention, detection and response. We perform various audits and reviews to detect instances of unauthorized account access, fictitious invoices and fraudulent expense claims, along with many other types of fraud and misconduct. Departments such as Corporate Investigations, Fraud Management, Retail Loss Prevention and Internal Audit are just some of those involved in helping to detect and prevent fraud at Rogers. Our Corporate Investigations team probes all instances of fraud and misconduct. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 15
  • 16. CSR AT ROGERS OUR CLICK TO LEARN MORE STAKEHOLDERS Customer Feedback Employee Feedback Our stakeholders represent a constellation of diverse interests. We believe their honest feedback and ideas keep us healthy, connected and cutting-edge. Forging and maintaining healthy Engaging with stakeholders: • ells us what we’re doing right, while T relations with our stakeholders is about • osters open dialogue, builds trust F bringing problems or concerns to the listening, understanding and respecting and helps us develop strong, long-term surface; their diverse needs and interests, and relationships; • ests our prevailing assumptions and T responding in ways that are meaningful refreshes our mindsets so that we and transparent. • llows us to understand and deliver A remain innovative, responsive and the programs, products and services focused on continuous improvement; they want; and • llows us to better target our CSR A investments for maximum impact. Main Stakeholders Forms of Engagement CUSTOMERS • Office of the Ombudsman • Emails, letters, telephone calls • Customer Satisfaction surveys (CSAT) • Complaint resolution process • Focus groups • Social media sites EMPLOYEES • mployee surveys and focus groups, including E • Online live chats with executives the R10 engagement survey twice annually. • Town halls • ne-on-one employee/manager discussions O • Employee intranet, blogs, forums • 360-degree feedback process ENVIRONMENT • ngagement with environmental consultants E • Emails, letters, telephone calls • Meetings with environmental groups • Employee participation COMMUNITY • Outreach programs • Memberships • artnerships with community groups P • elationships with government officials R and not-for-profit organizations and regulatory bodies • Emails, letters, telephone calls • articipation in multi-stakeholder conferences, P • Employee volunteerism forums and research initiatives SUPPLIERS • nteraction with the Rogers I • Emails, letters, telephone calls Procurement team • Site visits to factories and supplier offices INVESTORS • eetings and feedback sessions with M • Shareholder information events mainstream and socially responsible • Investor surveys and consultations investor groups • Emails, letters, telephone calls 16 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 17. CSR AT ROGERS PUBLIC POLICY We believe in contributing to the development of sound public policy affecting Canada’s communications sector. Rogers operates in a highly regulated industry, and we are Rogers is a registered lobbyist. We do not make corporate therefore actively involved with governments and regulators contributions to political parties or politicians at the federal level, in Canada. We participate in public policy processes and but do so in provinces where permitted and ensure that the Rogers executives have discussions with federal and provincial contributions conform to provincial guidelines. Rogers does not decision makers about regulatory issues of importance in the receive significant financial assistance from government. communications sector. PARTNERSHIPS Rogers has many partnerships and affiliations in an effort to be a strong, involved corporate citizen. Some examples include: CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 17
  • 18. OVERVIEW PRODUCT STEWARDSHIP CSR AT ROGERS PRODUCT STEWARDSHIP EMPLOYEE ENGAGEMENT “ ur commitment to responsible business means that we address O COMMUNITY social and environmental aspects across the product life cycle.” ENVIRONMENT Raj Doshi SUPPLY CHAIN Vice President, Products IN DEPTH
  • 19. PRODUCT STEWARDSHIP OUR APPROACH “ ou don’t need big words and fancy charts to build a business. Y You need to know what the customer wants and give it to them.” Ted Rogers Our mission is to enrich and simplify the lives of our customers, Management connecting them to innovative communications, information Two sub-committees of the Rogers CSR Governance Committee and entertainment experiences. This entails much more than are responsible for reviewing and directing matters related to introducing the newest and fastest devices to the marketplace. product stewardship: We strive to bring people, content and devices together in seamless, reliable ways that people depend on in their home • he Product Responsibility