Corporate social responsibility of business. Modern trends in the development of CSR. Criticism and problems

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The essence of corporate social responsibility

Such a guarantee usually goes beyond the legally fixed norms and involves the voluntary adoption of additional measures aimed at improving the quality of life. Here the interests of both workers and their families and entire social groups are affected.

Corporate social responsibility is possible only with the stable development of the production of companies, which means contributing to the formation of social peace, the well-being of residents, the preservation of the environment as well as personal safety. Moreover, its implementation takes place with the state's non-interference in operational activities. After all, excessive regulation deprives the spirit of voluntariness, independence and any social activity.

Among the main ways of development and regulation, there is a fruitful dialogue between the state, public organizations and main business structures. Perhaps this is why an appropriate policy can only be developed as a result of social contact. In addition to everything, the key role here belongs to employers as organizers of the "large-scale conversation".

Historical aspects of the development of the concept

Understanding the importance of the balanced development of the country is carried out through not only the regulation of the economy, but also public control. Thinkers of the first half of the 20th century came to this, in particular, J.M. Clark, the famous American specialist in macroeconomics. After all, the imperfection of the market and government controlled makes society constituent element economic order.

It was believed that the need to enhance the role of components of the public sector, such as collective consciousness and voluntary cooperation, is an integral part of all economic theory.

According to the aforementioned scientist, the goal management activities and the balance of society is. In addition, there should be a symbiosis of government control and private business. Simply put, a balance is ensured between selfish and national interests.

If we consider the concept of "corporate social responsibility" in a broad sense, that is, taking into account the impact of office work on society, then different organizations operate it in different ways. Despite this, in matters of its origin, it all comes down to one thing: the formation dates back 20 years ago.

However, at the beginning of its formation, this definition was understood only as the nature of relationships with employees, the timeliness of payments wages as well as an adequate level of taxation. In other words, the circumstances that characterize the external side of the socio-economic activities of specific companies.

In the early 70s, it became necessary to realize their responsibility to society. Western European structures have developed common guidelines in the relationship between workers and employers. It was from that time that all areas of corporate social responsibility began to be studied in detail.

Note! Corporate social responsibility is carried out on a voluntary basis only. This is a kind of integration of the social and economic components of business with all people, as well as other companies.

Multilevel system

The corporate social responsibility system consists of three main levels, each of which has its own nuances. In the case of "loss" of one of them, the meaning of all this activity is completely lost.

The first level is formed through the ideas of society about morality. In other words, the regulatory framework is a moral obligation to the target audience. Basically, they relate to the current or future activities of a particular company.
The second level implies social responsibility with specific norms. Since this element of the system acts as an object of external control, it requires maximum openness and transparency of actions.
The third level is focused on creating social values during interaction stakeholders... Here the ethical component acts as a pivot - from setting goals to evaluating results.

Basic models

Corporate social responsibility models use specific areas that are strictly regulated. The most popular are social, educational and environmental areas.

Social projects

To date, local communities are actively supported, where attention is paid to local specifics social problems... In order for this activity to be noticeable and sustainable, active cooperation in various directions should be observed on the part of the state, business communities, as well as the non-profit sector. In other words, all efforts should be combined as much as possible.

The most striking examples are programs to support gratuitous donation, creating comfortable conditions for recreation, long-term social investment, as well as professional support of specialists.

Educational projects

Support for various educational programs - from teaching elementary manipulations to the most complex research - is one of the priority directions which represents corporate social responsibility in Russia.

After all, as you know, education is focused on the development of both individuals and society as a whole, so it should be given appropriate attention. Everything is due to the fact that the speed of information exchange is of particular importance, which is why it helps to solve the global challenges facing companies.

Support for educational programs in all their diversity is simply necessary, because the professional knowledge of employees and the desire to expand the personal knowledge base is very valuable. Here, resources are invested not only in our own specialists, but also inter-industry exchange of information is supported.

Such examples of corporate social responsibility can be observed in the development of youth entrepreneurship based on student projects. This type of activity is in widespread demand today, since the majority of young specialists who have not even graduated from universities have unique ideas. It is their implementation that becomes possible thanks to corporate support.

