Challenge

The client’s corporate social responsibility (CSR) strategy was lacking an overall direction, and people were confused about what it represented.

They needed a CSR strategy to demonstrate the ambition of the business to have a positive impact on society, to employees, and potential employees. And it needed to give employees the opportunity to get involved in activities beyond their everyday job.

Response

Our team got to work understanding the business, its goals, and the activities it was undertaking as part of its existing strategy. Through a series of workshops, we established a North Star ambition based on the company’s established values and ways of working. This North Star allowed us to select the relevant themes and activities to support the strategy.

To engage employees and create a shared cause, we worked with the client to find a charity partner that contributed to the North Star. We identified three types of charities and put the options to an employee vote to maximise engagement.