Many companies are now aware of the importance of well-constructed corporate social responsibility strategy. However, as a communication agency, we often need to explain why CSR communication has become essential and how to build it. In this article, we share the fruit of years of experience in this matter.
We provide you with the keys to success through the essential questions that will guide you.
What is Corporate Social Responsibility?
CSR is a concept whereby companies integrate social, environmental, and economic concerns into their activities and interactions with their stakeholders on a voluntary basis. It’s a commitment that goes beyond legal obligations. It includes communication principles and standardized qualitative elements (ISO) described below. By integrating these principles into your CSR communication strategy, you position your company as a responsible and committed actor, thus creating sustainable value for your company and society.
What are the 6 pillars of CSR communication?
The presentation of a company’s CSR initiatives is organized around a few key engagement principles:
- Responsibility to report to the consumer
- Transparency
- Ethical behavior
- Respect for human rights
- Concern for the sustainability of the activity, taking the environment into account
- Consideration of stakeholder interests
What are the 7 components of the ISO 26000 standard?
The ISO 26000 standard, a reference in CSR, imposes company commitments on:
- Organizational governance
- Human rights
- Labor practices and working conditions
- Environmental responsibility
- Fair operating practices
- Consumer issues and consumer protection
- Community involvement and development
Why is CSR communication important?
Wouldn’t committing and ensuring the proper implementation of our CSR plans be enough? Why add CSR communication?
The public presentation of societal commitments is crucial because:
- It strengthens stakeholder trust
- It improves the company’s reputation
- It attracts talent and responsible investors
- It can stimulate innovation
But communication codes, knowledge of competitors’ practices, and company values are elements to master. The support of a communication agency expert in CSR topics will be an essential asset for success.
What benefits can be expected from promoting your CSR initiatives?
Communicating your CSR commitments is not just a matter of commercial promotion of the company.
The advantages of a good CSR policy dissemination strategy are numerous:
- Improved brand image
- Differentiation from competitors
- Attraction and retention of talent
- Increased employee engagement
- Better risk management
- Innovation opportunities
- Strengthened relationships with stakeholders
The corporate DirComs of SKILLS Communication can help you identify your priority audience targets and image ambitions so that your CSR communication serves your employer brand and reputation.
How to implement an effective CSR communication strategy?
We recommend a rigorous 6-step methodology:
- Define your CSR ambitions
- Appoint a CSR manager or seek support from a CSR communication agency
- Identify your essential stakeholders
- Choose the right communication channels
- Be transparent about your successes and challenges
- Measure the impact of your actions and communicate the results
How to create a CSR progress plan?
Your CSR should be driven with a progression plan as follows:
- Conduct a diagnosis of your current practices
- Update your priority issues
- Define SMART objectives (Specific, Measurable, Achievable, Realistic, Time-bound)
- Develop a progressive action plan
- Set up monitoring indicators
- Plan regular communication on your progress
How to instill a CSR culture in your company?
Team buy-in is essential to achieve your CSR ambitions. Here are some keys to anchoring CSR in your company culture:
- Involve management in the approach
- Train your employees on CSR issues
- Create a network of internal CSR ambassadors
- Integrate CSR criteria into performance evaluations
- Organize fun and engaging CSR events
- Value your employees’ CSR initiatives
Best practices: some examples of CSR actions to implement.
These examples should be adapted according to the size, sector, and specificities of each company. The important thing is to choose actions that make sense for the company and its stakeholders, and that can have a real and measurable impact.
For each of these action categories, SKILLS can provide you with details and performance indicators to guide your practices.
- Environmental Management
- Energy efficiency and renewable energies
- Waste management and circular economy
- Sustainable mobility
- Creation of green spaces and awareness actions
- Human Capital Development and Workplace Well-being
- Training, mentoring, and talent management
- Work flexibility and work-life balance
- Diversity, equality, inclusion, and social benefits
- Team-building events and well-being initiatives
- Societal and Community Engagement
- Patronage, sponsorship, and solidarity actions
- Education, professional integration, and academic partnerships
- Social innovation and support for entrepreneurship
- Creation of a corporate foundation
- Ethical and Transparent Governance
- Strengthening business ethics and anti-corruption measures
- Transparency and dialogue with stakeholders
- Diversification of governance bodies
- Integration of CSR into corporate strategy
- Responsible Economic Practices
- Responsible purchasing and fair trade
- Sustainable innovation and eco-design
- Fair and transparent remuneration policy
- Partnerships with the social and solidarity economy
- Responsible pricing and investment
Some references of successful CSR communication:
We’ll mention here the example of Patagonia, an outdoor clothing brand. Their “Don’t Buy This Jacket” campaign made a strong impression by encouraging responsible consumption. The result? Strong customer loyalty and continuous growth.
In another field, Danone was a pioneer with its communication on regenerative agriculture. By regularly sharing its progress, the company strengthens its credibility on environmental issues.
Pitfalls to avoid in your CSR communication
There are many, but the most common ones are as follows. Be vigilant to:
- Not fall into the ease of greenwashing
- Avoid statements not supported by facts
- Not neglect the coherence between your actions and your discourse
- Not focus solely on positive aspects
Minor communication errors can easily generate a distorted perception of your real commitment. The expert eye of a CSR communication consulting agency will ensure neutral and positive criticism of your CSR communication.
How to integrate CSR into your overall strategy?
CSR cannot be separated from a company’s overall strategy. They feed each other mutually. To ensure this essential link, you should:
- Align your CSR objectives with your corporate vision
- Involve all departments in the approach
- Integrate CSR criteria into your decision-making processes
- Train your teams on CSR issues
- Make CSR a recurring topic in your internal and external communication
What is the difference between CSR and ESG?
CSR (Corporate Social Responsibility) and ESG (Environmental, Social, Governance) are complementary:
- CSR concerns the company’s actions
- ESG is used by investors to evaluate the CSR practices of companies and investment funds
What is the future of CSR communication?
CSR communication must evolve to ensure more trust and support from stakeholders. In this context, we observe the following trends that integrate communication practices:
- More transparency and data (as proof)
- Increased use of digital and new technologies
- Growing involvement of stakeholders (external guarantee)
- More advanced integration into the overall strategy (alignment)
- Focus on real impact rather than intentions
CSR communication is an investment for the future
The dissemination of companies’ societal commitments and initiatives is no longer an option, it’s a necessity. It’s an investment that pays off in the long term, strengthening your reputation and overall performance.
But it’s also an effective instrument for employee engagement and strengthening your employer brand.
Don’t wait any longer to integrate CSR communication into your strategy!
Depending on your maturity on this subject, our Communication Directors will be able to advise you on the priorities to implement.
Frequently Asked Questions about CSR Communication
Q: Isn’t CSR communication just greenwashing? A: No, not if it’s based on concrete and measurable actions. Transparency is the key.
Q: Where should I start my strategy for sharing the company’s CSR actions? A: Start with a diagnosis of your current practices and identify your priority issues.
Q: Should we communicate about all our CSR actions? A: Focus on the initiatives most relevant to your stakeholders.
Q: What channels should be used for disseminating societal commitments? A: Vary the media: CSR report, website, social networks, events, advertising
Q: How to measure the effectiveness of my responsible communication strategy? A: Monitor indicators such as your brand recognition, employee engagement, and the attractiveness of your company.
