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When searching for the perfect career, a large salary and big bonuses can be a powerful draw for any new graduate. But while pay, pensions and benefits are important factors when weighing up career options, graduates are increasingly looking to join a business or organisation that offers an important ‘something extra’ – a social conscience.

In the world of business, this is known as corporate social responsibility – or CSR for short. It concerns the measures a firm or organisation takes to make the world a better place. This can be at a local level, perhaps funding nearby youth schemes, or on a national or even global scale such as donating money to selected charities or funding specific aid projects in the developing world. And with increased fears over climate change and the need to cut back on carbon emissions, firms are facing a wake-up call over their environmental responsibilities.

A survey of new graduates by consultancy PricewaterhouseCoopers found that in the UK nearly three quarters, some 71 per cent, actively sought out employers with CSR values that reflect their own. In addition 76 per cent would consider leaving a firm that changed its CSR policies for the worse, and more than half – 55 per cent – of graduates reckoned an employer’s policy on climate change was important.

This echoes earlier research by BT, which found that more than a third of young professionals felt that working for a caring and responsible employer was more important to them than salary. Nearly half – 44 per cent – said they wouldn’t work for an employer with a bad reputation.
Martin Cerullo, a director at recruitment specialist Alexander Mann Solutions, says that the current wave of graduates – known as ‘generation Y’ – are more demanding than ever and expect certain CSR standards. Martin says: “Environmental and societal issues previously ignored by employees are now a high priority for generation Y and they are looking for an employer whose values match their own. Generation Y treat the internet as an integral part of their lives, so you can be sure they will go online to find out what an employer really stands for.”

Power of CSR
There’s no doubt that as well as helping recruit, retain and motivate staff, CSR is also a powerful tool to win over consumers, clients and shareholders alike. Vicky Bullivant, Head of Corporate Responsibility at power and gas company E.ON, says: “Increasingly, potential employees want to know what we’re doing to fulfil our responsibilities in tackling the key issues that affect our business. Good corporate responsibility should be rooted in any good business. At E.ON we’re working towards low carbon energy, keeping the lights on, reducing our environmental impact and helping customers with their energy needs.”

In fact, CSR is big business for nearly all the big businesses, and larger organisations often have their own in-house CSR department and dedicated staff. Many firms run a host of CSR schemes, ranging from charity donations and recycling schemes to community work and carbon neutral projects. Other corporate CSR initiatives can include refusing to buy or sell products made in sweatshops, insisting on paying fair rates to suppliers and avoiding dealing with countries where state-sponsored tyranny or terror are commonplace.

There are fears though that some organisations are just jumping on the CSR bandwagon to get good public relations, paying lip-service to ethics rather than committing themselves to genuinely useful work. The term ‘greenwash’ has emerged covering this process and is applied to organisations that make much of their green credentials while really doing very little to help the environment. And with the current economic problems besetting UK and global industry, there is the very real risk that many firms will be looking to cut non-essential expenditure by curbing or even scrapping some CSR projects. It’s no wonder that graduate job applicants can find the whole CSR situation very confusing. But for those job seekers looking to join a fair and forward-thinking firm, it’s worth sorting the wheat from the chaff – and not just for altruistic reasons.

Employee benefits
Companies that are equitable and generous in their external dealings are far more likely to treat their own staff well – they usually have a core of social responsibility that affects everything they do inside or outside the company. This can extend to benefits such as free crèches, time off to look after family members and ‘green’ transport incentives, such as subsidised bicycles or secure bike parking. And the chances are you’ll like the work you do at a CSR-orientated firm far more than if you worked for a less aware employer. According to recruitment specialists, working for an ethically-minded company will help you feel more engaged and your work will be more satisfying – leading to staff being happier and more productive.

Volunteering England (www.volunteering.org.uk) is the national development agency for volunteering and actively promotes volunteering schemes set up or supported by employers. Cathy McBain, Head of Employer Supported Volunteering at the charity says: “There is clear evidence that people do make the link between companies that are actively involved in the community and those that are good to work for. More and more potential recruits are choosing employers who behave responsibly.

