“Generating employability” was the title of an article which had appeared in Economic Times under the section with heading ‘Philanthropy’ (6th June, 10; Kolkata Edition). It was an interesting journalistic piece. The title suggested that it is an article which is about a philanthropist or a development organization which is creating employment for those who really deserve and can not get. But once you have gone through the article you will find the story is about a multinational corporation which is a well known BPO in India, but also has “business interest in philanthropy”.
Not only the write up of the article is engaging, but the context too is timely. It talks about a campaign by the employees of Genpact to clean the surroundings of Qutub Minar in New Delhi. The context in the article (Commonwealth Games) makes the initiative apt and worth appreciating. The excitement and satisfaction (of their philanthropic works) among the employee are quite natural and expected to be with them for some time. I am sure, all those employee who participated in the event will keep their photographs with gloves, black bags, and pitchforks in hands on their office table, or will upload on their social networks sites to show that we do care for the society. The same event would be on the website of the company. These are understandable and employee and the corporation deserve these, at least.
But what is more interesting to find that this article has done a great favor to the company by adding in their “brand value”. I am sure, no advertisement would have done so for the company. Quotations of the company representative have very intelligently but gently conveyed the message which any company like Genpact would like to convey and which will help their further building their brands. It certainly establishes that “CSR Communication” works for the companies.
The mails by the inspired employees indicate the higher motivation and high self esteem of the employees. And, company going to reap the benefit of this without spending any extra penny. If company wants, it can keep the motivation alive for considerable period. What a gain ? It is a tacit, indirect, and powerful tool in the hands of corporate managers to achieve more by spending less.
However, it is true that corporations need to do something which is worth considering for CSR communication. And it does require skills of planning and executing such efforts /events, and more so communicating to stakeholders so that returns are very high, both tangible and intangible.
One can, indeed argue whether such actions are enough to be considered as a CSR related activity but the article (CSR Communication) has certainly done more to the company than what company might have expected from the campaign.
Waiting for Rain.....
Niraj
you can read the article by following the link: http://lite.epaper.timesofindia.com/getpage.aspx?pageid=7&pagesize=&edid=ETKM&edlabel=ETKM&mydateHid=06-06-2010&pubname=Economic+Times+-+Kolkata&edname=Kolkata&publabel=ET
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