This prepares them for future professional cooperation in various fields, both domestic and international.

Environmental projects

Of course, the development of corporate social responsibility affects the environment. Minimization is ubiquitous negative impact, as well as the search for opportunities to maintain balance in nature.

It is worth noting that already in 153 countries adherence to environmental principles is noted, as well as active participation in discussion clubs of the same name. There is also a responsible attitude to the health of employees of companies, therefore, safety and comfort working conditions come to the fore. It is important to breathe fresh air, drink clean water and be in contact with environmentally friendly materials.

First of all, such projects take into account rational use natural resources, optimal waste disposal, as well as the development of environmental behavior in society.

Corporate Social Responsibility Principles and Strategies

During the procedures for personnel management, companies attract a qualified workforce, which justifies the growth of productivity. For example, by installing a treatment plant, you can have a positive environmental impact, which also allows you to save on material costs.

Working with local communities builds trust and improves social conditions. Use of services local suppliers allows you to develop regional markets. In other words, there is a clear relationship of cause and effect relationships.

Everything described above suggests that any concept should be guided by certain principles and management strategies. After all, it is they who are aimed at realizing the potential of any organization.

If we take into account that the principles of corporate social responsibility are the foundations that reflect its essence, then their non-observance radically changes the meaning of this concept.

Corporate responsibility and its core principles

Transparency is manifested in the clear and understandable management of social procedures. Any information other than confidential data should be publicly available. Concealment of facts or their falsification is unacceptable here.
Consistency is displayed in the presence of fundamental directions of implementation specific programs... The Directorate takes full responsibility for the current and subsequent activities. In addition, it must be integrated into all business processes, despite the tiered levels.
Relevance indicates the timeliness and relevance of the proposed programs. They should cover a significant number of people and be as visible to society as possible. In addition, the funds spent are obliged to help solve the assigned tasks after an objective and regular assessment of them.
The elimination of conflict situations, as well as distance from specific religious or political movements contributes to the effective solution of socially significant problems. This creates a situation of full-fledged choice, as well as following one's preferences.

Conceptual features

The concepts of corporate social responsibility are manifested by the presence of certain needs focused on ensuring their resource base. The socio-economic component is taken as a basis as in this moment, and in the future.

They allow you to link non-financial aspects with the strategies of a particular business. There is not always a clear logic behind this, and the tasks set may not lead to the expected results. However, it is the implementation of such concepts that is most relevant for most of the world's business communities.

Key conceptual components

Corporate ethics.
Public policy.
Environmental education.
Corporate activities.
Respect for human rights in relation to all subjects of socio-economic relations.

Implementation tools

Corporate social responsibility of a business involves many forms of implementation. One of them is charity, or sponsorship. This view targeted allocation of funds is focused on the implementation of social programs, including monetary or in-kind variations of support.

In addition to this, the voluntary delegation of employees makes it possible to provide recipients with knowledge, skills, contacts, which are subsequently necessary for cooperation.

Targeted financial assistance in the form of monetary grants in the field of education or applied research is the most accessible and traditional tool for implementing social contacts. As a rule, they are associated with the main activity of the company or its strategic business objectives.

The provision by a corporation of a resource base for the creation of structures or objects of a public nature is often used for self-promotion purposes. Such corporate sponsorship is considered a fundamental factor in addressing the demand for specific areas. Usually, for this purpose, whole funds are created, focused on the implementation of social activities.

Joint partnership programs that aim to reduce social tension and improve living standards are made possible by social investment. This financial assistance implements long-term projects that provide a systematic approach to solving social problems.

When it comes to the direction of the percentage of sales a specific product then so socially meaningful marketing acts as the most important form of targeted assistance for highly specialized areas.

An important tool is also sponsorship represented by legal or natural person on the terms of advertising distribution.

Conclusion

The corporate social responsibility of the company, more precisely, its practical implementation, is due to the absence of clear boundaries between the social sphere of life and the state. The economic crises of different years are a vivid confirmation of this. No matter how serious the intentions in the field of social responsibility are, these are primarily advertising tools, and not a purposeful concern for people.

