“Komunikace pracuje pro ty, kteří pracují na ní.” John Powell Institut interní komunikace

Dana Poulová Corporate social responsibility

= integrování sociálních a ekologických hledisek do každodenních firemních aktivit a interakcí se zainteresovanými skupinami v okolí firmy (stakeholders) Princip zahrnutí sociálních a environmentálních hledisek do strategie firmy (vedle primární orientace na vytváření zisku) se nazývá také trojí zodpovědnost: - ekonomická činnost firmy - sociální rozvoj - ochrana životního prostředí CSR / Corporate Social Responsibility

Co CSR přináší firmě? Motivace zaměstnance Probouzení hrdosti v zaměstnanci, že je členem organizace, která není „slepá“ vůči svému okolí Péče o zaměstnance – „loajální zaměstnanec“ Co CSR přináší firmě?

Corporate Social Responsible Forum % zaměstnanců velkých firem je více motivováno a loajálních pokud jsou jejich společnosti angažovány v CSR 1.Zaměstnanci potřebují být motivováni, mít stanovené cíle, předpoklady k růstu a příležitosti k rozvoji  důležité i v CSR 2.Zapojení zaměstnanců do CSR není možné jednoduchým oznámením či přes intranet – zaměstnanci musí pochopit cíl aktivity, její smysl, vidět, že co je komunikované, se také uskuteční a že lídři je podporují INTERNÍ KOMUNIKACE Source:

Jaký vliv má CSR na firemní pověst? CSR Online Awards 2009 Lundquist - Towards an international model of CSR communications Zdroj: Fundamental impact Quite important impact Minor impact No impact Negative impact (because for example CSR is usually seen as a question of image and marketing 47 % 45 % 8 %

Do jaké míry ovlivňuje dobrá CSR pověst firmy schopnost zaujmout a přijmout nové zaměstnance? CSR Online Awards 2009 Lundquist - Towards an international model of CSR communications Zdroj: Major influence No more important than other common consideration Most important factor Minor influence Does not affect employment considerations 33 % 58 % 5 % 4 %

Corporate Social Responsibility in DPDHL IT Services

Corporate Responsibility in DPDHL CD 07 - Corporate Public Policy and Responsibility

CSR Amb Lenka Stefkova CSR Governance structure in IT Services Ralf CBJPRGGERAM CSR Amb Eelco Ringeling Global ownership Local ownership – site managers ITS CSR Guiding principles Site specific Guiding principles Dotted reporting line in terms of CSR Close cooperation HR Comms HR CD 07 position role CSR Amb TBA CSR Amb TBA CSR Amb Lenka Stefkova acting Single point of contact

IT Services CSR Approval Process CSR Initiative Leads CSR Ambassador SMT 1. Prepares project, objectives, plan, approach 3. Collection of information 5. Approval x Disapproval 2. Consultation and advise 4. Presentation of all initiatives 6.Communication of SMT decision

Global IT Services CSR Objectives Building ‘One Team’: 1. in IT Services 2. with our business partners 3. DPDHL citizenship Increase employee motivation & identification with the company

IT Services CSR Guiding principles We follow DPDHL Living responsibility strategy, part of Strategy 2015 (GoGreen, GoTeach, GoHelp) We support employees in their voluntary community improvement initiatives We do not support external public relations sponsorship ITS CSR initiatives need to be endorsed by local SMT prior to implementation; especially if the following company support is needed: –Employee communication –Facilities & Resources –Any form of fundraising among employees –Funding Global IT Services CSR Strategy

All employee driven CSR initiatives can apply for the DPDHL Living Responsibility Fund Approved projects can receive funding of € 500 – 4000 per annum, upon fulfillment of specified criteria Global IT Services CSR Funds

The Living Responsibility Fund: new name – new concept – more opportunities LIVING RESPONSIBILITY FUND WE support YOU YOU support others

What is the Living Responsibility Fund all about? Employee involvement from the bottom-up is reality at Deutsche Post DHL! We want to foster existing community initiatives and encourage more employees to get active! The new Living Responsibility Fund is the successor of last year’s Corporate Responsibility Award, but some criteria have changed. With a total budget of up to € 300,000 per year we recognize and financially support your involvement for local communities all over the world. In addition, the Group rewards outstanding projects with the CEO Award 2010 in the new category Living Responsibility. To make the best out of it, we need all of YOU.

ITS CSR iShare site – went life on 6 th September

Living Responsibility in IT Services IT Services globally – donation of € to UNICEF, €1 per each EOS questionnaire Prague – Consulting to Half-way houses in preparation – “One Team” helping to mentally disabled in Hvozdy on 13 th Sept – Clothes donation to Salvation Army 6-19 th Sept – “Young woodman” with Children House Racek on 16 th Oct Cyberjaya – DHL MY Volunteer Day 2010 – planted 2,600 trees on 26 th Sept – Rumah Charis, a home for orphans and unprivileged, neglected children – fundraising and fun event organized on 20 th August Germany – “Race for the Cure” – running event on 26 th Sept to support breast cancer awareness and funding Americas – Valley Metro ShareTheRide program presented on 28 th Sept – “3-day for the Cure” walk promoting breast cancer fight, th Nov … and many more at