HR Corner Well-developed corporate citizenship by Charles Mak Fulfilling social responsibilities creates all-win situations Many corporations nowadays don't just look at sales figures or business revenue when defining business success. One such company is Sino Group, which makes a positive contribution to the society through an all-round approach. The 7,000-staff Sino Group is one of the leading property companies in Hong Kong with core business in developing residential, office, industrial and retail properties for sale and investment. It is also a major player in hotel investment, as well as hotel and club management. With such an impressive business portfolio, the group feels it should give something back to the society. Sino's social responsibility framework is systematically categorised into community care, environmental protection, and arts and culture, each with its own policies and approach. The scope of involvement may vary but the group always looks for the true values when organising or taking part in any events. "Before signing on for anything, we take a good look at the NGO in need, and then identify possible areas of assistance. Instead of simply sending off a cheque, we also seek to offer support and assistance in many different ways," says Una Lau, assistant general manager, marketing & corporate communications, Sino Land Company Limited. "Adhering to our role and image as a good corporate citizen, and in accordance with our company policies, we develop a focus and define goals for all parties involved." For example, an educational approach is adopted for activities in the environment protection category. "This mainly involves student education so that they can learn about the environment and the significance of protecting it," Ms Lau notes. In arts and culture, Sino employs ongoing efforts to promote local arts and help art groups reach out to the public. In particular, the group initiated last year's Art in Hong Kong programme. "We are a property development company and what we can easily do is to offer exhibition venues," says Ms Lau. "This helps to bring art to the people and encourage interaction, whatever the art forms. This not only provides space for local artists but simultaneously educates people." "We develop a focus and define goals for all parties involved" Whole-hearted involvement With an aim of helping to build a better society, Sino keeps a keen focus on community care. Staff are encouraged and motivated to participate in a range of activities such as volunteering services and fund-raising. "By giving support to NGOs, we help raise public awareness towards community care," Ms Lau remarks. Again, the group doesn't only offer financial support but also a well-planned event that benefits also involved. "We don't just select and join in a particular activity," says Ms Lau. "Instead, we tend to initiate, facilitate and participate in a whole series of events." One example is a recent fund-raising event for the Hans Andersen Club, an NGO that provides practical help and support for the well-being of children and young people in Hong Kong. For these events Sino organised self-confidence workshops for single or work-at-home mothers. Chefs from the group's hotels arranged for single-parent families to take baking classes that helped build parent-child relationships. A fundraising event then began with a kick-off ceremony for sales of cookies at the group's selected properties. Top spirit Over the years, Sino has encouraged staff to take part in social activities that help them maintain a healthy work-life balance. A stair-climbing exercise co-organised with Hong Chi Association was one such activity that boosted physical fitness and helped raise funds for the NGO. "The exercise linked us and the society with the mentally handicapped. Through this we created a harmonious atmosphere for all," says Ms Lau. To show encouragement and commitment, the group offered professional training sessions for staff two months before the event. This year, the group joins in the Standard Chartered Hong Kong Marathon for the second time, and again a professional marathon coach is engaged to offer training. There will also be a supporting team on the day to provide drinks for the runners en-route, shower facilities for them afterwards, and to care for their personal belongings. Ms Lau believes that such activities can have multiple positive effects. "Staff from different properties of our company come together and so get to know one another while at the same time building up their physical strength. Besides the networking opportunities, they also feel the company's support. All these factors can definitely help enhance staff loyalty." To further motivate staff, Sino has a $5,000 cash award scheme. Last year, six staffers who actively took part in gainful social events won the award. Salient points - Target areas are community care, environmental protection, and arts and culture - Focus developed according to image as a good corporate citizen - Initiate, facilitate and participate in a whole series of events for the benefit of all involved - Achieve positive effects in team-building and staff loyalty - Cash reward scheme helps further motivate staff Taken from Career Times 9 February 2007, p. A20 Your comments are welcome at [email protected]