Stakeholders

Section of the competency map featuring StakeholdersFor example:

  • Understanding stakeholders, their main concerns and impact on the business

  • Developing/strengthening relationships with stakeholders

What are your Desired Business Outcomes?

  1. To make the business as transparent as possible

  2. To understand what support the business needs from its stakeholders

  3. A robust, positive corporate responsibility (CR) strategy

  4. To improve monitoring and learning

  5. To deepen customer/client relationships

Select an outcome, and then browse the Knowledge, Behaviours and Resources to help you overcome the associated challenges.

1. To make the organisation as transparent as possible

Challenges

Knowledge and understanding

  • Getting people to see the benefits of transparency

  • Convincing senior managers to share realistic messages, rather than just positive messages i.e. activities that haven't been 100% successful.

  • To use stakeholder engagement to increase transparency

  • Good networks and a knowledge of a wide range of contacts within the organisation

  • Knowledge of competitors and their activities

  • Broad understanding of sustainabilty i.e. "sustainability literate"

 Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Communication

Influence

Integrity

Operational

CR Academy course

Stakeholder Engagement course

BITC resource

A Director's Guide to Corporate Responsibility reporting

External course

Cranfield University: Evaluating and Communicating Sustainability

 

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2. To understand what support the business needs from its stakeholders

For example, that the business understands what support it needs from external stakeholders in support of its objectives, that the business is involved in decisions by stakeholders, rather than just being told the output of decisions

Challenges

Knowledge and understanding

  • To understand the motivations and positions of external stakeholders and then develop effective stakeholder engagement plans

  • Introducing more formal relationships

  • Understanding of local/ national government agenda and what is driving them

  • Knowledge of the best practice forums and which ones are relevant to you

  • Know your network's network

  • Know how to construct a stakeholder map

  • Knowing who and how to lobby


Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Influence

Integrity

Strategic

CR Academy course

Stakeholder Engagement course

External resource

Cranfield University: The Doughy Centre Guide to Guides

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3. A robust, postive CR strategy

For example, having a strategy that comprehensively addresses present and future CR issues that are material to the business, having a strategy that maximises positive impacts, supports the business vision and strategy and adds value to the business and its stakeholders

Challenges

Knowledge and understanding

  • Resolving conflicting points of view

  • Developing a clear strategy in a multi faceted company

  • Identifying the relevant social and environmental factors to consider and agreeing where the businesses responsibilities begin and end in the value chain

  • Challenging and modifying historical behaviours and ad hoc activities that are not aligned with the strategy e.g. nonstrategic charitable giving

  • Making a compelling business case demonstrating win/win outcomes and securing management support

  • Getting ownership for the strategy

  • Making sure the strategy fits the organisation and works

  • Being able to quantify risks and opportunities in financial terms

  • Has a broad understanding of all aspects of the business and the industry sector

  • Knows who the key stakeholders are and understands their issues and strategies

  • Understands relevant environmental and social trends

  • Know how to construct a stakeholder map

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Achievement

Builds relationships

Change driver

Collaboration

Influence

Organisational commitment

Self confident

Strategic

 

 

CR Academy course

Stakeholder Engagement course

BITC course

Leading on sustainability

BITC resource

The Business Case for being a Responsible Business

 

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4. To improve monitoring and learning

For example, continual adaptation of the business strategy in response to external factors, learning from others and continuously improving, regular review of the effectiveness of the strategy, establishing whether the company's key stakeholders think the company is addressing issues that are important to them.

Challenges

Knowledge and understanding

  • Getting data and information to inform the strategy

  • Ensuring that the figures from within the business are robust and accurate

  • Identifying relevant measurables and setting achievable targets

  • Good awareness of issues that affect the sector / wider business environment

  • Knowledge of different stakeholder engagement methods and technique.

  • E.g knowing how to establish stakeholders' needs and priorities

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Achievement

Builds relationships

Change driver

Communication

Data gathering and analysis

 

CR Academy course

Stakeholder Engagement course

See also Measuring and reporting - collecting evidence

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5. To deepen customer/client relationships

For example, to ensure that opportunties to deepen customer/client relationships are maximised, to position the organisation as a leader or strong performer in CR

Challenges

Knowledge and understanding

  • Helping stakeholders to develop their capabilities in CR

  • Being positioned as a member of the Public Relations/ HR / CR team who may not traditionally be involved in Business Development

  • Demonstrating the value to the business (Return on Investment) of speculative conversations and indirect benefits

  • Sector knowledge

  • Knowledge of clients CR programmes and requirements

  • Understanding of customer groups and what they value

  • Commercial awareness

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Communication

Collaboration

Data gathering and analysis

Engages others

Integrity

Strategic

See also Measuring and reporting - collecting evidence

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