You're facing resistance from team members on corporate social responsibility. How can you win them over?

Highlight Benefits: Showcase how CSR enhances brand reputation, attracting customers. For instance, companies like Patagonia thrive due to their environmental initiatives. Share Success Stories: Present case studies of firms that improved performance through CSR, like Unilever’s Sustainable Living Plan. Engage Employees: Involve team members in CSR initiatives, fostering ownership. Organize volunteer days to boost morale. Align with Values: Connect CSR to personal values. Discuss how initiatives reflect team members' beliefs, enhancing job satisfaction. Provide Training: Offer workshops on CSR's impact, helping team members understand its importance. For example, host sessions on sustainable practices.

I start by showing team members how CSR initiatives can align with their own goals. When they see that CSR isn’t just about the company’s image but also about their personal and professional development, they become more invested. I make sure to involve team members in the decision-making process from the start. By asking for their input on which causes to support or how to implement initiatives, they feel a sense of ownership and are more likely to commit. My approach is to lead with genuine enthusiasm for CSR. When the team sees my commitment and passion, it often inspires them to get on board as well. Actions speak louder than words, and I make sure to model the behaviors and attitudes I hope to see in others.

Incorporate CSR into Performance Reviews: Include CSR goals in individual performance reviews, linking them to long-term career growth and company objectives. Regularly Share Updates: Provide consistent updates on CSR outcomes, showing how current efforts are laying the groundwork for future benefits. Involve Employees in CSR Projects: Allow team members to actively participate in CSR initiatives, giving them a firsthand view of the positive impact and long-term benefits. Celebrate Milestones: Recognize and reward the team when CSR projects reach significant milestones, reinforcing the value of their contributions to long-term goals.

Aus meiner Sicht ist es wichtig, dass CSR nicht als externer Zwang kommuniziert wird, sondern als Chance Wettbewerbsvorteile zu erlangen. Dabei ist der Dialog mit den Mitarbeitenden natürlich wichtig, es sollten zusätzlich aber auch die entsprechenden Ressourcen zur Verfügung gestellt werden. Ein Dialog mit gestressten und überlasteten Mitarbeitenden erschwert es das "Buy In" von allen zu bekommen.