USING CSR TO WINTHE WAR FOR TALENT`

GROUP3- SECTION B

Sudarshan R(12020841104)

Lokesh Merugupala(12020841080)

Advait Bhobe(12020841116)

Nakul Mallikarjun(12020841083)

Kumar Vaibhav(12020841079)

Prakhar Raj(12020841087)

Rahul Dewakar(12020841089)

Rahul Mathur(12020841090)

Giffin George(12020841075)

Nash Rodericks(12020841084)

GOALS OF THE GROUP

Factors & Reasons

WHY COMPANIES SHOULD EMBRACE CSR

WhyCSR?

Employee Engagemen

t

Long Term Thinking

Brand Differentiati

on

Cost Savings

THE WAR FOR TALENT

To attract employees and talent.

Demand for the best & brightest.

Core values and “Employee value Proposition”

Difference to society apart from maximizing profits

Focus on overall engagement rather than just physical

involvement

INTERNAL MARKETING

1. Treating employees as

“internal customers”

2. Job responsibilities and benefits resulting in

productivity and satisfaction

3. Fulfill CSR policies as well as

identify employees’

internal values

4. Benefit to society as well as

employees

5. Not possible individually but only collectively

INTERNAL MARKETING CHALLENGES

How do managers incorporate CSR into the activity?

Identifying the needs of each employee segment

Formulating a CSR policy to cater to each segment

Four main challenges of using CSR in Internal Marketing

LACK OF AWARENESS AND INVOLVEMENT IN CSR

Employees not close to the company’s CSR efforts

No idea about specific activities

Often given back page treatment

Notify periodically and slowly bring them into the initiative

LIMITED UNDERSTANDING OF EMPLOYEE NEEDS

Satisfying higher order

“Psycho – Social

Needs”….

Makes the process “Complex”…

PRIMARY NEEDS

Self Enhanceme

nt

Sense of belongin

g

Work Personal life

Integration

Building “reputation field”

POOR UNDERSTANDING OF EMPLOYEE RETURNS

What is the company gaining in return?

Could be psychological satisfaction?

Understanding of Employee

ReturnsMore time to company

Motivation comes from within

Increase in Commitment

Quality & Productivity

TOP-DOWN APPROACH

Policies designed at CEO level

Implemented at lower levels

Less employee Involvement

STEPS TO OPTIMIZE CSR STRATEGIES

Increase Employee Proximity

Use Input – Output methods

Fulfill employee needs

Co-creating CSR value

Involve Employees

Awareness programs

Bottom – Top

Approach

Remuneration

Improves brand image

Attracts future talent and employees

ITC- viewed by some as unethical for dealing in

cigarettesCSR - cause marketing by

Classmate.

REFERENCEShttp://en.wikipedia.org/wiki/Intern

al_marketingwww.marketingteacher.com/lesson.../lesson-internal-marketing.html

http://www.itbusinessedge.com/cm/blogs/tennant/attracting-top-talent-through-corporate-social-responsibility/?cs=45477

http://www.livemint.com/2008/01/13231138/CSR-Advertising----Doing-good.html

http://www.ic.gc.ca/eic/site/csr-rse.nsf/eng/h_rs00563.html

THANK YOU…QUESTIONS ARE WELCOME…