Corporate social responsibility is a concept that can be called more relevant for Western countries, and today it is still not entirely familiar to domestic entrepreneurs. However, it must be said that over time, our business has also seriously thought about the assimilation of this concept.

What is it?

Corporate social responsibility began to be used in the global community around the 60s of the 20th century, when this concept began to be actively used in operating enterprises Canada and the United States. At that time, it was perceived solely as a concern of managers for personnel, as well as providing assistance to the local government. Back in the 70s, due to the increasing growth of concern on the part of people about the state of the environment, corporate social responsibility began to include also concern about the environmental situation in their state.

Today, Western management specialists, considering corporate social responsibility, propose the use of the ZR concept, which provides that company leaders will pay equal attention to working for profit, as well as caring for their own employees, partners, clients and events, the main task of which is to guarantee environmental protection.

How is it provided?

The larger the business of a certain company, the more influential it becomes in relation to the life of the environment, and this applies to its employees, partners, customers, economic space, as well as all kinds of cultural and educational processes... In this regard, corporate social responsibility provides for the fulfillment of a number of obligations related to both economic properties and social ones. In particular, this concerns the timely payment of taxes, providing subordinates with the most comfortable working conditions, providing a number of jobs and much more.

It is worth noting the fact that different companies use different system providing subordinates with comfortable conditions, ranging from the offer of a subscription to a fitness club and ending with the provision of their own housing for those employees who work for a long time. Most often, the concept of corporate social responsibility is interpreted as the conduct of active charitable activities of the company.

How is charity done?

Modern companies are actively engaged in the creation of all kinds of charitable foundations... IN recent times in society, the approach to charity is gradually changing, starting from the standard financing of various charitable and public organizations that independently distribute money between various objects, and ending with the partnership participation of all parties, that is, the authorities, society and business. Thus, thanks to the active interaction on the part of each of the participants, all kinds of social programs appear that are equally interesting to society and are aimed at solving certain social problems. This model is today called social partnership.

Levels

The concept of corporate social responsibility is divided into several levels:

First. Provides for the fulfillment of such obligations as timely payment of taxes, salaries of employees, as well as, if possible, the provision of various new jobs.
Second. It involves providing each employee not only with adequate working conditions, but also life, as a result of which the qualifications of the level of employees are improved, housing is built, preventive treatment is carried out, as well as active improvement social sphere.
The third. Most high level responsibility, which provides for the conduct of charitable activities.

Internal social responsibility

Development of corporate social responsibility internal type provides for the following:

Ensuring labor safety.
Maintaining a stable salary.
Maintaining a socially significant salary for each employee.
Providing additional social and health insurance for employees.
Active development human resources using training programs, as well as training programs and further professional development.
Helping employees in solving various critical situations.

External social responsibility

The organization's external corporate social responsibility includes the following:

Active sponsorship and corporate philanthropy.
Promotion of environmental protection.
Interaction local authorities power and society.
Willingness to take an active part in various crisis situations.
Ensuring responsibility for the services or goods provided to the consumer (production of quality products).

Motivation

There are several motives that drive today's businesspeople to provide different models of corporate social responsibility:

Developing your own labor collective allows not only to eliminate staff turnover, but also helps to attract the best specialists in the current market.
Labor productivity in one's own company is increasing.
The image of the organization is improving, its reputation is growing.
Advertising of a specific product or service is provided.
The organization's activities begin to be covered in the media.
Sustainable and stable development of the company is ensured in the foreseeable future.
There is an opportunity to attract investment for the development of social campaigns.
Social stability is maintained throughout society.
Tax incentives are used.

