2. Based on the accepted core values of
modesty, respect and proximity to
people, the Sabancı Group regards basing all
corporate conduct on the awareness of
social responsibility as an unchangeable
core component of its management
approach.
Gender inequality is one of our strategic
working areas in this context.
Summary
Besides, as a part of our Corporate
Social Responsibility Principles, we
encourage our employees to take part in
social and societal volunteering.
Considering all these aspects we have
initiated Sabancı Volunteers Programme
which is the largest corporate
volunteering programme of Turkey.
3. Sabancı Holding is the parent company of Sabancı
Group, Turkey’s leading industrial and financial
conglomerate.
Sabancı Group companies are market leaders in
their respective sectors that include financial
services, energy, cement, retail and industrials.
Sabancı Volunteers Programme is coordinated by
corporate communications directorate of
Sabancı Holding.
The headquarter and main operation area of
Sabanci Holding is Turkey but also Sabancı Group
companies currently operate in 16 countries and
market their products in regions across Europe, the
Middle East, Asia, North Africa, North and South
America.
Thus, the programme covers all Sabanci
employees in these countries.
Short Statement of the Problem or
Opportunity-1
4. Sabancı Group is fortunate to have one of the
most socially conscious Sabancı Foundation
with considerable, valuable experience and
Sabancı University while determing the concept
of the programme.
In 2015, in an effort to extend the scope of
the philanthropic works of the Group,
create synergy among employees, and use
the qualified workforce more effectively
and efficiently for the act of common good
of society, Sabancı Volunteers Programme
which is the largest corporate volunteering
program in Turkey is put into action.
The program is implemented in two phases: the
online trainings to be communicated to more
than 64.000 Sabancı employees, and the
volunteering projects which are developed by
Sabancı employees.
Short Statement of the Problem or
Opportunity-2
5. Since the first 3 years’ focus is on “women”, online trainings consisted of
five modules on "Concepts and definitions on gender inequality",
"Education and Gender", "Business and Gender", "Violence Against
Women", and "Early Marriage".
Likewise, volunteering projects have been focused on women issues.
For the first year, we have started with a target of 500 volunteers who
will be active in the projects.
Short Statement of the Problem or
Opportunity-3
Online Training on Gender Issues
6. We have aimed to reach 40 cities
that Sabancı companies operate and
cover almost the half of Turkey.
In 9 years, the program aims to
create a community of 45,000
Sabancı Volunteers that actively
create permanent values in the
society.
Compulsory online trainings will be
delivered to more than 64.000 both
blue and white collar Sabancı
employees.
Every newly hired employee will also
have to complete this training.
Short Statement of the Problem or
Opportunity-4
7. Sabancı is one of the most reputable
brands of Turkey and perceived as the
most socially responsible company by
the Turkish public.
This is proved by the Corporate
Reputation Research done in every two
years and other independent researches
done by several different organizations.
In terms of social needs, Turkish people
expect the company to support every
aspect of their lives.
On the other hand, the internal research
also show that Sabanci employees are
also highly sensitive to societal platforms
and they tend to support if any
opportunity occurs.
Research-1
8. On the other hand, while defining the main
working area, gender equality has been
selected as it is one of the most problematic
areas in Turkey, according to various studies
done by local and international institutions
and Sabanci Group has been putting great
effort to empower women’s position in social
and business life since its foundation.
Thus, this platform has been created to
answer both expectation of employees and
the society while extending the scope of our
knowledge and experience.
Research-2
9. In terms of the communication
objectives, firstly we aimed to create
awareness of the programme
and engage employees into it.
In addition, strengthening employee
loyalty and position them as the
advocates of the company while
enhancing Sabancı brand image as
the most socially responsible
brand of Turkey was among our
objectives.
Also we are determined to increase
awareness of Sabanci employees
about gender issues.
The success of the programme has
been evaluated regarding several
criteria including number of
applications, number of
attendance volunteering
training, number of projects and
their continuity.
Planning-1
10. Besides, these numerical indicators, it is expected from
volunteers to submit quarterly reports regarding the progress of their
projects.
The reports include details such as the problems faced and their
solutions, feedbacks from stakeholders, fund raising and budget
management details.
Besides, a volunteering perception research has been conducted in
the beginning of the programme in order to get the insights. This will be
repeated once a year.
For the online trainings, a survey is conducted after they complete it in
order to analyse how their perception of gender inequality has changed.
Planning-2
11. Sabanci Group employees are the first target
audience and their participation in the project is
critical for success. We wanted them to apply to be a
volunteer and take the necessary training.
