Community

Competency map with Community highlightedFor example:

  • Establishing volunteering programmes

  • Engaging employees in volunteering activities

  • Demonstrating value from community activities and being recognised for them

What are your Desired Business Outcomes?

  1. Establishing a volunteering programme

  2. Engaging the community

  3. Engaging employees in community activity

  4. Demonstrating the value from community activities and being recognised for achievements in this area

1. Establishing a volunteering programme

For example, to maximise engagement with communities from which future customers are recruited, developing employees' skills and competencies, particularly communication and other soft skills, to raise morale in the workforce and build stronger teams, and improving employee perception of the company and strengthening the employer brand

Challenges

Knowledge and understanding

  • Establishing what constitutes a useful activity

  • Informing/educating the workforce

  • Recording and using the data

  • Putting a value to volunteering

  • Selling the idea that it is a long term investement

  • Gaining approval for the employee volunteering policy

  • Establishing priorities where there are many communities

  • Finding the resources to make it happen

  • Understands the charity sector

  • Knows how to value volunteering and present the business case to employees and managers

  • Knows what EV policy frameworks and best practice already exist

  • Understands their community and what will help improve the sustainability of the community

  • Understands legal requirements for activities e.g. health & safety, CRB checks for working with schools

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Collaboration

Communication

Data gathering and analysis

Engages others

Influence

Technical expertise

BITC resources

Employee volunteering resources

BITC course

Introduction to Community Investment

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2. Engaging the community

For example, to build strong relationships with community partners, make a positive impact on the communities organisations work in, to be recognised a a company at the heart of its community, and to help deliver the brand values of the organisation.

Challenges

Knowledge and understanding

  • Finding opportunities to use employees' business skills

  • Being strategic about types of projects

  • Developing a framework to facilitate community activity & allow employees to address local needs

  • Developing a policy

  • Getting the business to recognise the role it can play in the community

  • Linking community activities to core business products and sevices to demonstrate responsibilty

  • Being strategic about giving and convincing the board to be consistent and decline donation requests if they don’t fit the vision

  • Knowledge of a range of community investment initiatives and what has worked well.

  • Knowledge of people's skills within the business

  • Understanding of the business case for community investment

  • Understanding of the needs of each community

  • Understands the charity sector,  including partnership working, volunteering initiatives, sponsorships, the challenges, needs and priorities of charities

  • Knowledge of who key community decision makers are


Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Collaboration

Communication

Innovative

Operational

Strategic

BITC resources

More than making money: measuring the difference your company makes to society

How to develop a community investment strategy (members only)

External resources

The Doughty Centre "Guide to Guides"

BITC course

Introduction to Community Investment

 

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3. Engaging employees in community activities

For example, to improve employee engagement, bring different parts of the business together to make people feel part of a bigger group, and start to build relationships between business units.

Challenges

Knowledge and understanding

  • Developing a policy that makes it easy for employees to get involved

  • Providing opportunities for all employees to contribute to community activities

  • Getting employees to see the strategic relevance of community activities

  • Avoiding the image that CR is all about community

  • Ensuring that employees understand they have a critical role to play in maintaining and enhancing company image

  • Changing cultural norms

  • Knowledge of the creative community programmes on offer

  • An understanding of the political environment and agenda e.g. skills development and educational reform

Key CR KnoKey CR Knowledge icon - head with cogswledge

Behaviours

Resources

Achievement

Builds relationships

Change driver

Collaboration

Communication

Engages others

Influence

Innovative

Operational

BITC resources

More than making money: measuring the difference your company makes to society

How to develop a community investment strategy (members only)

External resources

The Doughty Centre "Guide to Guides"

BITC course

Introduction to Community Investment

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4. Demonstrating the value from community activities and being recognised for achievements in this area

For example, to demonstrate that the community investment programme delivers value, to be recognised externally as a socially responsible business that considers and cares for the communities in which it is based, to enhance business and brand reputation, and customer loyalty through its community activities.

Challenges

Knowledge and understanding

  • Overcoming any preconceptions that this is valueless philanthropy

  • Being recognised as responsible and caring in the community even when the nature of works have a big impact.

  • Demonstrating how community programmes add value to the bottom line and are worthy of investment

  • Demonstrating value when the present programme has evolved in an ad hoc way and is not strategic or efficient

  • Re-structuring activity to achieve consistency in delivery

  • Scaling up activity to have meaningful impact

  • Understanding of how to measure business and community benefits

  • Knowledge of appropriate organisations to partner with

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Change driver

Collaboration

Data gathering and analysis

Influence

Organisational commitment

Technical expertise

 

BITC resources

More than making money: measuring the difference your company makes to society

How to develop a community investment strategy (members only)

External resources

The Doughty Centre "Guide to Guides"

BITC course

Introduction to Community Investment

 

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