Time Out: Unlock the Value of Corporate Social Responsibility by Mark Topley

The term ‘CSR’ (corporate social responsibility) has been around for a long time now. Although most people can describe some of the elements, it’s often a tricky concept to pin down; despite most agreeing it’s right to be a socially responsible business, many are unconvinced of the business case for CSR.

CSR involves a lot more than just working with good causes.

• It’s about who your company is, what it believes and how it does business.
• It’s about your role, your influence and your responsibility as part of your community and society.
• It’s how you play your role as a good corporate citizen.
• It flows into acting honestly and with integrity as a business, going beyond mere compliance.
• It flows into how you treat your team.

If CSR is done well and with commitment, it creates heart and energy at the centre of your business.

In my work as a CSR coach, I help businesses unlock the value that a strategic approach to CSR releases. I’ve seen some great examples of dental practices putting themselves at the centre of their communities, sponsoring local sports teams, raising funds for the local hospice, or providing oral health education lessons in local schools.

I’ve seen time and time again that this is not just the right thing to do but also a smart thing to do for the practice as a business. Structured CSR, however, goes beyond this.

The ‘stick’
There is an increasing shift in consumer expectation to judge business at a standard beyond profit, and with the populist press gunning for dentists at every opportunity it gets, an approach to being socially responsible and demonstrating that is no longer optional.

The ‘carrot’
Structured CSR also helps with communications and commissioning applications and, by being better organised, will raise for money for good causes.

Evidence shows that staff in socially responsible businesses are more loyal and more engaged, and therefore more effective. Customer loyalty is also stronger.

It’s time to go beyond the countertop collection tin and embrace what I call ‘joined-up CSR’. This is a simple but well-structured CSR plan which has an impact in a number of areas, including ethical practice; environment; team and leadership; good causes; and community. Far from being another load of stuff you have to do, a joined-up CSR plan is something that will strengthen your team and improve patient communications and reputation. It requires some thought and simple application.

It’s important to consider four keys: commit, fit, connect and manage.

• You need to commit wholeheartedly to the activity and to having a strategy.
• You need to find a cause or a set of causes that fits with your business.
• You must connect your team and your other stakeholders to what you’re trying to do.
• Finally, you must manage the process like any other value-creating asset in the business.

As the workforce and consumer expectations of business continue to change, CSR will increasingly become something that you need to get right. You can get ahead by working through this process.

Do the right thing, create positive inspiration and loyalty in the team and patients, boost your brand and contribute to good causes you care about.