Companies have long recognised the importance of good corporate citizenship. But the definition of corporate social responsibility is evolving. While it once meant looking after employees and supporting local charities, it now encompasses a much broader range of issues, from the labour conditions of low-cost country suppliers to the mitigation of global environmental impacts. What now distinguishes leading corporate responsibility practices is the way a company aligns its business operations with environmental, social and governance initiatives Implementing a successful CSR strategy can provide a competitive advantage both externally through company reputation and internally through employee recruitment, engagement and retention. Successful CSR brings benefits such as distinct position in the marketplace, protecting employer brand and building credibility and trust with current and potential customers and employees. The majority of people working in a CSR, sustainability or communications role within an organisation do not come from a CSR background. There are plenty of academic books on this subject, but practical books with examples in a how to guide format are limited. The ICCA?s research and work with people in the CSR field has to the conclusion that this kind of book is much needed. There and that there will be great demand for this follow on from the successful ICCA Handbook of CSR and the A to Z of CSR, which is a smaller, practical and highly user friendly ?how to? guide to CSR. This book contains short, accessible chapters with examples from CSR practitioners and senior managers from international organisations including Deloitte, Deutsche Bank and Philips. End of chapter check lists will enable the reader to analyse the company?s CSR strategy or potential and immediately apply what has been learnt. Readable and jargon free, this how to guide is a must have tool for anyone working in CSR, sustainability or corporate communications departments.
Professor Manfred Pohl is the founder and CEO of the Institute for Corporate Culture Affairs (ICCA). Professor Pohl has written over a hundred books, articles and monographs on topics as varied as business history, culture, politics, corporate ethics and travel. Nick Tolhurst is Managing Director of the Institute for Corporate Culture Affairs (ICCA). Nick Tolhurst has written and edited many publications on CSR, Corporate Culture and Economics including, most recently, the A to Z of CSR and the ICCA Handbook on CSR and writes regularly in the media on CSR and related issues.