5 Steps to motivational CSR meetingsTransformational Leadership as the key to commitment to CSR

“ If everyone is movingforward together, then success takes care of itself.Henry Ford

Status quo

How to motivate managers for CSR?

Competitive business

environment

Lack of motivation for CSR

Unpopularity of meetings

GoalThe aim of this study is to demonstrate if and how it is possible to continuously motivate managers for CSR by using transformational leadership in CSR meetings.

MethodologyInternational study at University of Sydney and ISCTE Business School Lisbon

International Study

Empirical study

• Theoretical and empirical study• 12 interviews including

questionnaires and semi-structured guided talks with CSR leaders and managers

• Industries: environment, hospitality, building and accounting

• 42% men and 58% women

Result

Motiva-tion for

CSR

CSR

Transformational

LeadershipMeetings

Transformational leadership clearly motivates managers for CSR in meetings, because it enhances trust and understanding. Leaders can increase motivation by conducting CSR meetings regularly and applying the four transformational leadership behaviors.

Concepts

CSR

CSR is ‘the responsibility of enterprises for their impacts on society. To fully meet their corporate social responsibility, enterprises should have in place a process to integrate social, environmental, ethical and human rights concerns into their business operations and core strategy in close collaboration with their stakeholders.’(EuropeanCommission, 2011).

CSR meetings

□ CSR meeting is an assembly of people for the purpose of implementing CSR practices in an organization – a situation when two or more people meet, by chance or arrangement.□ Organizations that move forward with their CSR programs run significant communication efforts such as training sessions and meetings.

Transformational Leadership

Transformational leaders transform and motivate people to accomplish more than what is usually expected of them by behavior such as I. Idealized Influence (II)II. Inspirational Motivation (IM)III. Intellectual Stimulation (IS)IV. Individualized Consideration (IC)

Steps to motivational CSR meetings

TimingHold CSR meetings regularly 1-2 a months to ensure continuous motivation.

1 Format

SizeConduct CSR meetings of smaller size from 3-19 people depending on the size of the organization.

□ The most important factor of transformational leadership is Idealized Influence. □ The most important aspects

are ‘Faith’, ‘Goals’ and ‘Beyond self-interest’.

2 Idealized Influence

Idealized Influence aspects• Followers have faith in the CSR leader.• People feel good around the CSR leader• The CSR leader shows determination when

accomplishing goals.• The CSR leader goes beyond self-interest.• The CSR leader is an ethical person.

2 Behaviors for enhancing Idealized Influence

FaithFor showing ‚Faith‘ leaders have to have expertise skills, be reliable, honest and sincere.

GoalsFor showing determination to goals leaders have to provide clear guidelines, good structure and communicate clearly how the goals are achieved.

Beyond self-interestFor demonstrating ‚Beyond self-interest‘, leaders have to clearly communicate and reason their actions

Ethical personLeaders have to act authentically and proactively champion practices, policies and procedures in the organization.

Feel goodLeaders have to listen carefully to people, taking different opinions in account and showing professionalism.

□ The second-most important factor of transformational leadership is Inspirational motivation. □ ‘Goals’ are the most

important element followed by ‘Simple communication’ and ‘Emphasize Vision’.

3 Inspirational Motivation

Inspirational Motivation aspects• The CSR leader expresses clearly what I should do.• The CSR leader provides appealing images.• The CSR leader formulates attractive and reachable goals.• The CSR leader emphasizes a collective vision.

3 Behaviors for enhancing Inspirational Motivation

Goals‘Goals’ have to be defined by measurable steps, tasks and strategies.

Emphasize Vision‘Emphasize Vision’ is realized by explaining concepts like the business case, shared values and case studies.

Simple CommunicationLeaders have to use simple facts and terms and relate them to the audience.

ImagesUsing images supports simple communication of concepts and enhances understanding.

□ The third-most important component of transformational leadership is Intellectual Stimulation. □ The most important aspects

are ‘’Participation’ and ‘Problem-solving’, followed by ‘Stimulate rethinking’.

4 Intellectual Stimulation

Intellectual Stimulation aspects• The CSR leader enables to think about old problems in

new ways.• The CSR leader demonstrates new ways of thinking.• The CSR leader inspires to rethink ideas.• The CSR leader encourages participation.• The CSR leader encourages to ask questions.

4 Behaviors for enhancing Intellectual Stimulation

Participation‘Participation’ is achieved by an informal atmosphere, games and direct questions.

Encourage participationFor ‘EcourageParticipation’ small workshops from 5 to 20 people and a good workshop atmosphere is elementary. Attendees need to be informed about the agenda in advance.

Problem-solvingBrainstorming, a good workshop atmosphere and feedback supports problem-solving

Stimulate rethinkingLeaders have to be experts of CSR and have to have a very good understanding of how people think and communicate clearly.

New ways of thinkingLeaders have to explain clearly by bringing examples and conducting group exercises.

□ The fourth- important component of transformational leadership is Individual Consideration. □ The most important aspects

are ‘Involving’, followed by ‘Feedback’ and ‘Developing’.

5 Individual Consideration

Individual Consideration aspects• The CSR leader helps in personal development.• The CSR leader gives feedback.• The CSR leader involves everybody in a meeting.

5 Behaviors for enhancing Individual Consideration

Involving‘Involving’ can be realized by providing a save and comfortable environment and open forum.

Developing‘Developing’ can be enforced by spreading tasks according to strengths of audiences.

FeedbackBest ways to provide feedback is by presenting results, acknowledging accomplishments.

Regular CSR

meetings

Factors for motivational CSR meetings

Idealized Influence

Inspirational Motivation

Intellectual Stimulation

Individual Consideration

“ It really is all about passionate people. Once you get passionate people on, it just naturally flows.’ (CSR leader, global luxury hotel)

Thank you JAny questions?

You can find me atvanessa.wabitsch@gmx.atTwitter: @vanessa5vivian

Or on Linkedin

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Credits

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