Click Here to Return Home Employee Involvement in the Community   Once upon a time, enlightened companies reached for the cheque book to support worthy causes with cash. Much less thought was given to in-kind support and above all employee time. What makes a real difference in the best community partnerships is to share the training and expertise which resides in companies. "It's not just about giving money" says Paul Hart - Senior Consultant with Silver Dialogue - a UK based research and corporate social responsibility (CSR) communications consultancy. For further information contact Paul at Silver Dialogue on +44 (0)1933 418009 or e-mail. A company's reputation is often associated with its brand, products and services, supported through marketing and advertising. But many organisations have another secret weapon they fail to adequately utilize their stakeholders! It can be argued that a company is its employees - that's where the real corporate value resides… but corporate knowledge across an organisation, of how to put this equity to good effect with community stakeholders, is seldom seen. Staff as ambassadors mediating corporate values is a simple concept - not an onerous extra to already overflowing in-trays. "One volunteer is worth more than 10 pressed men - so the saying goes," Paul continues, "And typical volunteer rates can approach 10% or more with the right company backing. It's about emotional desire for outcomes base on goodwill - not something a company can just mandate." To secure the best long term relationships the most important factor is staff engagement with both the policy and planning phases. Regional and national community partnerships should align with corporate objectives. Each company site may also want flexibility for staff to react to local concerns, within overall guidelines for coherence rather than conflict. Community affairs won't produce instant results over night - but there is considerable value in nurturing partnerships with the appropriate stakeholder groups in your community. Whereas mandated community affairs usually depend rather more on the cheque book. Silver Dialogue has experience of working with blue-chip organisations to establish national policies in Community Affairs and Education Liaison, and can provide strategic support to ensure appropriate coherence between overall policy and company objectives. At the local site level we can supply the frameworks needed to deal with building staff volunteering networks and deal with all those begging appeal letters. We can also help with measurement and benchmarking to accredited national standards. A simple but effective strategy combined with focused delivery can ensure your company is reaping the rewards for its reputation, together with stakeholders in corporate and social responsibility, which are entirely consistent with its corporate direction and ethos.
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