Besides, we expected all Sabanci employees to
complete the online trainings in order to change the
mind-set about gender issues. In a larger scope,
community where we operate is targeted as the aim
is to create solutions for their needs.
For the kick-off “Sabanci extends its philanthropic
experience” and “the largest corporate
volunteering programme of Turkey has started”
messages has been delivered.
Secondly, we have stated that we are trying to create
solutions for the gender inequality problem of the
society.
We also underlined that our power comes from our
employees. As the projects started we have given
messages about the projects in order to show the
progress to public and encourage other employees to
join the programme.
Planning-3
12. Planning-4
Internally, we also gave motivational messages
that underlines the importance of each project and
effect it creates.
The plan was based on external and internal
communication. The both aspects supported each
other. The kick- off was planned with a
press conference involving all parties of the
project, Chairman, HR, Sabanci Foundation and
Corporate Communication.
The internal messages were sent just after the
press conference announcing the lauch. The
internal messages from top management were
prepared for each- mile stone of the project
including the opening of applications, beginning of
trainings, The World Volunteering Day.
13. Planning-4
Also viral videos were one of the tools that
show the misconceptions about gender issue
and increase awareness of the project.
Online platforms were created for the
project including, web site and social
media channels.
Besides, internal online platforms and
newsletter were another strong media to
reach the target audience.
15. Planning-5
From the initial steps of the project our
Chairman, the General Manager of Sabanci
Foundation and Head of HR has been involved
in all planning process and gave support at
the highest level.
Chairman, Head of HR, General Manager
of Sabanci Foundation and Corporate
Communication Director were present at
the press conference and gave their
messages about the programme which has
shown the importance given to the
programme.
After that, Chairman and CEO encourage
employees to participate in the volunteering
program in person with motivational letters.
Similar letters regarding the milestones of the
programme continued afterwards also.
In addition, all management team, including
Chairman and CEO have mentioned the
importance of the programme in their
statements to employees.
16. Execution-1
An integrated plan was
implemented.The launch of the
programme has been done with a
press conference where Chairman, Head
of HR, General Manager of Sabanci
Foundation and Corporate
Communication Director have attended
with high media interest.
Just right after the press conference, an
internal message was sent to the
employees. Chairman has given video
messages for the trainings in order to
increase motivation for participation.
Top management did not miss any
opportunity to communicate with
employees via internal messages since
the lauch of the programme.
17. Execution-2
Press bulletins about the projects are
sent to the national media periodically
and excluive interviews are conducted
since the begining.
Sabanci Group newsletter is also critical
medium and actively used in the
communication process. We created a
Sabancı Volunteers facebook page in
which good examples of teams are
revealed with photos and stories
behind.
19. Execution-3
Also, through daily updates in twitter
account and web site of the
programme, public is aimed to be
informed.
Also World Women Day and World
Voluntering Day are celebrated
through social media campaigns.
Sabancı University Gender Forum
worked for the programme while
shaping the online trainings content
on gender inequality. Instead of a
standard, written online training,
video was selected as a tool.
Celebrities were used in online
training videos to grab more
attention.
20. Execution-4
While designing the programme, we
were expecting some challenges like:
insufficient application for
volunteering, employees that cannot
balance the office work and volunteer
work. But luckily, Sabanci employees
have internalized social
responsibility very strongly and did
not face such problems.
Although we did not deliver fund and
free time for volunteering during work
time, our volunteers successfully
implemented their projects with team
work and fund raising activities.
21. Outcomes and Evaluation
The programme was highly welcomed
and internalized by employees.
Although we have targeted 500
volunteers for the first year, the
application process ended up around
1.000 applications.
Besides, we had volunteer
applications from non-Sabanci
employees but unfortunately we did
not have chance to involve them into
programme.
The details of the programme was
conveyed to team leaders with 8
volunteering trainings in Ankara,
İstanbul, İzmir and Adana comprising
of employees working in 40 different
cities. We have planned to arrange 7
volunteering trainings but due to high
number of demand, we had an
additional training session.
22. Outcomes and Evaluation
Currently, we are running 45 women-centered projects in 11 Sabancı Group
companies.
Project teams consist of team leaders’ colleagues, family members, and suppliers of
their company which increased the impact of volunteering in the society.
By the help of the projects, we have supported the lives of more than 1.000
women.
Such projects result in creating team spirit and synergy, which also contributes to
the personal development of the employees. The successful projects also inspire
other teams to implement similar projects.
On the other hand, we expect more than 64.000 employees to complete the online
trainings by the end of this year.