Sub-Committee oversees T and work lives. Further, we strive to bring these innovative company-wide policies, processes and systems designed to experiences to Canadians first, before any other carrier in the ensure we offer products and services in a responsible fashion. country. • he Customer Transparency Sub-Committee oversees T Across the product life cycle – from design, manufacturing Rogers’ communication and disclosure practices to ensure they and transport to packaging, usage and end-of-life – we take are clear, transparent and accurate. health, safety, environmental and other issues into account. Our Customer Commitment This holistic approach is most relevant to our wireless and media businesses, which sell tangible products such as cell phones and The Rogers Customer Commitment is our pledge – developed publications. We focus on ensuring our offerings meet customer with customer and employee input – stating clearly what and community expectations, as well as our own criteria for Canadians can expect from their experience with us. Updated quality, social responsibility and environmental respect. in 2011, it’s a living document that evolves as customer needs change and our capabilities expand, demonstrating our desire to constantly improve. 2011 Challenges/Issues Our Response ROAMING COSTS Rogers Wireless launched Canada’s first real-time usage alerts to help Roaming costs have been an ongoing concern for customers manage their data usage while travelling outside the country. customers, who told us they don’t have a true sense of The alerts take the guesswork out of roaming. We also introduced new how much data they use when travelling abroad. data passes to offer more choice and ways to save, creating a worry-free travel experience. UNLOCKING PHONES We now offer the option to unlock phones for customers whose We received customer feedback that they would like to contracts have expired or who received no subsidy towards the initial have the option of unlocking their phones at the end of purchase of their phone. their contracts. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 19
  • 20. PRODUCT STEWARDSHIP RESPONSIBLE PRODUCTS We work hard to make sure our products and services conform to the best possible standards, produce minimal impact on the environment and don’t compromise the well-being of our customers. Compliance is Only the Starting Point Through our website and information materials, we encourage Our meticulous attention to product responsibility, from our customers to make safe driving their first priority and avoid packaging and transport to product advertising and disclosure, using cell phones unless in a hands-free position while behind begins by complying with all applicable regulations. the wheel. We are also sensitive to the safety concerns of families with young children. For example, Rogers Cable services Respecting the Environment include a four-digit code to prevent children from viewing age- As detailed in the Environment and Supply Chain sections of this restricted video-on-demand services. report, we consider environmental outcomes across the product Ensuring Customer Privacy and Security life cycle and look for opportunities to avoid or minimize any negative impacts. Our Phones for Food program, for example, We uphold strong privacy practices and provide our employees is one way we demonstrate responsible recycling and disposal with privacy training. Compliance with the Rogers Privacy Policy of cell phones at end-of-life. is a condition of employment. A Comprehensive Approach to Health and Safety Technology is constantly changing – and Internet hackers are getting smarter. That is why we use the most up-to-date security We treat customer health and safety very seriously, and will technology and our security systems are regularly reviewed to not sell or do anything unless it meets legislative requirements, ensure that our standards are maintained. In addition, customers industry best practices or our own high standards in this area. can shop with confidence at www.rogers.com with protection We evaluate the health and safety aspects of our products over by our Secure Shopping Guarantee. the course of their life cycle. Internal product review plans are in place to address any product issues, such as recalls. ADDRESSING CONCERNS ABOUT RADIO FREQUENCY FIELDS The issue How Rogers is responding With the exploding popularity of Numerous studies over the years and ongoing monitoring by the World Health wireless devices such as smartphones Organization (WHO) show no evidence of any health risks for adults or children. Rogers and tablets, we are aware that there follows all Canadian government standards and requirements, including Health Canada’s are public concerns about the safety of Safety Code 6, as they relate to wireless device signals and antenna towers. Canada