L. Olivier ScalvinoniProduction Director and Communication Manager at IOMarketing Graduated in Letters from the Master in Strategy and Creative Management of the Brand – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company Corporate Social Responsibility (CSR or CSR) is not limited to writing an annual report that ends up on a shelf covered in dust. Many more steps have to be taken and act consistently both in the production of the services and products provided, as well as in all their life processes (supply chain, communication, distribution, sale and disappearance). CSR in companies must be dealt with in a transversal manner, from the General Management to the suppliers. Generally speaking, organizations have to seek sustainable ways to develop in harmony with their direct and indirect environment.
In Spain, the business fabric is made up of more than 90% of micros, small or medium-sized companies that are trying, especially in recent months, to survive in a particularly competitive market. Companies, like individuals, are the actors in the economic system, a system that they sometimes suffer from, and sometimes can enjoy, depending solely on them. In these circumstances, CSR for SMEs is an increasingly present reality. It no longer only becomes a fashionable phenomenon, but a necessity, where they have to change to a sustainable development model. The commitment of companies does not have to be a facade of good feelings, it is not about turning companies into philanthropic entities, but about balancing this market in terms of the resources it produces and those it uses, CSR translates into a tool management. Why talk about commitment to SMEs? According to the Fundación Alternativa and KPMG Monitor Ibex 35 Sustainability 2009, the development of CSR in SMEs is hampered by a lack of knowledge and training, and in some sectors there is the idea that the implementation of sustainable practices implies an increase in Expenses. In the latter case, we can clarify and explain that there are many good practices that are friendly to the environment and society, and that also allow saving.
Make no mistake, many of the large Egypt Email List companies have CSR policies solely to consolidate their corporate reputation; betting that consumers will favor the purchase and / or contracting of services from apparently “responsible” companies But, after all, that has nothing to do with promoting responsible consumption and business management sustainable. Today, with the rise of social networks and web 2.0, which led to a democratization of information, the reputation of any company is quite vulnerable and subject to storms that are difficult to foresee and manage. Faced with this situation, SMEs can gain a significant competitive advantage. Indeed, beyond the development of a “façade ethic”, SMEs favor a more localized market, which fosters a business model on a human scale and by definition more sustainable. How to develop a CSR policy in SMEs?The government and its agencies are trying to promote responsible practices within the Spanish business fabric. In 2010, more than 900 companies participated in a joint initiative of the ICO and CAN for the free preparation of CSR reports for SMEs. It is a first step, you have to start with something.
Obtaining CSR qualifications and standards (ISO, Global 1000 Sustainable Performance Leaders list or Company Standard SGE 21), working to promote job creation, training, social integration, socio-labor integration of the people with disabilities and caring for the environment by saving natural resources are aspects that any company, of any size, can develop. There are common sense guidelines to respect to guide an SME towards responsible management. Those are based on three aspects: CSR policies must be consistent with the activity of the company. Measurement is a fundamental element to be able to evolve, correct the shot and draw lessons from both your mistakes and your successes. Being transparent in your activities and your communication is, in my opinion, the most important pillar of CSR policies that supports the idea that it is not to get a facelift, but to develop a truly responsible and transversal attitude in global management of business and apply a sustainable model integrated in a society with a human face. Communicate your CSR actions, coherence or opportunism? CSR communication is a very ambivalent aspect, from gloating to informing, the border is very fine. As communicators, it is important to have a global vision of the company in order to always be able to rely on the three pillars (coherence, measurement and transparency) and not appear as a veneer of “good actions” but as a solid building of responsibility and sustainability that we transmit to all stakeholders.