How do you use CSR programmes to boost morale and loyalty?
Most companies talk about the three P's - profit, planet and people. Our corporate vision - the "Good Company Concept" - is very similar: we aim at building a company which balances "strong", "kind" and "interesting". The first means financially strong for our stakeholders through delivering excellent products and services. The second means contributing to local and global communities through environmental conservation, ethics and corporate citizenship. At the same time, we want to be "interesting" as a workplace and a second home for our employees.
Although we are not a listed company, we care deeply about our environment and community. Our CSR initiatives stem from our company concept - we want to be kind to the environment and society and make the workplace more interesting, thereby boosting employee loyalty and engagement. We also support Fuji Xerox Group's corporate social responsibility (CSR) priorities, and "embed environmental awareness throughout all stages of a product's life cycle". Through our staff's CSR contribution, we create a giving and caring workplace where they feel at home.
Our programme is called Leafx, meaning "Love Earth Action Fuji Xerox" campaign. Launched by our headquarters in Japan in 2008 for the 14 Asia-Pacific countries where we are present, this is the framework behind our CSR work.
We see this as a platform for educating our staff about environmental values and volunteering. To start with, it is very important for us to be kind to the environment and lead a sustainable business. Otherwise, clients will soon find out that we are not taking care of the environment. Therefore, we provide green solutions and educate our staff to care. We get very strong support from staff.
For example, to make them more compassionate towards the environment, we have a competition on who can cut their household power consumption the most between July and September, compared with the same period in the previous year. We chose the hot months to encourage them to cut back on their use of air-conditioning. They show us their electricity bills if they want to qualify.