was exposure to radio frequency (RF) fields among the first industrialized countries to develop RF exposure guidelines, in the form of (also known as electro-magnetic fields) Safety Code 6, in 1979. This code is updated regularly, with the latest revision in 2009. and microwave radiation emitted from Industry Canada conducts assessments on broadcasting and telecommunications mobile communication devices and devices, including those operated and/or offered by Rogers, to ensure compliance with cell towers. Mobile communication Safety Code 6. devices use RF to transmit data and rely on a network of towers to relay Rogers is committed to continuous learning in this area and staying up to date on information between users. research developments. 20 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 21. PRODUCT STEWARDSHIP CUSTOMER TRANSPARENCY Clear Communication Enshrined in the Rogers Business Code of Conduct is our commitment to “promote full, fair, accurate, timely and understandable disclosure.” We want to help our customers understand the products and services they purchase. All of our customer service employees are trained to provide clear and transparent explanations of Rogers’ prices and any additional charges or fees that are applicable. Responsible Marketing We develop and review our advertising materials, sales literature and product operating instructions in line with standards mandated by the Consumer Packaging and Labeling Act, the Competition Act and other applicable legislation. To ensure our marketing communications meet high ethical standards and regulatory requirements, we are a member of the Canadian Marketing Association and our communication materials are subject to extensive internal review. Consumer Protection Legislation Rogers is leading the charge for a national consumer protection “ ONSUMER RULES, IF SENSIBLY INTRODUCED, CAN MAKE C code to be enacted and enforced by the Canadian Radio- WIRELESS AGREEMENTS SIMPLER FOR CONSUMERS AND television and Telecommunications Commission (CRTC). This will MAKE IT EASIER FOR THEM TO ENJOY THE BENEFITS provide a harmonized consumer protection code for Canadians. OF WIRELESS TECHNOLOGY. ROGERS IS COMMITTED TO MAKING A LEGALLY BINDING CONSUMER CODE Service Reliability AVAILABLE TO ALL CANADIANS. THE IDEAL SOLUTION IS Rogers is dedicated to maintaining service availability during A SINGLE COMPREHENSIVE NATIONAL CONSUMER CODE emergencies or unexpected events. We regularly upgrade THAT WILL PROTECT CONSUMERS IN A REASONABLE our infrastructure and build back-up systems to improve their AND CONSISTENT MANNER.” reliability. We also develop plans to communicate with our customers and to restore service – or offer additional service Ken Engelhart, support – when major incidents, including extreme weather, Rogers’ Senior Vice President, Regulatory affect the communities where we operate. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 21
  • 22. PRODUCT STEWARDSHIP CUSTOMER FEEDBACK We constantly communicate with our customers, and give them easy- to-use tools to provide candid feedback and insights. Customer Satisfaction (CSAT) surveys Social@Rogers We conduct regular CSAT surveys, both overall and by key Rogers has a dedicated social media team to engage with business areas, to gauge customer satisfaction with their Rogers customers, with the Social@Rogers site as our central hub for relationship and our service delivery. We also conduct regular all of our social sites, including our blogs, Twitter, Facebook, transactional surveys, which allow customers to comment on YouTube and community forums. When customers tweet their recent dealings they have had with us, ranging from calls made issue or want product and service details, we’re there to deliver to our Credit Operations group to a service installation provided helpful information. No other Canadian telecom company is by a technician. leveraging social media on this level. Plus, we’ve never been closer to our customers, on or offline. Office of the Ombudsman As another communication channel, customers can contact our Office of the Ombudsman if they have unresolved problems. Blogs Redboard and FilRouge are our official English and French blogs, respectively, where we geek out about the latest technology, explain our services and policies, and answer customer questions. Customers participate by sharing their feedback – both the good and the bad. Community Forums In 2011, we launched two online forums: Rogers Community and Fido Community. These are places for customers to discuss technical issues related to Rogers’ and Fido’s products and services. Because forums are peer-driven sites, our customers are helping each other out every day. Since launching, close to 75,000 users have registered with the forums and 17 million messages have been viewed. 