corporate social responsibility as a valuable contribution to ...

Corporate Social Responsibility as a Valuable Contribution to Improvement ... 29
The first sphere involves CSR actions addressed to employees. Initiatives addressed to
employees deals with the following:
• improvement in working conditions (taken industrial safety into account) and
professional satisfaction
• balance between professional and private life
• equal opportunities, diversity of training and professional development of employees
(including career planning)
• communication/informing employees and involving them in decision making process
in a firm
• responsible and fair remuneration or financial assistance to the employed (e.g. systems
of old-age insurances, interest-free loans)
Behavior of such firms as “denkstatt GmgH” from Austria and “MELBUD Sp. z. o.o.” from
Poland can be quoted as examples of CSR actions addressed to employees in European SME.
A small advisory company “denkstatt GmgH” from Austria provides its employees with fruit
and milk free of charge and employees cook healthy dishes together during working hours.
Furthermore, the firm offers a possibility of taking a “nap” (a short 20 minutes long
regeneration sleep). Pot plants create family and friendly atmosphere.
“MELBUD Sp. z o.o.” from Poland, a medium-sized enterprise from construction industry,
has an internal social fund from which cultural, educational and sport packages for employees
(e.g. Christmas vouchers) are financed. The best employees can raise a loan the repayment of
which may be partly remitted. Employees have a feeling of professional stability and also
identify with a firm. This, in turn, creates better atmosphere and greater involvement.
The second CSR sphere are actions addressed to society. Initiatives undertaken by
firms in this scope may refer to:
• social integration and/or integration with labour market at the level of community
• improvement in local infrastructure
• financial or material assistance from local public institutions (e.g. schools, hospitals,
groups acting in favour of environmental protection, cultural institutions, sports and
recreations centers, etc.)
• support for society understood in a wider context (e.g. population in developing
countries)
In practice, actions taken by firms in favour of society can be observed e.g. in “Stormberg
AS” firm from Norway or in Polish firm “Toolbox Creative Communications”.
“Stormberg AS”, a small wholesale warehouse from Norway, recruits at least 25 % of its
employees among persons whose situation on the labour market is unfavourable. At the
moment, almost 30 % of its employees are ex-prisoners, students expelled from schools or
persons who cope with drug addiction. The firm has loyal employees and benefits from their
small rotation and low level of absence. Only four employees have left firm since it was
established, i.e. since 1998.
A small PR agency “Toolbox Creative Communications (TCC)” provides non-governmental
organization acting in favour of Polish-Jewish dialogue (through promoting cultural diversity
and teaching tolerance via education) with PR services (e.g. contacts with the media,
organization of press conferences, creation of websites or cooperation with journalists) free of
charge. The firm has established new contacts and won new customers. Furthermore, more
than ten paragraphs about CRS actions taken by the firm have been published in specialist
(PR & Marketing) websites.
Market is another CSR sphere taken into account. CSR actions directed to this sphere
involve customers on the one hand, and business partners and suppliers on the other hand.
Particular ventures may deal with:
• actions aimed at improving the quality and safety of products