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Creating a strategic corporate responsibility program
SEEK had organically developed a range of Corporate Responsibility (CR) initiatives from its early days, such as SEEK Volunteer and its matched-giving program called Bright Futures. Making a positive contribution to the community is seen as something that is in the company’s “DNA”, however, it wished to gain more value from these investments, prioritise them in the businessand to integrate them into a more focused and strategic approach to CR long term.
Due to the wide range of views internally on the strategic relevance of CR, and the need (or otherwise) for a larger strategic program, Futureye led SEEK through a five-stage process of inquiry and development. This process was designed to gain wide-spread buy-in to the resulting CR plan and whole-of-organisation engagement.
To provide structure Futureye applied its Strategic Framework throughout, to conduct research into current state and best practice, facilitate a cross-functional brainstorm (the group which formed the CR Steering Committee), which led to the articulation of the CR vision, criteria and a wide-range of proposed initiatives. Futureye assisted with the development of a three-year CR plan.
SEEK had all it required to develop and benefit from a new strategic approach to CR. The company’s Executive Team approved the three-year plan and work is underway on the priority initiatives and to engage all SEEK staff in their development. In the first year, SEEK reported a number of benefits in aims to grow their volunteer program, reduce their ecological footprint, and increase participation in the Bright Futures program.