22 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 23. PRODUCT STEWARDSHIP PROBLEM RESOLUTION If we’re serious about our commitment to the customer experience, we have to get the basics right. And that starts with resolving the problems we know are customers’ biggest pain points. Our goal is to reduce or eliminate the problems that most significantly impact customers by: “ AM COMMITTED TO REVIEWING ALL CUSTOMER I SUBMISSIONS AND BRINGING FAIR AND REASONABLE • nsuring customers only need to contact Rogers once to get E SOLUTIONS TO ROGERS CUSTOMERS.” an issue resolved. • nsuring they only have to provide their problem or issue once. E Kim Walker, Ombudsman • ollowing up with them to resolve a problem when it is not F fixed the first time. • aking ownership to solve their problem. T Office of the Ombudsman While the vast majority of customer service inquiries are • esolving their issue quickly. R resolved by our front line employees, the Rogers Office of the Putting Problem Resolution for Customers First Ombudsman acts as our highest level of support for customer escalation. The office was created in 2009 and we are the first Customers have told us what their issues are and employees and only carrier in North America to have an internal body for have weighed in providing great feedback on how we can help problem resolution. resolve them. In 2011, we introduced new problem resolution tools and processes to make the kind of improvements our As a neutral body that works independently from Rogers' customers want to see. Customer Support teams, the Ombudsman attempts to resolve customer complaints for all Rogers’ businesses by investigating • allbacks and Follow Ups is a new process designed to C both sides of an issue and assisting the parties in reaching a fair save our customers time and eliminate their frustration by and reasonable resolution. Most disputes are handled within empowering our front line teams. Front line agents can now 30 days of receiving the complaint. take time off the phones to investigate an issue that can’t be resolved right away, and call the customer back to follow up In 2011, the Ombudsman’s office received 2,762 customer with a solution. Our employees tell us they are happy with complaints. Most of these were forwarded to Rogers’ Office the process because it allows them to concentrate on the of the President for resolution, with the Ombudsman handling customer and take more ownership, especially when resolving 265 customer cases that required an in-depth investigation. a complicated customer issue. • e launched a new and improved knowledge management W tool, named IQ, for our front line employees. It’s loaded with CLICK TO LEARN MORE all of the information they need to answer our customers’ questions and resolve their issues. IQ was designed with Read the Ombudsman’s feedback and input from call centre employees through 2011 Annual Report forums, surveys and interviews. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 23
  • 24. PRODUCT STEWARDSHIP DIVERSE NEEDS Rogers’ customers truly represent Canada’s rich diversity. We tailor our offerings to meet a variety of language and cultural preferences, as well as special needs. Multicultural Marketing Council Accessible Products and Services Our Multicultural Marketing Council, in its second year of Our goal is to make all customer touch points as accessible as operation, continued to advance strategies for reaching out possible so everyone, including older or disabled customers, to diverse communities. The council is made up of about can benefit. To that end, we integrate inclusive design and 200 Rogers employees who collectively speak more than 35 accessibility features into our products, services, stores and languages and provide valuable insights into different cultures. technologies. A Special Needs section on our website outlines Multicultural Programming all of our accessible product and service offerings, which include: Through the Rogers Media network of television and radio • lternative billing formats (Braille, large print, electronic); A stations, we produce and broadcast multicultural programming • Voicemail-to-text service; in a wide variety of languages. One example is the weekly Aboriginal radio program Bamoseda (“walking together” in the • essage relay service, including TTY and IP Relay; M Anishinabe language), which discusses important issues from a First Nations perspective. • VoicePrint; There are 85 multicultural channels in over 20 languages • escribed video service (DVS) programming; D available through Rogers Cable, including more than 30 South • ig button remote controls pre-programmed to provide B Asian offerings. Rogers’ OMNI Television was the first Canadian single-button access to DVS content; multilingual broadcaster to digitally stream its newscasts to five non-official language communities each