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THE ROLE OF HUMAN RESOURCES MANAGEMENT IN CORPORATE SOCIAL RESPONSIBILITY
Zura Gamtenadze, Saleem Razouk, Antoine Vauvy & Jonathan Dupont

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INTRODUCTION
•Corporate social responsibility :  “Corporation's initiatives to assess and take responsibility
for the company's effects on environmental and social wellbeing.” Investopedia
• Human Resources Management : “The process of hiring and developing employees so that they become
more valuable to the organization.” BusinessDictionary
•The main goal for a company is to generate profit which requiring human, material and financial
resources.
•Why CSR has to be integrated inside the company ?
•What is the HR role in the CSR development ?
•Which HR management responsible for the CSR development ?

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CONTENT
•I) Trend, Drivers and Business Case
•II) Corporate Culture Implementation
•III) Skill and performance management for CSR
•IV) Conclusion

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I) BENEFITS OF CSR
•CSR benefits for a company :
Motivating - Developing – Retaining
Examples:
Novo Nodisk, pharmaceutical company in Denmark: 5% drop in staff turnover.
Sears, an American retailing group: 20% reduction in staff turnover
•Employee engagement in planning CSR
•Development of skill
•“Change the World “values

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BUSINESS CASES
•Attract and retain bright employees
•Costs of not caring about
•CSR activities > Salary
•Reputation - customers, shareholders, employees

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II) CORPORATE CULTURE IMPLEMENTATION
Vision, Mission, Value & CSR Strategy
•First thing to do
•Role of HR : drive the CSR formulation
•Example: Novo Nordisk
Employee Codes of Conduct
•Role of HR : Drafting  and implementing employee codes of conduct.
•The only mandatory element
•Example: 3M Business Conduct Policies
Change management and corporate culture
HR role: Guide for corporate culture, team building and change management processes.
Nancy Lee Model: CSR Management Program Change :
A)Those that have the value and the behaviour.
B)Those that have the value but not the behaviour
C)Those that do not have the value or the behaviour
(Nancy Lee 2008)

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Employee involvement and participation
Employee Engagement Pyramid from Melcrum:
CSR Policy and Program Development
HR role: Drive policy development and program implementation.
Programs development:
-Wellness Programs
-Employee Volunteering Programs

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III) SKILLS AND PERFORMANCE MANAGEMENT FOR CSR
Workforce planning and recruitment
Analyzing present and future workforce competencies.
Promoting the benefits of working within a values- based culture.
Orientation, training and competency development
Orientation: Clear line overview with the employee.
Competency development: Direct or Indirect CSR responsibility to employees.
Identify CSR competencies.
Compensation and performance management
HR role: Monitoring results to performance objectives.
Example: Vancity Credit Union adds the integration, responsibility and integrity in their annual
performance plan.
HR tools : Reward and Recognition.

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III) SKILLS AND PERFORMANCE MANAGEMENT FOR CSR
Employee Communications
Employee Communication Program: To corporate Direction, Objectives, Innovation and Performance.
Close the clear communication gap with communication tools.
Measurement, Reporting & Celebrating
Measure and Publish: CSR Performance and Employee CSR Engagement.
-Use Human Capital Metrics
-Consult employees
-Celebrate success

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Conclusion
•CSR generates growth and better performance inside company.
•No firm can avoid the question of CSR today.
•It must be implemented as a principle of organization and business activities.
•HRM has a major role in CSR integration process as it concerns every sector of the organization.
•CRS success depends on each employee involvement.

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References
Coro Strandberg, “The role of human resource management in corporate social responsibility issue :
Brief and Roadmap”, 2009.
Lee Nancy, “Switched on to Energy: A Guide to Sparking Behavioural Change”, 2009
Novo Nordisk, “Business Ethics and Vision and Strategy”, 2008
Melcrum: “Engaging Employees in Corporate Responsibility: How the World’s Leading Companies Embed
CR in Employee Decision-making”, 2006
Vancity, Personal communication with Susan Karda: “Manger, Organization Development & Learning”,
2009
Investopedia: “Corporate Social Responsibility”, https://bit.ly/2AMgDcX
Business Dictionary, “Human Resource Management”, https://bit.ly/1unfn2m