The 10th CSR Summit focused on selecting stakeholders and stakeholder engagement. Key points included identifying an organization's stakeholders, mapping and grouping stakeholders, and determining appropriate participation methods. It is important to engage with stakeholders through respectful dialogue and follow-through on commitments. DUBAL's stakeholders include employees, customers, government bodies, business associates/suppliers, and the community.

1. 10th CSR Summit
Rania Tayeh-Pahl
Senior brand & CSR officer
raniatay@dubal.ae

2. Corporate Social Responsibility
Who we are?

3. DUBAL
• Dubai’s industrial flagship
To be among the Top 5 producers
of Aluminium in the world by 2015
• One of the world's largest
modern smelters
• Production capacity of 1M tonne
• 2,350 MW power station
• 30 million gallon per day
desalination plant
• More than approx. 3800
employees
• More than 33 nationalities
• 50% ownership of EMAL

4. Ice cream breaker
We will split the audience into two groups:
Group A Group B
People with more than 5 People with less than 5 years
years experience in their experience in their profession
profession
Question:What I wish I What I think I
Question:
knew at the beginning need to know to get to
that I know now the next level

5. Corporate Social Responsibility
Session: Selecting stakeholders

6. Who are Stakeholders?

7. A stakeholder:
can be defined as any person, or
group, who has an interest in the
project or could be potentially
affected by its delivery or outputs.

8. Why is stakeholder management
important?
•Recognised as a central part of an
organisation’s effectiveness.
•Stakeholders play important roles as
advocates, sponsors and partners
•People are more willing to listen to companies
with strong reputations. Where there is trust,
communications are more effective.

9. Possible purposes (or reasons) for undertaking
stakeholder engagement include:
 To connect other people’s energies and resources
 To explore issues and come up with fresh ideas
 To network, share ideas and best practice
 To assist decision-making
 To understand local needs and wants
 To encourage local buy-in & ownership in projects
 To achieve more sustainable results
 To better understand and monitor community
perceptions
 To establish more open communication channels, gain
trust or work on
 To break down historic barriers.

10. Level of Responsibilities

11. Level of Responsibilities toward stakeholders
•The institution responsibility is to produce
Economic goods and services that a society wants and to
Responsibilities maximise profit for its owners and
shareholders.
• Should be operated on a profit-oriented
basis, so long as is stays within the rule of the
Legal game.
Responsibilities •Businesses are expected to fulfil their
economic goals within the legal framework
• To be ethical, organization’s decision makers
should act with equity, fairness, respect the
Ethical
rights of individuals, and provide different
responsibilities
treatments of individual only when
differences occurs.

12. • Companies are expected to
fulfil local and international
Environment environment rules and
Responsibilities
regulations and should not
breach those rules
• It is purely voluntary and
guided by an organization’s
Social desire to make social
responsibilities contributions.

13. Stakeholder Engagement

14. Plan the Engagement Process
1. Determine your engagement objectives (want & need)
2. Describe each stakeholder group and any subgroup
3. Whenever possible, use the language of the
stakeholder group (provide interpreters if required).
4. Consider getting outside help (professional facilitator)
5. Allow all vulnerable groups (such employees) to speak
openly, without fear. This may require holding
engagement off-site.
6. Be sensitive to gender issues.
7. Cost and time constraints.

15. Conducting a Stakeholder Analysis

16. Step 1:
Identify
Stakeholders
Step 4:
Establish Step 2:
Participation
Stakeholder Mapping &
level and Analysis Grouping
Methods Stakeholders
Step 3:
Create a
Relationship
Model

17. Step 1: Identify Stakeholders
• Companies CANNOT choose its stakeholders
• Companies CAN identify its stakeholders
based on:
– Location
– Nature of operations
– Effect for better or worse
– Direct or indirect (employees – families)

18. “5” Who: getting to know each Stakeholder?
• Beneficiaries Who are the potential
beneficiaries?
• Supporters Who are the supporters
• Opponents Who are your opponents
• Resource providers
Who can provide resources
• Vulnerable groups
Who are the vulnerable groups?