weekday, including • ogers on Demand Online, providing accessibility with R Cantonese, Italian, Mandarin, Portuguese and South Asian “TV Everywhere” functionality; and editions. • hones with accessibility features such as screen reader P Connecting Rural Communities software, touch screens, TTV and hearing aid compatibility, and voice commands. Canada’s first mobile phone designed Technology plays a vital role in connecting many remote specifically with seniors in mind, the Doro PhoneEasy, and low-population communities. Access to information features a large keypad with separated keys, a programmable and communications is essential to help these areas develop emergency key and an easy-to-read colour display. economically, so we are proud of the network coverage provided by Rogers - the Canadian population covered is 95% by GSM, Rogers has customer service representatives who are able to 90% 4G HSPA+. interact with customers in Cantonese and Mandarin, as well as French and English. Affordable options We are committed to ensuring all customers, including students and lower-income customers, have affordable pricing and service package options. Our budget-friendly chatr wireless brand, for example, offers no-frills unlimited wireless talk and text services for a low monthly cost. 24 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 25. PRODUCT STEWARDSHIP SCORECARD The scorecard below summarizes our progress in meeting the priorities we set for 2011. CSR SCORECARD 2011: PRODUCT RESPONSIBILITY  Achieved  Made Progress  Not Achieved WHAT WE SAID WHAT WE DID PROGRESS • Consistently improve customer service. • ntroduced new problem resolution tools and processes, such as I Callbacks and Follow Ups, to empower our front line teams to resolve issues and save our customers time. • eployed Canada's first 4G LTE wireless network and made D significant progress on the deployment of DOCSIS 3.0 Internet  capabilities across our cable TV footprint.. • pdated the Rogers Customer Commitment to articulate what U customers can expect from us. • rovide a safe and healthy environment P • Maintained high health and safety standards in all of our stores. in stores.  • Protect privacy at all times. • aintained strong privacy and information security policies, M practices and training.  • ontinue to improve the accessibility of C • aunched Small Business Specialist program to give owners L our products and services. direct access to in-store trained specialists at 157 retail locations across Canada. • eployed SpeedBoost technology, giving high-speed Internet D subscribers a faster, superior online experience. º • aunched roaming services with over 650 operator networks in L more than 220 destinations so customers can use their wireless device to stay connected around the planet. Continue to: • larify billing and charges by simplifying C • ade significant progress in simplifing rate cards and contracts, M rate cards. including through clearly articulated and transparent charges, pricing and information • implify contracts to ensure customers S understand terms and benefits. • ntroduced Roaming Data Passes, giving cost certainty and I peace of mind. • romote greater flexibility in contract P terms. • ade progress in enhancing customer flexibility. Examples include M º sharing of data across plans and devices and launch of Rogers • ntroduce new product solutions to I AnyPlace TV, which allows subscribers to consume content across simplify long distance and roaming TV, PC, tablets and smartphones. charges. • rovide flexibility in how customers P can consume data and access content CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 25
  • 26. OVERVIEW EMPLOYEE ENGAGEMENT CSR AT ROGERS PRODUCT STEWARDSHIP EMPLOYEE ENGAGEMENT “ e are constantly working to build a place where our talented W COMMUNITY employees are enthusiastic, comfortable and inspired to work.” ENVIRONMENT Tony Cimino SUPPLY CHAIN Vice President, HR Services Total Rewards IN DEPTH
  • 27. EMPLOYEE ENGAGEMENT OUR APPROACH Success, innovation and development are all borne of momentum, and momentum comes from the people who drive it. We want Rogers to be a place in which employees feel proud, where they look forward to making a contribution, and where 2011 WORKFORCE* each has the chance to do their best work every day. Full-time employees 24,332 To achieve that, we work hard to: Part-time and contract employees 5,881 • reate a culture of employee engagement; C TOTAL EMPLOYEES 30,213 • Encourage and respect diversity; and BY REGION • rovide leading workplace programs and practices, from far- P Alberta 933 reaching benefits to customized training, development and British Columbia 1,981 personal assistance programs. Manitoba 239 No other Canadian company has career opportunities that New Brunswick 1,398 include producing television and radio