HR's role in Corporate Social Responsibility should start at the recruitment stage. Today prospective employees are taking a strong look at the social footprints of Companies. Surveys have indicated that fresh employees are willing to work for a socially responsible company even for a lower salary. Recruitment is the process of searching for prospective employees and stimulating them to apply for jobs in the organizations. The aim of an effective recruitment programme should be to attract the best talentfor the job. Companies have to attract as many applicants as possible so that it can hire the best people. Human Resources professionals need to utilize all possible channels to inform potential candidates about their company's CSR programmes Creating a culture of change and responsibility starts with HR. Getting employees, who are already socially conscious, excited about fresh Corporate Social Responsibility initiatives, is a great way to begin. A committed set of employees who infuse enthusiasm for such programs would enable friendly competition and recognition programmes.
Over the past few years, there have been reports about large, trusted companies that have failed employees, shareholders and the public (i.e. Enron, Lehman, etc). These failures have created mistrust inthe corporate world. Employer brands are being eroded and the once sacred trust that employees had with stable pensions, defined benefits and lifelong jobs, are being replaced with pay for performance andadjustment to new learning goals. In such an environment, Corporate Social Responsibility can go a longway in rehabilitating the employer brand with potential new hires and society at large. It can help defeat the image that corporate objectives are rooted in single minded profit at the expense of society and the environment. Social and community connections that are encouraged by employers give employees permission to involve their companies in meaningful ways with the community. Encouraging employees to participate in community projects, blood donation progranmmes, food banks, and fund raising events and so forth. Encouraging Community Relations through the HR team would include implementing reward programmes, charitable contributions and encouraging community involvement and practices. Examples of these programs include sending emails and company newsletters to staff members that highlight employees and managers involved in community relations or creating monthly reward programs to recognize efforts by individuals within the company.
Ref: Suresh Parmar