HR Corner Deliverable promises by Maggie Tang International logistics giant in touch with corporate responsibility Businesses cannot exist in isolation simply reaping profits for employees and shareholders in today's corporate world. Successful modern corporations now need to function in a similar way to individuals, demonstrating high levels of responsibility in order to win respect. FedEx Express is acutely aware of this and has structured its business strategy to incorporate social responsibility and global citizenship. Being the world's largest express transportation company, FedEx's strengths are manifold, positioning the company extremely advantageously in its field. Its tremendous size and workforce and global reach mean FedEx benefits from both economies of scale and forefront industry knowledge. Business growth naturally remains a primary objective. However, FedEx also allocates substantial resources to charitable investment with the aim of offering hope to the disadvantaged around the world. "As a multinational we embrace the responsibility to care for the world," says Clifton Chua, managing director, FedEx Hong Kong, Macau and the Philippines. One of the recipients of FedEx's largesse is ORBIS International, a non-profit global organisation seeking to prevent blindness and treat eye diseases in developing countries. As well as its flagship flying eye hospital, the organisation also operates medical programmes and works alongside local medical staff to preserve and restore sight. The flying eye hospital recently visited Hong Kong on one of its goodwill visits to raise local awareness of preventable blindness in children worldwide and encourage more donors to support its mission. As the organisation's first global sponsor and currently one of its largest benefactors, FedEx is also the sole sponsor of the "Delivering Sight Worldwide" outreach initiative, a signature programme with ORBIS to create public awareness about preventable blindness and ORBIS's mission to eradicate it worldwide. "We are proud to be able to contribute to meaningful causes. Benevolence permeates the partnership. Besides giving financial support, we provide many free specialist services to the organisation, for instance, annual safety checks for the plane, piloting, employee-volunteer support and transportation of urgently required medical supplies to ORBIS programme sites all over the world," Mr Chua points out. "As a business, we hope to outlast passing trends and grow with society" Good cause According to Mr Chua, FedEx makes donations in four strategic areas: emergency and disaster relief, pedestrian and child safety, education and health and human services. He says the company maximises its available resources to fulfil humanitarian missions. "One way of contributing is to make use of our logistics and transportation expertise to move emergency relief and related goods. Similarly, we encourage volunteerism among our staff so the entire company can work together to create a better community." At a time when businesses have become extremely powerful due to improved resource accessibility, corporations need to take on greater responsibility. Mr Chua highlights the role corporations play in society today. "Every decision made by corporations should be viewed in light of corporate social responsibility nowadays. This is because businesses, especially large ones, enjoy numerous advantages in the globalised environment. Responsibility however, does not mean that businesses cannot make profits. Quite the opposite is true since corporate social responsibility can help companies improve business performance," he says. Mr Chua remarks the constant flow of fast information has created a more competitive business environment and customers now benefit from increased transparency and lower costs. In addition, corporate ethical practices also influence the buying decisions of customers. FedEx, which has been charitably involved for over 10 years, has successfully established itself among the most admired and trusted corporations in the world. As far as employees are concerned, they too prefer an employer who adheres to ethical practices. "Being a responsible business sets you apart. We must strive to help the world resolve problems. Support can only be garnered if a company provides benefits to everyone involved in its operations," Mr Chua stresses. Corporate culture Mr Chua believes a caring reputation is essential for attracting talent. Employees are also better motivated in the knowledge they represent a company with a sympathetic core instead of a money grabber. "Volunteerism has become part of our company culture. Employees get immense satisfaction from participation in voluntary projects," he adds. In his view, being responsible is more than just a passing trend in the private sector. Fundamentally, the idea stems from a company's desire to be sustainable. "As a business, we hope to outlast passing trends and grow with society. To achieve this, we must create a business strategy which is mutually beneficial to both ourselves and the community to balance self-interest and benevolence. As a responsible global corporate citizen, we will remain firmly committed to fostering prosperity around the world," Mr Chua. Salient points * First global sponsor helping ORBIS save sight worldwide * Volunteerism part of company culture * Right balance between self-interest and benevolence Taken from Career Times 18 January 2008, p. B19 Your comments are welcome at [email protected]