Csr group3 sec b (1)
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USING CSR TO WINTHE WAR FOR TALENT`
GROUP3- SECTION B
Sudarshan R(12020841104)
Lokesh Merugupala(12020841080)
Advait Bhobe(12020841116)
Nakul Mallikarjun(12020841083)
Kumar Vaibhav(12020841079)
Prakhar Raj(12020841087)
Rahul Dewakar(12020841089)
Rahul Mathur(12020841090)
Giffin George(12020841075)
Nash Rodericks(12020841084)
GOALS OF THE GROUP
Factors & Reasons
WHY COMPANIES SHOULD EMBRACE CSR
WhyCSR?
Employee Engagemen
t
Long Term Thinking
Brand Differentiati
on
Cost Savings
THE WAR FOR TALENT
To attract employees and talent.
Demand for the best & brightest.
Core values and “Employee value Proposition”
Difference to society apart from maximizing profits
Focus on overall engagement rather than just physical
involvement
INTERNAL MARKETING
1. Treating employees as
“internal customers”
2. Job responsibilities and benefits resulting in
productivity and satisfaction
3. Fulfill CSR policies as well as
identify employees’
internal values
4. Benefit to society as well as
employees
5. Not possible individually but only collectively
INTERNAL MARKETING CHALLENGES
How do managers incorporate CSR into the activity?
Identifying the needs of each employee segment
Formulating a CSR policy to cater to each segment
Four main challenges of using CSR in Internal Marketing
LACK OF AWARENESS AND INVOLVEMENT IN CSR
Employees not close to the company’s CSR efforts
No idea about specific activities
Often given back page treatment
Notify periodically and slowly bring them into the initiative
LIMITED UNDERSTANDING OF EMPLOYEE NEEDS
Satisfying higher order
“Psycho – Social
Needs”….
Makes the process “Complex”…
PRIMARY NEEDS
Self Enhanceme
nt
Sense of belongin
g
Work Personal life
Integration
Building “reputation field”
POOR UNDERSTANDING OF EMPLOYEE RETURNS
What is the company gaining in return?
Could be psychological satisfaction?
Understanding of Employee
ReturnsMore time to company
Motivation comes from within
Increase in Commitment
Quality & Productivity
TOP-DOWN APPROACH
Policies designed at CEO level
Implemented at lower levels
Less employee Involvement
STEPS TO OPTIMIZE CSR STRATEGIES
Increase Employee Proximity
Use Input – Output methods
Fulfill employee needs
Co-creating CSR value
Involve Employees
Awareness programs
Bottom – Top
Approach
Remuneration
Improves brand image
Attracts future talent and employees
ITC- viewed by some as unethical for dealing in
cigarettesCSR - cause marketing by
Classmate.
REFERENCEShttp://en.wikipedia.org/wiki/Intern
al_marketingwww.marketingteacher.com/lesson.../lesson-internal-marketing.html
http://www.itbusinessedge.com/cm/blogs/tennant/attracting-top-talent-through-corporate-social-responsibility/?cs=45477
http://www.livemint.com/2008/01/13231138/CSR-Advertising----Doing-good.html
http://www.ic.gc.ca/eic/site/csr-rse.nsf/eng/h_rs00563.html
THANK YOU…QUESTIONS ARE WELCOME…