Sometimes, corporate sustainability is like playing telephone. Witnessed from a high level, a company's corporate sustainability plan may embrace all the right frameworks, include the buzz words, and authentically and credibly, embrace sustainability initiatives. However, witnessed from the employee level, all that jargon and vision may be lost. In addition to executive management playing a critical role in the success of a company, business sustainability requires leadership and communication across the entire organization. While management may ultimately carry the responsibility of sustainable business results, employees have a part to play in the definition and implementation of the company’s business sustainability programs.
What are your employees saying about your organization? Are they equipped with information and engaged in your company’s business sustainability programs to passionately communicate the message you would like the world to hear? Leading ‘green’ talent organizations are responding and creating sustainability advocates by:
• Cascading business sustainability strategies down through organizational and individual performance goals.
• Informing, motivating, and actively engaging employees in the company’s business sustainability programs.
• Integrating Key Performance Indicators (KPIs) into the business processes, corporate performance, and employee recognition.
• Actively engaged with key stakeholders on sustainability issues, including employees to understand how sustainability issues are affecting the business.
• Performing transparent reporting on sustainability concepts and sensitive issues, with both positive and negative results.
What is the best means to share and engage in CSR related information? At Taiga Company, we subscribe to the idea that social media is the very medium that offers transparent, always on engagement facilitating the propagation of sustainability communications. Social media has an emerging role in knowledge management. By creating bridges between the corporate world and its stakeholders, social media closes the gap on knowledge management and business intelligence. Specifically so if sustainable communications and performance is valued by your stakeholders.
The key is training employees in social media for sustainability communications. Suggestions made in our business sustainability programs for social media engagement:
- Train new employees as soon as possible
- Create a branded social media training program
- Be explicit in how you want employees to use social media
- Use rewards to make social media participation fun
- Encourage “trained” employees to share best practices and allow for feedback on the training process
Tying corporate sustainability initiatives to day to day processes through social media engagement makes CSR more personable to an employee and helps employees to identify their role in corporate responsibility. At Taiga Company, our sustainability consulting encourages all to leverage social media tools to communicate and share the sustainability success stories on social, environmental, and economic goals. Start sharing your experiences today!