Timothy J Mohin, who describes himself as a ‘tree hugger’ has brilliantly profiled the role of an active CSR Manager, in his book ‘Changing Business from the Inside Out: A Treehugger’ says Suresh Kr Pramar.
By Suresh Kr Pramar
With India Inc becoming increasingly convinced about the business case for Corporate Social Responsibility the demand for CSR Managers is increasing. Many of the larger industrial groups, with units in different parts of the country, and abroad, are steadily expanding their CSR Staff. Companies like the Tata, Jindals, Vedanta and others have created well staffed CSR Departments to implement their community investment programmes.
Challenges in Staffing for CSR Roles
While the demand for staff has grown, the problems of finding the right staff for Corporate Social Responsibility (CSR) roles are becoming increasingly important and difficult. Surveys indicate that most existing staff members have little knowledge about the responsibilities associated with their positions. In many cases, CSR positions are filled internally within the company, especially in Public Sector units, whereas private sector companies often seek external candidates, often from schools of social work.
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Lack of Formal Training Programs for CSR Managers in India
Unlike in the West, India lacks well-established academic training programs for potential CSR Managers. Most CSR Managers learn about their responsibilities on the job, and business schools do not offer dedicated full-time programs for CSR. The learning programs available are typically short-time courses tagged with the main program.
Limited Avenues for Training and Reluctance from Companies
Aspiring CSR Managers face limited avenues for obtaining the necessary training for available positions in the Corporate Sector. Some companies send their staff to workshops or seminars on CSR, but many are reluctant, citing these trainings as a waste of money and a drain on CSR projects. Complaints arise about the HR Department’s lack of nomination for workshops, indicating a disconnect with the requirements and responsibilities of the CSR department.
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Perception of CSR in Indian Business Houses
While more Indian businesses are adopting CSR, a majority still view it primarily as charity or philanthropy. CSR activities often focus on projects and programs with public relations potential. Many companies perceive CSR as merely spending money on projects rather than understanding the broader responsibilities of a CSR Manager.
The Comprehensive Role of a CSR Manager
CSR goes beyond financial contributions; the responsibilities of a CSR Manager encompass a wide range of activities within the organization. Timothy J Mohin, a self-described ‘tree hugger,’ highlights the crucial role of an active CSR Manager in his book, “Changing Business from the Inside Out: A Treehugger’s Guide to Working in Corporations.” Mohin emphasizes the CSR Manager’s potential to serve as a voice of responsibility within the corporation and bring ethical and sustainable value to the C Suite.
The Importance of Timothy J Mohin’s Book for Aspiring CSR Managers in India
Timothy J Mohin’s book provides a necessary perspective and guide for those aspiring to a career in CSR and experienced managers trying to establish a CSR program. The book serves as a user’s guide and a constructive toolkit for successfully promoting positive change within corporations while aligning with ethical and sustainable values. Aspiring CSR Managers in India interested in leveraging business for positive societal impact should consider this book a must-read.
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Mohin offers advice to people committed to responsible business. He lists five very useful tips for CSR Practitioners:
Tip No. One: CSR Practitioners should acquire essential skills. The CSR job has a very broad scope of responsibility with almost zero authority to determine success. Success of CSR manager depends on how successfully he or she can influence other business managers to be successful they are required to be flexible and curious, be good communicator and be passionate for the cause. According to Mohin, a CSR Manager must be the conscience for his company. He or she should be practical, patient and learn to be “gentle, supple, flexible, pliable, or yielding” while at the same time “manipulating the opponent’s force against himself rather than confronting it with one’s own force.”
Tip No. Two: CSR Managers should learn to run a disciplined programme. Identifying the important issues, as opposed to the merely interesting, is the essential starting point for an effective program. Building management systems around these issues – with clear goals, defined owners, and key performance indicators – is the foundation of a successful corporate responsibility programme.
Tip No. Three: CSR Managers must master a wide range of skills and knowledge Corporate responsibility leaders need to understand issues ranging from environment, ethics, diversity, human rights, governance, compensation, supply chain and more.
Tip No. Four: Know your stakeholders: CSR Managers should know their stakeholders. They need to understand their needs and work to fulfill them is essential for business success. In corporate responsibility, identifying “customers” – or “stakeholders” – can be tricky. Outside the company, socially responsible investors, non-profit groups and activists, the local community, customers, competitors and the media are key stakeholders. Equally important are the stakeholders inside the company who include the Board of Directors, the CEO and his/her executive team, the leaders of key business groups and the employee population as a whole.
Tip No. Five: CSR Managers Align their profession to their passion: Getting a job in corporate responsibility can be tough but it is a rapidly growing field which can accommodate people with a wide range of backgrounds. One can work on responsibility issues from any job/position. While the formal corporate responsibility department mainly tells the story, it’s the “mainstream” roles that make the story. Regardless of whether one works in the corporate responsibility department or works for good from another role, the secret to career satisfaction is to match your profession to your passion. When you work for your cause, it’s not really work.
Timothy Mohin, is currently director of corporate responsibility at chip-maker AM. He is responsible for the company’s overall corporate responsibility strategy, performance and communications. He previously worked on social-responsibility issues at Apple and Intel.
About the author
Suresh Kr Pramar, Trainer, Writer, CSR Consultant and the Executive Director, Centre for Training & Research in Responsible Business is a veteran journalist presently actively involved in promoting CSR through his publication CRBiz and by conducting workshop on Corporate Social Responsibility.
