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Module VII: Emerging Trends in HR in the New Millennium

Company Social Responsibility

CSR is a continuing commitment by business to behave ethically and contribute to economic development while
improving the quality of life of the workforce and their families as well as of the local community and society at large.

Now, corporate social responsibility (CSR) can simply be defined as a business enterprise’s obligation, beyond that
required by the law and economics, to pursue long-term goals that are good for society.

Purpose and Benefits of CSR

1. Cost Savings
Sustainable business practices can benefit a company's bottom line as well as the environment. Forbes points out
that by developing products that use less energy or less packaging, a company can also save on utility bills and
materials expenses. One notable example is General Mills, which is on track to reduce energy consumption by 20
percent after installing energy-monitoring meters on various equipment.

2. Brand Benefits
Borgen Magazine notes that investing in the community and supporting local organizations can set a business brand
apart from the rest. Responsible business practices can improve public perception of a company's brand, which can
increase its customer base and overall sales. It can also garner interest from investors that only invest in socially-
responsible companies.

3. Employee Loyalty
Corporate social responsibility helps companies attract and retain top-quality talent. McKinsey & Company, a
consulting firm, notes that employees increasingly look for employers that display ethical behavior and have values
that align with their own. The firm notes that a variety of companies saw employee motivation and loyalty increase
after engaging them in corporate social responsibility initiatives, and these companies felt they were able to obtain
better-quality employees as a result.

4. Long-Term Success
Executives who receive quarterly or annual performance-based incentives -- a common practice among corporations
-- often focus primarily on a company's short-term financial results. While this is an important component ensuring
profitability, it doesn't necessarily mean that profits are sustainable for the long-term.

Human Resource Departments play a critical role in ensuring that the company adopts Corporate Social
Responsibility programs.
Furthermore, HR can manage the CSR plan implementation and monitor its adoption proactively,
while documenting (and celebrating) its success throughout the company.

Human Resources technology can help with a Corporate Social Responsibility program, including reducing the
company's carbon footprint to benefit the planet. Start with these areas:
 Implement and encourage green practices.
 Foster a culture of social responsibility.
 Celebrate successes.
 Share and communicate the value of corporate social responsibility to employees and the community.

Implement and Encourage Green Practices for Corporate Social Responsibility

Implement green practices to assist in environmental waste reduction, while promoting and encouraging stewardship
growth, better corporate ethics and long-lasting practices that promote both personal and corporate accountability.
The value inherent in embracing green aspects of corporate responsibility is clearly understood, given the direct
impact that rising energy and utility costs have on employees' pocketbooks. Conservation has become an accepted
means of making our planet healthier.

Reducing each employee's carbon footprint is a great way of getting energy conservation and recycling waste
initiatives off the ground.

 Recycle paper, cans, and bottles in the office; recognize departmental efforts.
 Collect food, and especially donations, for victims of floods, hurricanes and other natural disasters around the
 Encourage reduced energy consumption; subsidize transit passes, make it easy for employees to carpool,
encourage staggered staffing to allow after rush hour transit.
 Permit telecommuting and allow employees working remotely to the degree possible.
 Encourage shutting off lights, computers and printers after work hours and on weekends for further energy
 Work with IT to switch to laptops over desktop computers. (Laptops consume up to 90% less power.)
 Increase the use of teleconferencing, rather than on-site meetings and trips.
 Promote brown-bagging in the office to help employees reduce fat and calories to live healthier lives and reduce
packaging waste, too.

Importance of CSR
Types of CSR
Functions of CSR
Indian CSR Act
How HR department can implement CSR

Green HRM

Green HRM is the use of HRM policies to promote the sustainable use of resources within organizations and, more
generally promotes the causes of environment sustainability.

GHRM is directly responsible in creating green workforce that understands, appreciates, and practices green initiative
and maintains its green objectives all throughout the HRM process of recruiting, hiring, training, compensating,
developing, and advancing the firms human capital.

It refers to the policies, practices, and systems that make employees of the organization green for the benefit of the
individual, society, natural environment, and the business