“ Although they couldn’t understand what the outcome might be … they trusted the objectives that were put forward because we’d worked with them before. ”
Desired Business Outcomes
Get Senior Managers engaging with the company’s CR agenda
Get all employees working towards CR goals
The challenges were mostly caused by a diverse workforce with different views on CR, which meant:
Targeting messages to junior staff and potential employees who already valued CR
Educating others who knew very little about or were sceptical of CR
How the Challenges were Overcome
2SFG had planned to roll-out CR initiatives across all of its UK locations (10 in total) but had struggled to get the buy-in from staff that they were hoping for. Rather than persisting with a broad-based approach they decided to choose one site and really focus on achieving objectives there.
In nine months they made significant changes which resulted in better results than had previously been achieved. Choosing one site allowed 2SFG to focus resources. CR Director, Terry O’Dea, had strong relationships with senior management at the site.
“I knew the individuals well and had worked with them on a number of projects, so was able to go in with a past track record of what we had already achieved down there. So although they couldn’t understand what the outcome might be… they trusted the objectives that were put forward because we had worked with them before.”
By succesfully demonstrating that CR could be used to reduce absenteeism, decrease labour turnover, increase productivity, and reduce the site's environmental footprint whilst reducing costs, 2SFG were able to raise interest from other sites hoping to repeat the success. An important part of the success on the site was the training offered to senior managers.
“… we ran a number of sessions to start with, training sessions where we could actually define the objectives of what we were trying to achieve, and explain to them how it would benefit their business. We focused on the cost savings that they could achieve if they followed the proposals we were giving them.”
The CR team are now making presentations at other sites aimed at showing how investment in CR principles now will help the business achieve cost savings going forward. They are also using their relationships with 2SFG customer to leverage adoption of these principles across the business.