Steps to setting up a CSR initiative in your company

90% of SME managers state that they carry out CSR actions, but only 25% have adopted a structured approach based on an action plan*. However, following a rigorous process to implement an effective CSR initiative within a company and to ensure the sustainability of the measures taken, is crucial. *2018 “Les PME-ETI et la RSE” study conducted by Bpifrance Le Lab among 1,150 French SME managers.  

What is CSR?

CSR, or Corporate Social Responsibility, refers to all the practices carried out within an organisation to meet the challenges of sustainable development on a social, environmental and economic level. Since the adoption of the PACTE law on May 22, 2019, all companies must implement a CSR policy, “taking into account the social and environmental issues related to its activity” (Article 1833 of the Civil Code). To find out more about what corporate social responsibility is and to learn about CSR regulations in detail, see our article: “What is CSR? Definition, key principles and regulations”.  

Why should you introduce a CSR strategy in your company?

Introducing a CSR strategy offers numerous advantages for a company, enabling it, in particular, to:

• Reduce costs through water and energy savings
• Strengthen the commitment of employees and improve well-being at work
• Develop its employer brand and attract talent
• Enhance its brand image amongst customers and business partners
• Strengthen its competitive advantage.

 

How can you implement a CSR strategy in your company?

The following key steps should be followed to implement an effective and relevant CSR strategy in your company :

1) Appoint a CSR manager

To optimise the implementation and management of your CSR strategy, it is advisable to appoint a dedicated manager. This individual can be an in-house employee who possesses the necessary managerial and interpersonal skills. They will be responsible for motivating teams, supervising the implementation of measures and suggesting appropriate action plans and strategies. Many large companies have gone as far as setting up a dedicated CSR department. Another beneficial solution is to call on an expert to outsource the deployment of the CSR strategy.  At WAYDEN, we can mobilise an interim CSR manager to assist you in the implementation of your CSR strategy, and to help you ensure the sustainability of your commitment.

2) Take stock of the situation

Any CSR approach must start with a detailed audit: have CSR actions already been initiated? If so, are they working, or do they need to be optimised? What needs to be improved as a priority? What measures have been implemented by other market players? What are the potential obstacles? Which measures are the most relevant to the company's culture, its positioning and its sector of activity? This step will enable you to define the strategic stakes of your CSR strategy and to evaluate the financial, human and material resources available. This research phase is also essential for the implementation of the most pertinent measures. Note that the government has created a CSR platform where executives and managers can exchange ideas and resources and consult each other. Lastly, you should make sure you are well informed about the ISO 26000 standard (the international reference in CSR), as well as the main CSR principles and the seven central questions surrounding corporate social responsibility.

3) Define a CSR action plan

Defining a CSR action plan is an essential step in the successful implementation of a CSR strategy. This action plan should set out your social and environmental objectives, the qualitative and quantitative success indicators, and the concrete measures to be deployed. These different practices must be prioritised, so as to give precedence to the most impactful actions and to those will generate the highest ROI. You must identify the various stakeholders (customers, employees, suppliers, service providers, shareholders, investors, etc.) that will be involved in your CSR initiative.  The action plan serves as a roadmap throughout the deployment of your CSR practices, and should be the subject of extra-financial reporting and regular monitoring, so as to ensure the longevity of your CSR policy.

4) Involve employees in the CSR process

The commitment and involvement of employees is a central factor in the success and sustainability of a CSR initiative. However, in 2020, only 8% of employees had been asked to integrate CSR into their business practices, even though 70% said they were ready to invest more*. This is why it is fundamental to involve teams in each action taken, to make them aware of the impact of these measures and to make them understand the importance of their contribution.

5) Train your teams in CSR

The commitment of employees depends above all on a good understanding of CSR issues, hence the importance of training teams in social responsibility, either through training organised in-house or with an outside consultant. Managers must also be trained in responsible management.

6) Communicate CSR actions

According to a study conducted in 2020*, 71% of employees stated they were “not informed or poorly informed" about their company's CSR policy. Yet communication is an essential lever in all CSR projects. A company must announce its intention to embark on a CSR strategy and communicate regularly, both internally and externally, on its responsible practices and values. A CSR report could, for example, be produced on a regular basis to make a company’s actions public.  

What measures should be implemented as part of a CSR initiative?

As part of a company’s CSR strategy, a wide range of environmental, social and economic measures can be implemented:

CSR actions on the environmental level

To contribute to the protection of the environment and reduce environmental impact, companies can, for example:

• Improve the energy performance of their premises
• Implement a travel plan, with less polluting transport, such as carpooling
• Turn to a renewable energy supplier
• Reduce waste production
• Implement or improve waste recycling
• Reduce water and energy consumption
• Create ecological facilities (vegetable gardens, beehives, etc.)
• Assess and reduce the environmental impact of the supply chain.

CSR actions on the social level

On the ethical and social level, companies can implement actions such as:

• Adhering to the basic rules of hygiene, health and safety at work
• Respecting the rules governing the right to work (decent wages and hours, vacations, etc.), and human rights throughout the production and distribution chain
• Improving workspaces (green plants, better air quality, etc.)
• Offering employees the possibility of working from home
• Ensuring equal pay for men and women
• Organising team building events
• Offering sports activities to employees.

CSR actions on the economic level

On the economic level, companies can, for example:

• Support the local economy by seeking out local partners (suppliers, transporters, etc.)
• Buy local and favour short circuits
• Buy responsibly by selecting environmentally-friendly products and suppliers.

  *Source: 2020 Observatory, "Employees and responsible companies", conducted by Des Enjeux et des Hommes, and ekodev. Survery conducted among 1,016 private sector employees from companies with over 250 employees.