HR Corner Responsible human capital by Charles Mak CSR initiatives put staff in the spotlight Implementing corporate social responsibility can be a costly process but one company in Hong Kong has made it a priority with the ultimate aim of engaging staff in socially responsible endeavours. City Telecom (HK) Limited (CTI) places heavy emphasis on environmental protection, social work and staff welfare. Investment so far has been considerable but in addition, CTI is taking an active role in a multitude of ongoing corporate social responsibility projects. Although the company's business activities do not directly impact the environment, a range of green programmes are in place to support environmental protection. These include tree planting, a garment recycling scheme and the introduction of a solar-powered vehicle. "There is so much we can do to preserve the environment," says Annie Sin, CTI's director of administration. "For instance, staff communications nowadays rely mainly on electronic means, adding speed to the process while reducing paper wastage," Ms Sin explains. "To save energy, unnecessary lighting systems are turned off after hours at our offices. We also organise a range of educational forums and seminars for staff to promote this environmentally friendly culture." CTI has been awarded the caring company logo for three consecutive years, during which time a variety of charitable events have been rolled out including basketball fundraisers, elderly home visits and cleaning services as well as supportive trips to child care centres. In February this year, some 168 CTI staff were sponsored to take part in the Hong Kong Standard Chartered Marathon. To prepare staff for this annual charity event, the company arranged for staff to undergo weekly training sessions led by a specialist coach. "Direct action echoes our core value of delivering warmth and support to Hong Kong society," Ms Sin remarks. "This year, our emphasis will be on helping disadvantaged children and youths, offering support to facilitate their healthy development during this critical growing stage." Humanising resources To consolidate and maximise overall human capabilities which transcend CTI's departments, an 80-strong corporate volunteer team was assembled nine months ago. Ms Sin adds, "This triggered a chain reaction because staff have encouraged their colleagues, friends and family members to participate in our activities." Prior to launching any CSR initiatives, consensus and mutual understanding between stakeholders are essential. This helps build a respectful and trusting relationship between employers and staff. "Resource allocation aside, we must always consider staff preferences and personal agendas," Ms Sin notes. In September 2006, a dedicated staff engagement department (SED) was established comprising three interconnected divisions: talent management, administration, and learning and development. "SED effectively mirrors the key functions of the company's customer engagement department," Ms Sin explains. "It ensures internal staff are taken care of in a similar manner to external customers." A monthly SED meeting and regular communication events are organised to engage staff and encourage feedback on the company's policies. Leaders from individual departments are encouraged to brief their subordinates on a daily basis. "Only when staff are well informed will they feel valued and respected," Ms Sin notes. "We do our utmost to ensure staff observe a healthy lifestyle" Information exchange There are yet more channels to facilitate the exchange of ideas within CTI. An anonymous online interactive forum provides information and feedback opportunities allowing staff to air their views openly. Hosts of the forum distribute information or suggestions to respective departments which then take appropriate action if necessary. Ms Sin notes that the main purpose of the forum is to gauge staff sentiment so CTI can strive to make the company as professional as possible for every employee, regardless of rank and seniority. "For instance, prior to the refurbishment work on our staff cafeteria Free Zone, design sketches were posted on the intranet so staff could take part in shaping their preferred working environment. This created an enhanced sense of ownership," Ms Sin remarks. As an acclaimed responsible employer, CTI also works towards improving staff's overall health, in particular, via an array of staff activities on top of a five-day work scheme. "Evidently, healthy staff are happy and productive so we do our utmost to ensure staff observe a healthy lifestyle," says Ms Sin. To facilitate an effective work-life balance, experts are invited to lead in-house sessions in the CTI training room which include yoga, cookery, make-up and even balloon twisting. Other more formal classes have covered EQ, stress management, workplace safety, team building, people management and first aid. These are complimented by outdoor activities ranging from outreach services and sports events to family outings. "These initiatives enable staff from various functions and at differing levels of seniority to come together and enjoy a common interest. This in turn helps strengthen bonds and build synergy across the entire company," Ms Sin concludes. Salient points * CSR integral part of CTI philosophy * Strong staff engagement department to co-ordinate initiatives * Regular fundraisers to support local community * In-house trainers lead special interest classes to help staff maintain work-life balance Taken from Career Times 28 March 2008, p. 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