programming, creating Newfoundland 218 magazine content and providing cable and wireless services. Noca Scotia 97 We know that investing in our people and fostering a great Ontario 21,660 employee experience contributes to job satisfaction, increased PEI 6 productivity and personal development. Quebec 3,446 Employee feedback, along with external recognition as a top Saskatchewan 70 employer, is proof that we’re doing the right things. But the only thing consistent around here is change. We are always looking Yukon 12 for ways to be even better. US UK 153 TOTAL 30,213 * Includes full-time, part-time and contract employees 2011 Challenges/Issues Our Response DRIVING BEST-IN-CLASS EMPLOYEE ENGAGEMENT We developed and launched the new R10 engagement survey twice a year. The results from our first survey in October 2011 showed a growth in both employee participation and engagement. ATTRACTING A LARGE NUMBER OF TALENT We hired over 11,000 people in 2011. Rogers was chosen as one of AND OVERALL SOURCING FOR CRITICAL ROLES Canada’s Top Employers for Young People and won the Innovation in Employment Branding Award from the Human Resources Professionals Association for our sourcing and attraction strategies. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 27
  • 28. EMPLOYEE ENGAGEMENT TOTAL REWARDS We know that rewarding our people is a valuable investment in our own success. So we back up that commitment with an integrated package that rewards initiative, innovation, leadership, teamwork and outstanding service. Comprehensive Benefits Rogers offers a comprehensive benefits plan and wealth BENEFITS AT ROGERS INCLUDE: accumulation program that provides employees and eligible • health benefits plan in which employees can customize A dependents with extensive healthcare and financial benefits. their coverage and Rogers pays 75% of the premiums. All benefits are effective immediately for full-time employees • defined benefit pension plan for new employees, A and after three months of continuous service for part-time with company contributions to 4% of salary. employees. • share purchase plan for all employees (up to 10% A Competitive Compensation of annual pay), with graduated company match. We participate in outside salary surveys annually to ensure compensation levels at Rogers remain competitive. We believe • roup RRSP G in a pay-for-performance culture and have incentive programs • referred rates and placement for child care and elder care. P that are tied to each individual’s achievement, the success of departments, and to the overall company reaching its goals. • iscount of up to 50% on most Rogers products and D services, including cable, wireless, Internet, home phone, Recognition movie rentals and Toronto Blue Jays tickets. In 2011, we expanded our recognition program to help us more broadly acknowledge the achievements of our people. There are • pecial third party deal on car rentals, hotel stays, S three categories of recognition, awarded three times annually: amusement parks, gym memberships and more. • usiness Impact Awards recognize employees whose B commitment to innovation results in approaches, services or products that advance our business and help us deliver on our business strategy. • ommunity Involvement Awards celebrate employees who C invest their time and commitment in the communities where we live and work. • ustomer 1st Awards, our original reward program, honour C those who go above and beyond to strengthen the customer experience. The top winners in each of these three categories annually are given an Employee of the Year Award. Our CEO then picks from among the Employees of the Year to receive a CEO Award, a new honour rewarding outstanding achievement. 28 ROGERS COMMUNICATIONS INC. CSR REPORT 2011
  • 29. EMPLOYEE ENGAGEMENT EMPLOYEE FEEDBACK Entrepreneurial spirit is the foundation of Rogers and our culture thrives on the sharing of ideas and two-way communication. Channels for Feedback and Input Employees have opportunities to express their thoughts, ideas and feedback to management at all levels in the company. Some examples include: • nline live chats with executives: Scheduled throughout O the year, these real-time chats with senior leaders, including the CEO, allow employees to ask questions and receive answers directly. • nline employee jams: These online sessions allow our O people to provide candid thoughts and insights into specific issues facing the company, such as ways to improve costs and productivity. Within a week of each online jam, we close the loop by providing a short summary of the feedback and what is being done with it. Measuring Employee Engagement In 2011, we launched a new employee engagement survey called • own halls: Across Canada, we host town hall sessions where T R10. This 10-question confidential survey process, held twice employees can listen