Toyota announced that one of the options available to employees is to work to build homes with Habitat for Humanity, which will allow them to still collect a full paycheck. Employees also have the option of signing up for training or taking unpaid leave.
This seems like a great idea from Toyota. There could have been stories about them having to cut employees’ pay or hours because of the slowed production, but they managed to find a way to improve their community and gain good publicity from it, while also keeping their employees working and invigorated.
More companies need to look into ways of getting involved in their communities, from a PR perspective, but also from a social responsibility perspective, and create incentives for their employees to want to participate in them. Actions like this create a lasting impression on communities and can create loyalty to a brand.
When customers can relate to a company or brand in a greater way than just a product (as a community activist or volunteer, for example) then there is a meaningful connection between that customer and the company. For a company, this is harder to ear, but it will also last longer than a quick deal or some other gimmick.
I have to wonder if this CSR effort put forth by Toyota is the first since the crisis in January/ February 2010? Do you know, Paul?
ReplyDeleteCSR efforts in this day and age never cease to amaze me. Companies are constantly proving their abilities to do good in the world by partnering with both global, domestic and local non-profit organizations and charities.
As a personal hobby, I choose to follow the overall business efforts of Nordstrom at all time. I have always had a personal admiration for the company, its customer service policies and high-end products. Recently, I was monitoring Nordstrom's CSR efforts, and I found that Nordstrom is a company that actually practices what they preach!
I feel in today's corporate environment, many companies say they are doing good in the world, but they don't actually practice standards and regulations that reflect the philosophy of those efforts. Take for instance, Ben and Jerry's, a very nature-oriented company that yields special varieties of ice cream. Even they, a very bohemian company, recently announced that soon their structure will eliminate unfair, global work conditions.
Nordstrom is a company of its word-it does its best to eliminate and reduce internal waste; this includes but is not limited to--carbon dioxide, pollutant, energy and water usage. The company has developed a thorough recycling program that continue to save the company money.
As they internally responsible, Nordstrom also has its arm extended globally, domestically and locally. Partnering with The United Way and the Susan G. Komen Breast Cancer Foundation is a way the company can directly influence its audience.
Nordstrom also has scholarship programs and special programs that coordinate with heritage months. Educational programs are some ways in which Nordstrom continues to contact its publics.