19. Step 2: Stakeholder mapping
• Think of relationships in which
the firm affect people or they
affect the firm
• Avoid engagement burnout by
talking to too many stakeholders
• Set priorities (the importance of the
stakeholder group to operations such
customers and suppliers, etc…)

20. Grouping Stakeholders
Primary stakeholders Secondary stakeholders
• Customers • Governments
• Suppliers • NGOs
• Employees • Media.
These stakeholder groups They are also important
can benefit from a company’s because they can take action
success and can be harmed that can damage or assist the
by its mistakes. organization.

21. Stakeholders

22. Step 3: Create a relationship model
• What is the relationship
among stakeholders
• Who influence whom?
• Who has control
• over whom?

23. Step 4: Encourage Stakeholder
participation
• Workshops
• Questionnaires
• Interviews
• Role plays
• Brainstroming discussions
• Small group discussions
• Surveys

24. Methods for stakeholder participation
Information Participation by Participation Functional Interactive Empowerment
sharing consultation through Material Participation participation
incentives
Provide data Learn about Probably not Part of a Present Pre-project
practices, appropriate but project project and design:
discuss topic could be invited evaluation have objectives,
to a meeting team involvement implementatio
Consult for and have his in decision n plan,
best time, expenses paid Quarterly making outputs,
etc… to attend meeting, evaluation.
etc…
Engage from
the very start

25. Consideration

26. 1. Maintain the Dialogue & Deliver on
Commitment
• Engage in a spirit of respect and openness for
mutual benefit
• There can be a wide range of engagement
approaches. There is no “one size fits all

27. 2: what to consider when engaging
with aboriginal people?
Building mutually supportive relationships with native
people requires:
• Genuine respect for their perspective and position.
• A common problem area is Aboriginal imagery (use
Aboriginal images to promote or market company or
product) sometimes without the consent of affected
Aboriginal communities.
• Out of respect for the owners of this intellectual property,
companies need to consult with and obtain the
permission of the owners of these images prior to using
them.

28. 3: Why it is important to engage with
non-governmental organizations
Partnerships with non-governmental organizations are
becoming a valued CSR strategy.
• Engaging with
– Ethical groups
– Non-profitable organizations
– Unions and campaign groups
– Environmental or social Networks
– Innovation groups
• Check: www.bsr.org

29. CSR at DUBAL

30. We strive to be a role
model for care and
responsibility within
the community.

31. Why is DUBAL committed to CSR?
Economic
fulfil our
Social Corporate Environment
Social
Responsibility
Workplace

32. Community Engagement clip

33. DUBAL stakeholders

34. Summarizing our diverse stakeholders
Employees:
Customers: Government bodies:
Employee Customer Official meetings,
engagement, Satisfaction surveys, Reporting, Rules
Awareness customer portal, and regulations,
campaigns, surveys, technical support, etc…
etc… etc…
Non-government
Bus. Associates/ Community: organisations:
Suppliers Investment through One-on-one
Bus. development, donations, meetings, phone
Supplier survey, sponsorships, calls, donations and
auditing, etc… employee sponsorships,
volunteers, etc… events, etc…

35. Conserve Involve
employees and families Positive financial
natural resources contribution
to our society
Engage Promote
community our values
Partners
DUBAL’s CSR policy –
Touch points impacting
Stakeholders
Recycling
and waste
Sports
development
Awareness
of EHS
Knowledge &
Improve quality education
of life for disempowered
people

36. Quick Tips

37. Quick tips
• Prioritize which stakeholders to engage with in terms of
their ability to impact positively or negatively on the
firm.
• Make sure you know in advance why and how you are
going to engage with them.
• Consider using professional facilitators or consultants to
assist in constructing an effective engagement process.
• Involve “champions”

38. Thank you,