Internal CSR communication and its role in shaping employee understanding of CSR: A framing perspective

Transcription

1 Internal CSR communication and its role in shaping employee understanding of CSR: A framing perspective Nataša Verk, University of Ljubljana Urša Golob, University of Ljubljana

2 CSR or CSRs? STARTING POINT

3 Research gap Contemporary studies focus primarily on the external aspects of CSR communication > Knowledge deficit: How employees understand CSR? Lack of empirical research on CSR communication as a meaning-making process Theoretical foundation Frame theory (constructivist perspective) Examining CSR communication as a contested terrain Framing & its double life: psychological process > referring to the cognitive structures that guide an individual s representations of everyday events (Goffman, 1974) organizational process > referring to frames in communication, which arise from networks of professional communicators that engage in framing (Entman et al., 2009: 176). Objective To identify differences and similarities between the existing CSR frames in communication and in employees minds RATIONALE

4 DATA COLLECTION 9 interviews with middle manages (for each case study) Internal materials used for communicating about CSR with employees (internal newsletters, internal magazines); DATA ANALYSIS Framing analysis > core position/problem definition, causal interpretation, treatment reccommendations, moral evaluation (Ban 2016; Entman, 1993; Gamson & Modigliani, 1989; Gamson & Lasch, 1983) RESEARCH DESIGN

5 CASE I: The observed company operates in the cement industry, which is traditionally portrayed as a heavy polluter The azbestos story: The company had been producing construction materials that contained azbestos. By the end of 1990s, the latter was officially proven to be the main source of the local environment degradation as well as to cause the azbestos disease (an incurable lung disease) among workers and local citizens. The company thus needed to take action towards cleaning their production. However, their activities involving the cement asbestos removal and transport were evaluated as non-protected, causing the exposure to spread in the environment. > The formation of a strong local civil initiative, which has been closely monitoring the company s actions ever since. CASE STUDY I

6 CASE II The observed company is a part of the waste management sector; public company Taking care of a clean enironment is the company s core domain. Previously awarded for its CSR campaigns, such as Raise your voice against the food waste and Get used to reuse, and its CSR activities in general with a Slovenian HORUS award for CSR. CASE STUDY II

7 FINDINGS I: CASE I Core position on CSR Employees THE LIFELINE FRAME Business is an integral part of society and is - as such - responsible for acting in a way that is respective of its values; interdependance Once the trust between the company and its stakeholders is broken, engaging in CSR represents the only way to rebuild it and esure a company s future existence Companies, regulators and individuals share a multual responsibility for protecting natural environment and ensuring the wellbeing of local communities and individuals Internal/external aspect of CSR Company THE OPTIMISATION FRAME A company needs to act on its responsibilities towards the natural environment and society; Interdependance A company needs to invest in practices aimed at reducing its impact on natural environment and enhancing the well-being of its employees and local communities Shared responsibility (company, regulators) CSR activities as an investment in the future success of a company Internal/external aspect of CSR

8 THE LIFELINE FRAME THE OPTIMISATION FRAME Causal interpretation of CSR engagement (cause-effect) Reccomendations with regard to CSR behaviour Appeals to principle Keywords Broken trust in a company because of past experiences > Trust regained, legitimacy, survival Employee expectations > Employee satisfaction Industry stigmatization > Legitimacy Proactive approach Doing more than is required by law Total transparency Listening to stakeholder demands Focusing on CSR weaknesses Learning lessons from the struggles of other companies/competitors in the industry Inside-out approach Protecting the environment The importance of preserving stakeholders trust Coexistence, trust, environment, local community, employees, investment, FINDINGS survival, continued I corporate existence, legitimacy, Industry specifics > Optimizing the relationships with stakeholders, legicimacy Proactive approach Doing more than is required by law Total transparency Listening to stakeholder demands Focusing on CSR weaknesses Protecting the environment The importance of preserving stakeholders trust Optimization, environment, local community, employees, regulations, development, investment, monitoring,

9 FINDINGS II: CASE II Employees Employees Company THE ENGINE FOR GROWTH FRAME THE CASTLE-BUILDING FRAME A WAY OF LIFE FRAME Core position on CSR The interdependence of business and society Is self-evident Engaging in CSR should be as natural for a company as performing its core business Companies need to extend their CSR programmes to the topics outside of their core domain in order to avoid stagnation CSR is the most meaningful if it is context specific, sensitive to stakeholders (in)ability to adopt CSR practices and if it relates to issues within a company s domain... Otherwise it inspires doubt and frustration, which makes it counterproductive The interdependence of business and society Is self-evident Companies need to extend their CSR programmes to the topics outside of their core domain because CSR is a way of life Shared responsibility Internal/external aspect of CSR Shared responsibility FINDINGS II Internal/external aspect of CSR

10 THE ENGINE FOR GROWTH FRAME THE CASTLE-BUILDING FRAME A WAY OF LIFE FRAME Causal interpretation of CSR engagement (cause-effect) Stakeholder expectations > Stakeholder satisfaction Lack of knowledge among service users > Growth Industry-related specifics > Ensuring the well-being of future generations Public company > Stakeholder satisfaction Disregarding inequality (economic perspective) > Dissatisfaction Disregarding aspirationspractice gap> Distrust, tarnished reputation Stakeholder expectations > Stakeholder satisfaction Industry-related specifics > Ensuring the well-being of future generations Lack of knowledge among service users > The appropriation of new consumer habits/a more responsible life style Reccomendations with regard to CSR behaviour Doing more than is required by law Empowering others Extended responsibility Focusing on CSR strenghts Inside-out approach Following and applying the latest trends Setting achieavable goals Relatable calls to action Context sensitive practices Company-cause fit Focusing on CSR strenghts Doing more than is required by law Empowering others Extended responsibility Focusing on CSR strenghts Driving change Inspiring practices Appropriating responsible behaviour as a way of life

11 THE ENGINE FOR GROWTH FRAME THE CASTLE-BUILDING FRAME A WAY OF LIFE FRAME Appeals to principle Using resources to advance social well-being Providing equal opportunities for all Using resources to advance social well-being Keywords Environment, de facto responsibility, natural state of living and being, internalized state, individuals, employees Unequal opportunities, ideals vs. practice, doubt, prioritization, relevance, achievable goals Environment, customers, social good, education, awareness, desired state of living and being

12 CONCLUSIONS Exploring CSR topics, which are addressed in communication, is not enough. Instead, we should take a look at how CSR meanings are structured and organised. Employees can adopt/develop conflicting CSR frames. Coexistence of CSR frames (CSRs): micro-level analysis

13 A LOOK AHEAD