csr change series 1
DESCRIPTION
CSR initiatives: developing a network of internal CSR champions. Tips from a change management perspectiveTRANSCRIPT
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Change Leadership & Innovation
CSR Change Tips - 1:Developing a network of CSR champions
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Human Risks in CSR Initiatives
CSR benefits not well understood CSR objectives and vision insufficiently
shared Weak sponsorship Poor communications New necessary skills not acquired Stakeholders not involved enough in
designing CSR policies …
Possible causesSigns
Demotivation Insecurity Rejection, resistance Delays in implementation Misunderstandings People going from enthusiasm to
disappointment and frustrations …
Leading change in CSR initiatives: generating buy-in, managing people risks
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2 Creating a guiding coalition
Establishing the sense of urgency1
3
4 Empower CSR actions
Communicating the CSR vision
5 Generate ealry CSR successes
6 Demultiply and anchor CSR in the organization
The CSR champions will contribute to lead the CSR change in the organization:
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Site/deptSite/dept Site/deptSite/dept Site/deptSite/dept Site/deptSite/deptSite/deptSite/deptStakeholdersStakeholders
Project Team
CSR leaderCSR leader
The CSR champions are ambassadors of the change that the CSR leader(s) wish(es) to implement
CSR champions
• They form a team, share a vision, objectives and practices
• They reinforce the link between the CSR leaders and the rest of the organization
• They boost and facilitate the CSR initiative in their respective areas
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For example, a CSR champion in a banking group, covering a regional area, can:
Share with the local staff the reasons and content of the CSR initiative in a much more interactive and personal way than through corporate communications (both ways of communication complete each other well)
Motivate and help colleagues to identify CSR actions particularly relevant locally and share this experience within the CSR champions network
Train (or contribute to train) the local staff in CSR practices Challenge people in acting CSR ….
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1. Define role, profile and means:o Ideally agree with line managers on a x% of time for the CSR champion to
spend on her/his CSR tasks (assuming the person has a non CSR-related full-time role)
o Prepare a pitch to sell the CSR champion
2. Appoint champions: o Start small: with a 20 champions max team o Voluntary basis preferred
3. Train the champions: o Teambuildingo Assess CSR skillso Train in CSR and change management
4. Empower champions: o Involve them in the development of company specific CSR toolso Define and share together a CSR vision, an image of successo Assign responsibilities and freedom, opportunities of action
First Steps to Set Up the Network
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Let’s discuss the change management challenges in your CSR initiative
What organizational and behavioural changes will occur through the CSR policies ?
Who are the stakeholders, groups impacted by the CSR policies?
On a scale of 1 to 10 , how would you assess:-The CSR project/initiative benefits?-The attractiveness (of the initiative) for the key stakeholders ?-The forces of resistance to change?