Types of programs

There are several of the most common types of social programs:

Social or administrative budget... It includes various financial resources that the company allocates for the implementation of one or more of its social programs, supported on an ongoing basis.
Corporate Code. Represents a formal definition of principles and values business relationship company, and sometimes also its partners or suppliers. The code includes the minimum declared costs, as well as the guarantee of the company to fully comply with them and require compulsory compliance from their contractors, subcontractors, suppliers or licensees. The Code cannot be called some kind of law, so it is mandatory only for those companies that have independently undertaken to comply with it.
The goal of a socially responsible company. It represents the officially presented position of the organization regarding its own social policy.
Priorities. The most important directions indicated in documentary form, which are provided by the implementation of various social programs.
Social programs. This is the activity of the company, which is carried out voluntarily and is aimed at developing its own personnel, creating the most favorable working conditions, protecting nature, supporting the local community, charity work and conducting fair business practices. At the same time, in this case, the main criterion is the full compliance of the programs that provide for the corporate and social responsibility of the company, its strategy and business goals.
Social activity. It is expressed in the active implementation of all kinds of social programs, both external and internal. As the distinguishing features of social activity programs, it is worth highlighting the absolutely voluntary nature of their implementation, consistency, as well as a direct connection with the main strategy and goal of the company's development.

Program types

There are also several types to which social programs are distributed:

Own.
Partnerships with federal, local or regional governments.
Partnerships with various organizations non-commercial type.
Cooperation with all kinds of professional associations, as well as various public organizations.
Aimed at informative collaboration with various media.

Control

Corporate social responsibility management provides for the leadership of all leading social programs, and this is an ongoing process in the company, which includes several stages:

Determination of the main goals of the company's social policy.
Formation of a specialized structure for managing active social programs.
Conducting various programs aimed at training in the field of social responsibility.
Implementation of all kinds of social programs.
Assessment, as well as informing all interested parties about the results of ongoing social programs.

Directions

In addition, the principles of corporate social responsibility provide for the distribution of several areas of social programs.

- Conducting fair business practices. This direction of social programs as the main goal provides for the active promotion of the adoption and subsequent cultivation of good business practices among its own customers, partners and suppliers.

- Conservation of nature and conservation of resources. The concept of corporate social responsibility provides this direction as an initiative of the company, and as its main goal it sets the minimization of the harmful impact of the company and its actions on the environment. In particular, various technologies are beginning to be actively used, aimed at the economical consumption of natural resources, utilization or reuse waste, minimization or complete elimination of environmental pollution, the formation of environmentally friendly production, as well as transportation.

- Active development local community. It is also carried out on a purely voluntary basis and is intended to make the company's own contribution to the development of the local community. It includes carrying out various actions and social programs to support vulnerable groups of the population, preserving or further developing the sphere of housing and communal services, sponsoring all kinds of cultural, sports and educational organizations, taking part in charity events.

Employee development

Corporate social responsibility of business views employee development as one of the most important elements strategy, and sets as the main goal the attraction and further retention of the most talented employees. In particular, training is provided, as well as Professional Development employees, motivational wage systems are used, a social package is provided, appropriate conditions for leisure and recreation are formed, a variety of internal communications are supported, and the participation of employees is ensured in the adoption of all kinds of management decisions.

In recent years, the topic of social responsibility has been gaining more and more resonance in the business and scientific circles of Russia.

Is the continued commitment of companies to conduct business in an ethical manner and contribute to economic development, while improving the quality of life for their employees and their families, as well as for society as a whole.

Managing the social responsibility of an enterprise means optimizing the balance of efforts and resources directed towards achieving commercial goals and paying for social obligations.

IN modern Russia corporate social responsibility (CSR) pays special attention to relations with employees: and, the use of motivational remuneration schemes, the provision of social package, participation of employees in decision-making, maintenance of internal communications. But this point of view is not correct. Social responsibility industrial enterprise should be considered comprehensively and not be fixed only on one or another aspect of its activities.

There are more than a dozen areas of implementation social functions business, which are the sources of modern social and labor relations. Priority among them are: support for the education and training system, health care system, and other areas social services; support for various types of funding initiatives for specific social projects municipal authorities and civil society organizations. One of the indicators of the growth of the social responsibility of business is its socialization, taking on a significant part of the functions related to professional and overall development workers.

