Corporate Social Responsibility
Parkside School students with panellist Matt Darlington from Seabrook Crisps at Bradford Manufacturing Week 2018.
With the country experiencing political flux and uncertainty affecting the everyday running of business, manufacturers may regard engaging with their communities low down on their list of priorities. But corporate social responsibility (CSR) is a much-underrated tool that historically has a lower take up amongst manufacturers but could make a huge difference throughout the company.
Staff morale
There is a buzz amongst staff that is generated when a business actively engages in CSR events that is infectious. Employees have reported a sense of pride in seeing their company in the media for working with local causes. Many manufacturers operate ‘under the radar’, ticking over nicely but without anyone knowing they are there. For staff to see and hear the place they work is known for good work in the community has a powerful effect.
Maximise the impact and use internal communications share the news with all employees. Newsletters to customers and contacts spread the word further and use of social media amplifies everything you do. Suddenly one small act has reached a huge audience and created a sense of wellbeing amongst everyone.
Happy workforces are notably more productive, so suddenly your bottom line is also feeling the benefit.
Public perceptions
Whilst supporting good causes is an extremely worthwhile thing to do, it can also help meet business objectives. The exposure gained for CSR achievements can skyrocket your profile and enhance reputations. Sales teams find it easier to get a foot in the door when they’re representing a business whose name is familiar and positive and community activities are a great way to start conversations that don’t sound like a hard sell.
In recent years CSR has become an expected part of a business’ personality. In a world where there is no escape from news, customers and suppliers are increasingly viewing reputation as important as quality and price point.
Futureproofing with the next generation
By generating interest and awareness amongst young people and new audiences through CSR you are helping to create a stream of engaged and interested potential employees. Here is a business that they’ve heard of, that sounds interesting and who are clearly good people as they’re helping the community. Recruiting becomes an easier process as your profile is working hard to attract high quality candidates with a genuine interest and hunger for the role.
With skill shortages an ever-present issue in industry, raising your profile and building connections through CSR is an effective way to strengthen the workforce and help futureproof the business.
Sharing skills
Creating a CSR presence needn’t be an onerous or expensive task. Schools are often open to relationships with local businesses which can enrich lessons and bring a new dimension to the curriculum. Something that manufacturers have in abundance is a range of valuable skill sets that can easily be shared with younger generations, who then share their experience with parents which is an influential group in itself.
There are no end of community groups and good causes looking for support from local businesses and it doesn’t take a big cheque to make a significant difference. Often the donation of time and resources is as valuable as cash and this can allow for a more creative approach on how to contribute and a well-considered photo to illustrate the event can make a big media impact. A communications agency will be able to advise on how to be more strategic in your CSR approach and optimise activity to reach as many audiences as possible.
Corporate Social Responsibility
Pupils get hands-on science lessons at Airedale Chemicals
Don’t underestimate what you do it – it’s interesting
Many businesses don’t realise how interesting and inspiring what they do is to others. Don’t underestimate how newsworthy your business is and the value it has in your community. You may make rivets, but if those rivets are used to hold aircraft or luxury cars together you can make that connection part of your narrative and you start to realise that your business has some great stories to tell and CSR is a fantastic platform to showcase them.
Manufacturing is slowly emerging from the pre-conceptions that is a world of dirty floors, dusty rooms and dead-end jobs and is experiencing a well-earned resurgence. Initiatives such as Bradford Manufacturing Week and Leeds Manufacturing Festival have had great success in highlighting opportunities in manufacturing, inspiring interest amongst young people and dispelling myths about what manufacturing is.
Manufacturing is a dynamic industry on which the UK was built on. Celebrate that heritage by reaching out to your region and keeping passion for the industry alive while supporting communities and neighbours.
For more information on how CSR can make a difference to your business, visit www.approachpr.com or contact Helen Elson at helen@approachpr.com or 01943 603805.
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