to our senior leaders speak about the yearly, helps us collect feedback on critical questions. Employees company’s strategic direction and priorities, and about broad respond on a five-point agreement scale to statements such as industry issues. “I am proud to say that I work for Rogers” and “Overall, I am • logs: A number of senior leaders, including the President of B extremely satisfied with Rogers as a place to work.” Communications, maintain internal blogs that discuss a range Our most recent survey was conducted in October 2011, of topics. Employees can comment and rate each blog. resulting in a participation rate of 71%, or 21,474 respondents, • 60-degree feedback program: We use a 30-question, 3 and an engagement score of 76%. customized, 360-degree assessment that is based on the We act on what employees tell us right away. The Rogers senior leadership behaviours that support our corporate values. leadership team is presented with the results and managers are able to view the results online. Executives and managers must develop action plans to address gaps and issues identified in the findings. CSR REPORT 2011 ROGERS COMMUNICATIONS INC. 29
  • 30. EMPLOYEE ENGAGEMENT HEALTH WELLNESS Rogers takes the overall physical, mental and emotional well-being of our employees seriously. Health and Safety • omplimentary flu shots – in 2011, 2,096 employees received C Rogers is dedicated to providing a safe and healthy work vaccinations; and environment for our employees, as well as contractors, • riendly health challenges at work, like the Fruit and Veggie F volunteers and the general public. Chase, whereby 717 Rogers employees participated on 177 • e maintain a Health Safety (HS) Policy, as well as a W teams, competing toward a healthier lifestyle. number of related procedures to recognize various health and • t our headquarters in Toronto and at Rogers Park in A safety codes, regulations, acts, standards and the Rogers HS Brampton, employees can use dedicated fitness facilities and Procedures. HS topics are also covered in formal agreements take exercise classes such as spinning, yoga and aerobics. At with worker unions. these locations we also have medical centres staffed with • ll levels of senior management are responsible for promoting A general practitioners, nurses, chiropractors, physiotherapists and improving HS performance within their operations. and a registered massage therapist. • e operate 65 joint management-worker health and safety W • e host an annual Health and Safety Fair to deliver guidance W committees across Canada, representing 100% of our on personal health and wellness. workforce, which help monitor and advise on our programs. • very Wednesday during the summer months, we host a E • mployees complete a wide variety of safety training programs, E farmers market, where employees can buy organic and locally including courses through e-learning, to ensure they have the grown produce, breads, meats, and baked goods. appropriate knowledge to safely complete their tasks. In addition, we offer the voluntary Employee and Family • here is an active HS committee or representative at each T Assistance Program (EFAP), which provides confidential Rogers worksite, and we maintain procedures and perform counselling and referral services on a variety of personal, work- inspections to safeguard our technicians and field staff. related and health concerns, including serious diseases. • e set performance goals and targets for each Rogers W In 2011, we introduced the FLASH Hotline to offer the latest business and evaluate our performance on an annual basis. health alerts and severe weather updates so all employees can stay informed and avoid traveling to work in potentially Overall Wellness dangerous conditions. • ow in its fourth year, bWell is our comprehensive wellness N Flexible Work Options program that covers the entire spectrum of employee health at Rogers. Through the program we offer: Employees can choose among a variety of flexible work arrangements, including flexible start and finish hours, • dedicated bWell website that provides articles on nutrition, A telecommuting and a shortened work week. Employees can stress, fitness and other topics; contact details for Rogers also request an unpaid leave of absence, whether for education, wellness representatives in each city; and health tools, taking time to care for a terminally ill family member, or looking including a calorie calculator, body mass index calculator and forward to spending time with family. Rogers administers heart rate calculator; approximately 8,000 employee leaves of absence annually, and in 2011, we launched a new online tool to make the process • ealth and wellness initiatives during National Wellness Day H simpler for managers and employees. in September; 30 ROGERS COMMUNICATIONS INC. CSR REPORT 2011