The characteristics of new approaches of companies to the development of the social sphere are: the presence of well-thought-out priorities in corporate social policy and a clear appeal to the audience; a combination of policy and handling of a company's product or business; competitive selection of programs for social investment; connection of corporate social programs with the image and brands of companies. The business community of Russia, improving its social strategy, develops and implements mechanisms for harmonizing interests in the dialogue "business-society-state", enters the stage of forming a consolidated position of socially responsible business.

Thus, corporate responsibility today it becomes modern style business activity, which has a significant impact on the management decision-making process, taking into account the interests of all stakeholders. Corporate social programs become necessary condition sustainable business and at the same time a factor in increasing social stability and living standards.

All types of responsibility are manifested not only in internal organization management, but also in the relationship between the organization and society, which have great importance in the development of both. IN modern conditions corporate social responsibility is critical. With the development of production, scientific and technological progress, urbanization of life, new, extremely complex problems arise and become aggravated: environmental, socio-economic, technical, informational, urban, cultural, etc.

From complex solution the future of civilization depends on these problems. But their solution is largely determined by the activities of modern corporations, their responsibility to society and the future. This is why the problem of corporate social responsibility is becoming the central problem of management today. Its solution in the economic, scientific, technical, socio-political course excites the minds of many representatives of politics, science, business and management.

Corporate social responsibility(CSR) - realization of the interests of the company (corporation) by ensuring social development her team and active participation companies in the development of society.

CSR concept includes:

The responsibility of the organization to its partners;

Social aspects interaction with suppliers and buyers of products and services;

Corporate development - restructuring and organizational changes with representatives top management companies, personnel and community organizations;

Personnel health and safety in the workplace;

Responsible employee policy, personnel development management;

Environmental responsibility, environmental policy and the use of natural resources;

Interaction with local authorities, government agencies and public organizations to solve common social problems;

The responsibility of the organization to society as a whole.

Corporate social responsibility, in contrast to legal, implies a certain level of voluntary desire to allocate financial and material resources for solving social problems on the part of the organization's management. This tendency takes place in relation to what lies outside or beyond the requirements determined by the law or regulatory authorities.

The life support of society is determined in the processes of life by the level of resources consumed and the production of material goods. The totality of territories, natural resources, the population in the environment of their residence constitutes the living space of society, the space of activities of organizations.

The social responsibility of corporation managers (top managers), therefore, consists in organizing and successfully managing a business, in a constant search for beneficial interactions with the state. The fruits of this cooperation are a balanced and dynamically developing society, in which the work of each member of society is a prerequisite for general well-being.

In Russian management, the number of participants is increasing, who believe that social responsibility to its own personnel and to society is not something exceptional, generated only by special circumstances, but a norm arising from the very essence of the organization's activities. The social aspects of activity become as inseparable from it as the economic aspects.

The objects of corporate social responsibility are: ecology, demography, safety, health, education, culture, science, information, recreation (Fig. 1.1). These areas of human and social development need support from business, support primarily economic, as well as political, organizational.

Rice. 1.1. Objects of social responsibility

To build a system of responsibility, taking into account its diversity, it is necessary to know the characteristics of responsibility in their full composition and scope.

Liability has the following characteristics:

1) Typological affiliation responsibility - manifests itself in a combination of various types, and not only in belonging to one of the above. The art of realizing responsibility in management processes lies in building this combination.

2) Measure responsibility - reflects the degree of censure, encouragement, the strength of punishment or approval of the results of work. It should be borne in mind here that responsibility in management acts not only as a deterrent or restriction factor, but also as a motivation factor. The effectiveness of these factors is determined by both the type and the measure of responsibility.

3) Targeting- to whom the responsibility is intended, who and how should take it into account.

4) Organizational form implementation - fixed in provisions, instructions, agreements, contracts, etc.

5) Conditional character- can act when certain conditions set in advance.

6) Source implementation. For the internal organization of activities, this is the level of the management system, in accordance with the distribution of powers. For external relations - organizations specified in the contract or agreement, as well as government bodies regulation.

7) Time characteristics. There is always a time for its occurrence and realization. Moreover, responsibility can change over time - weaken or worsen. This can happen when situations, conditions, needs, organizational regulations change.