10 January WHY APPOINT “CSR AMBASSADORS” WITHIN YOUR COMPANY?
In August 2022, during the Medef Summer University, Prime Minister Elisabeth Borne encouraged companies to appoint "sobriety ambassadors" to contribute to the implementation of the sobriety plan that companies must deploy. This idea has already been implemented for several years by organizations that have appointed ambassadors in the field of sustainable development or CSR.
>> What is the role of these ambassadors?
To drive change in a collective, it is necessary to rely on a effective communication which will allow the exchange of information and the adhesion of stakeholders. A subject like sustainable development, which is a complex and multifaceted subject, requires train, raise awareness and get on board the collaborators. Indeed, today many employees say they are concerned by the subject but lack information to better understand it and modify their practices. By designating referent people, relay people, who will embody the project and know how to promote it internally, the organization ensures the effectiveness of its approach. To speed up this process, it seems wise to appoint an ambassador for each emblematic theme of sustainable development such as: waste management, energy performance, sustainable mobility, quality of life at work and responsible purchasing.
CSR ambassadors make the link between management, the HR or CSR department of companies, and employees. They have a dual role:
- they are players in the CSR approach contributing to the implementation of the action plan,
– they are also communications relay by centralizing and sharing the ideas of employees and by being the spokesperson for the approach internally.
>> Who can play this role?
It appears necessary in subject function to choose a knowledgeable about the business and its operation. This role can be taken by someone from the CSR department or the HR department or even the environment or quality department. But it can also be taken by people involved in the subject in addition to their missions. The CSR ambassadors within a company can be several and constitute a network of collaborators sensitive to the challenges of sustainable development.
>> What are the advantages for the organization?
The advantages for the organization are numerous:
- Allows communicate better and inform
- Guarantee the effectiveness of the process by ensuring the support of the greatest number of employees
- Allow to accelerate the transformation
– Gives direction for the employee in addition to these missions
– Helps strengthen the company's image : relay internally and externally
- Allow to do circulate ideas and best practices
The results of the national barometer of The Medef of the 2022 edition on the "perception of CSR in business" demonstrate that the CSR commitment helps to improve the image of the company and to retain employees. Among employees who are aware of a CSR entity in their company, 83% state that they are confident in their future within their current company, compared to 67% for those working in a company without a dedicated entity. ( National Medef Barometer Edition 2022)