August, 16 – BY TAM SANDEMAN – We thought people might be interested in this recent article (August 2011) on CSR Wire which clearly outlines why organisations need to look at engaging their employees around their sustainability efforts. Something our OgilvyEarth team has known since our first environmental behaviour change program back in 2004.
It shows that having an engaged workforce can positive influence the key components of ‘Triple Bottom Line’ performance: people, planet and profit. An engaged workforce not only contributes to a company’s bottom line, but also improves the organisation’s social and environmental sustainability impacts too.
Over the years our OgilvyEarth team has combined its sustainability expertise with Ogilvy Impact’s rich understanding of employee behaviour change to run internal sustainability programs for some of the largest companies in Australia.
Our message is simple. It’s one thing to enhance corporate reputation and attract talent with great sustainability commitments. It’s quite another to ensure you’ve galvanised all your internal troops behind these goals. Achieving engagement around your sustainability initiatives does not happen through osmosis. Like all good internal communication, you’ve got to work at it. Invest the time to make it happen. Make it engaging and really drive true ownership and behaviour change at all levels of the business.
The author cites many of the key components of great internal communication, but most importantly, companies should take heed. Business communication does not need to be bland. Making it creative and engaging will give you a better chance of making it work and getting the sustainability results you’re looking for.