“ Komunikace pracuje pro ty, kteří pracují na ní.” John Powell

1. “Komunikace pracuje pro ty, kteří pracují na ní.”John Powell Institut interní komunikace

2. Dana Poulová Corporate social responsibility

3. CSR / Corporate Social Responsibility = integrování sociálních a ekologických hledisek do každodenních firemních aktivit a interakcí se zainteresovanými skupinami v okolí firmy (stakeholders) Princip zahrnutí sociálních a environmentálních hledisek do strategie firmy (vedle primární orientace na vytváření zisku) se nazývá také trojí zodpovědnost: • ekonomická činnost firmy • sociální rozvoj • ochrana životního prostředí

4. Co CSR přináší firmě? Co CSR přináší firmě? • Motivace zaměstnance • Probouzení hrdosti v zaměstnanci, že je členem organizace, která není „slepá“ vůči svému okolí • Péče o zaměstnance – „loajální zaměstnanec“

5. Corporate Social Responsible Forum 2010 80% zaměstnanců velkých firem je více motivováno a loajálních pokud jsou jejich společnosti angažovány v CSR • Zaměstnanci potřebují být motivováni, mít stanovené cíle, předpoklady k růstu a příležitosti k rozvoji  důležité i v CSR • Zapojení zaměstnanců do CSR není možné jednoduchým oznámením či přes intranet – zaměstnanci musí pochopit cíl aktivity, její smysl, vidět, že co je komunikované, se také uskuteční a že lídři je podporují INTERNÍ KOMUNIKACE Source: https://www.bizcommunity.co.za/Article/196/422/45169.html

6. Jaký vliv má CSR na firemní pověst? Fundamental impact CSR Online Awards 2009 Lundquist - Towards an international model of CSR communications Zdroj: http://www.slideshare.net/Lundquistsrl/towards-an-international-model-of-csr-communications 47 % Quite important impact 8 % Minor impact No impact Negative impact (because for example CSR is usually seen as a question of image and marketing 45 %

7. Do jaké míry ovlivňuje dobrá CSR pověst firmy schopnost zaujmout a přijmout nové zaměstnance? CSR Online Awards 2009 Lundquist - Towards an international model of CSR communications Zdroj: http://www.slideshare.net/Lundquistsrl/towards-an-international-model-of-csr-communications Major influence 33 % No more important than other common consideration 5 % Most important factor 4 % Minor influence Does not affect employment considerations 58 %

8. Corporate Social Responsibility in DPDHL IT Services

9. Corporate Responsibility in DPDHL CD 07 - Corporate Public Policy and Responsibility www.dp-dhl.com/responsibility

10. CSR Governance structure in IT Services CD 07 Comms CSR Amb Lenka Stefkova acting Global ownership Ralf HR Local ownership – site managers CBJ PRG GER AM CSR Amb Eelco Ringeling CSR Amb Lenka Stefkova CSR Amb TBA CSR Amb TBA Single point of contact HR Comms HR Comms HR Comms HR Comms Dotted reporting line in terms of CSR position ITS CSR Guiding principles Site specific Guiding principles Close cooperation role

11. IT Services CSR Approval Process 1. Prepares project, objectives, plan, approach CSR Initiative Leads 2. Consultation and advise 6.Communication of SMT decision CSR Ambassador 3. Collection of information 4. Presentation of all initiatives SMT 5. Approval x Disapproval

12. Global IT Services CSR Objectives • Building ‘One Team’: • in IT Services • with our business partners • DPDHL citizenship • Increase employee motivation & identification with the company

13. Global IT Services CSR Strategy IT Services CSR Guiding principles • We follow DPDHL Living responsibility strategy, part of Strategy 2015 (GoGreen, GoTeach, GoHelp) • We support employees in their voluntary community improvement initiatives • We do not support external public relations sponsorship • ITS CSR initiatives need to be endorsed by local SMT prior to implementation; especially if the following company support is needed: • Employee communication • Facilities & Resources • Any form of fundraising among employees • Funding

14. Global IT Services CSR Funds • All employee driven CSR initiatives can apply for the DPDHL Living Responsibility Fund • Approved projects can receive funding of € 500 – 4000 per annum, upon fulfillment of specified criteria

15. The Living Responsibility Fund: new name – new concept – more opportunities LIVING RESPONSIBILITY FUND WE support YOU YOU support others

16. What is the Living Responsibility Fund all about? • Employee involvement from the bottom-up is reality at Deutsche Post DHL! We want to foster existing community initiatives and encourage more employees to get active! • The new Living Responsibility Fund is the successor of last year’s Corporate Responsibility Award, but some criteria have changed. • With a total budget of up to € 300,000 per year we recognize and financially support your involvement for local communities all over the world. • In addition, the Group rewards outstanding projects with the CEO Award 2010 in the new category Living Responsibility. • To make the best out of it, we need all of YOU.

17. ITS CSR iShare site – went life on 6th September http://ishare.dhl.com/sites/ITSCSR

19. Living Responsibility in IT Services • IT Services globally • donation of € 2.367 to UNICEF, €1 per each EOS questionnaire • Prague • Consulting to Half-way houses in preparation • “One Team” helping to mentally disabled in Hvozdy on 13th Sept • Clothes donation to Salvation Army 6-19th Sept • “Young woodman” with Children House Racek on 16th Oct • Cyberjaya • DHL MY Volunteer Day 2010 – planted 2,600 trees on 26th Sept • Rumah Charis, a home for orphans and unprivileged, neglected children – fundraising and fun event organized on 20th August • Germany • “Race for the Cure” – running event on 26th Sept to support breast cancer awareness and funding • Americas • Valley Metro ShareTheRide program presented on 28th Sept • “3-day for the Cure” walk promoting breast cancer fight, 12-14th Nov … and many more at http://ishare.dhl.com/sites/ITSCSR