USING CSR TO WIN

THE WAR FOR TALENT`

GROUP3- SECTION B

Sudarshan R(12020841104)
Lokesh Merugupala(12020841080)
Advait Bhobe(12020841116)
Nakul Mallikarjun(12020841083)
Kumar Vaibhav(12020841079)
Prakhar Raj(12020841087)
Rahul Dewakar(12020841089)
Rahul Mathur(12020841090)
Giffin George(12020841075)
Nash Rodericks(12020841084)
GOALS OF THE GROUP

Factors & Reasons

 WHY COMPANIES SHOULD
EMBRACE CSR
Employee Long Term
Engagement Thinking

Why
CSR?
Brand
Differentiatio Cost Savings
n
THE WAR FOR TALENT

To attract employees and talent.

Demand for the best & brightest.

Core values and “Employee value

Proposition”

Difference to society apart from

maximizing profits

Focus on overall engagement rather

than just physical involvement
INTERNAL MARKETING
INTERNAL MARKETING CHALLENGES

How do managers incorporate

CSR into the activity?

Identifying the needs of each

employee segment

Formulating a CSR policy to

cater to each segment

Four main challenges of using

CSR in Internal Marketing
LACK OF AWARENESS AND
INVOLVEMENT IN CSR

Employees not close to the

company’s CSR efforts

No idea about specific

activities

Often given back page

treatment

Notify periodically and slowly

bring them into the initiative
 LIMITED UNDERSTANDING OF
EMPLOYEE NEEDS

Satisfying
higher order
“Psycho –
Social
Needs”….

Makes the process “Complex”…

PRIMARY NEEDS
POOR UNDERSTANDING
OF EMPLOYEE RETURNS

 What is the company

gaining in return?

 Could be psychological
satisfaction?
Understanding of
Employee
Returns
More time to company

Motivation comes from

within

Increase in
Commitment

Quality & Productivity

TOP-DOWN APPROACH

Policies
designed at
CEO level

Implemented
at lower levels

Less
employee
Involvement
STEPS TO OPTIMIZE CSR
STRATEGIES

Co-
creating
Fulfill CSR value
employee
Use Input – needs
Output methods

Increase
Employee
Proximity
 Bottom – Top
Approach
Awareness
programs
Involve Remuneratio
Employees n
 Improves brand image

Attracts future talent and

employees
ITC- viewed by some as unethical
for dealing in cigarettes
CSR - cause marketing by
Classmate.
 REFERENCES
 http://en.wikipedia.org/wiki/Internal_mark
eting
 www.marketingteacher.com/lesson.../les
son-internal-marketing.html
 http://www.itbusinessedge.com/cm/blogs
/tennant/attracting-top-talent-through-
corporate-social-
responsibility/?cs=45477
 http://www.livemint.com/2008/01/132311
38/CSR-Advertising----Doing-good.html
 http://www.ic.gc.ca/eic/site/csr-
rse.nsf/eng/h_rs00563.html
 THANK YOU…
QUESTIONS ARE WELCOME…