“CSR gives employees the power to make a difference to issues that they care about, sending a clear message that the organisation cares about its employees. Volunteering is also fun and helps employees feel good about themselves and about their employer.” Community volunteering can also help sharpen up business, leadership and communication skills, says Cathy, giving participants a clear advantage at work. “Employer-supported volunteering can complement existing training and development programmes, with the added dimension of a real-life situation, which traditional courses cannot provide,” she adds.

“In an unfamiliar situation, employees can be stimulated into creative thinking and problem solving, and encouraged into real learning. They are required to use their initiative and take on new responsibilities, building their confidence and self-esteem.”

In the long term, working for an organisation that has good CSR can also improve job security. As consumers become ever greener and more socially aware, they increasingly demand environmentally and ethically-sound products and services. Businesses that aren’t part of the sustainable, low-carbon, social-conscience economy risk losing market share, competitiveness and eventually even their workforce.

Checking a firm’s CSR record
The more information you have about a firm, the better placed you’ll be to work out whether it’s an employer that fits in with your own moral compass. Look at a firm’s website or get its published annual review, and read its reports and mission statements. Find out what its CSR objectives have been and evidence of goals being reached.

Search online newspaper archives and the internet for critical messages about a firm’s CSR – essential to find any embarrassing facts not advertised on its website. A Google search can turn up trumps within seconds – sometimes aggrieved former staff members can act as whistle blowers – but also look for independent, unbiased information.

Working in CSR
As well as working for a firm that has good CSR, graduates wanting to specialise in corporate responsibility can choose to work in an in-house CSR unit or in a consultancy specialising in advising other firms or organisations on CSR initiatives. There are plenty of opportunities in the private, public and charity/not-for-profit sectors. Even if job titles or departments don’t have CSR in the title – perhaps instead called community outreach or charity support – they are likely to reflect social responsibility values and policies. Roles in CSR demand strong business people, strategy and technical skills, and staff can be involved in all parts of an organisation’s dealings as well as responsible for setting up and running individual projects. It’s crucial that CSR personnel are good communicators and can manage the delicate balance between a business’s needs and profits and its charitable or community-orientated goals. Entry into CSR as a profession can depend on previous experience – sometimes existing staff members are drawn from human resources or specialised departments – but it’s also possible to join fresh from university. In most cases a qualification in CSR isn’t necessary, although the subject is covered in some business degrees as well as in post-graduate courses such as diplomas and MBAs, which can all help with landing a job.

Previous work experience or an internship in a CSR department can be an advantage, as is evidence of commitment to helping others through charity or volunteering work. Look at the many CSR-orientated websites (see contacts section below) to get started, and you can also directly approach firms you’re interested in. Careers fairs are an ideal place to quiz organisations, while a host of recruitment firms specialise in ethical and CSR jobs.

Useful contacts
• www.ethicalcareers.org
• http://uk.oneworld.net
• www.ethical-jobs.co.uk
• www.csreurope.org
• www.eiris.org
• www.goodbusiness.co.uk
• www.ethicalperformance.com

CASE STUDY
Suraj Patel, 22, is an IT graduate at E.ON, one of the UK’s power and gas companies. Suraj graduated from Nottingham University with an honours degree in e-commerce and digital business, and then entered E.ON’s graduate programme in 2007. He says: “I initially came across E.ON’s graduate scheme at a recruitment fair. The scheme itself stood out on its merits – the professional development opportunities, rotations though various business units as well as a comprehensive support structure, were key points when comparing E.ON with its competitors in the energy industry.”

Suraj’s role changes every four months and he’s already worked in several IT and business areas, but he is also committed to E.ON’s CSR projects. As part of the firm’s sponsorship of the FA Cup, Suraj completed the FA Level One football coaching qualification, which was funded by his employers. He is now volunteering as a qualified football coach with youngsters in his local community.

Suraj says: “For me, E.ON offers a great array of opportunities for its employees to give back to the community, whether it’s local development projects or the National FA Coaching Scheme I am involved with. I feel these opportunities are important as they allow employees to give back and develop the
community for the better. It gives me the opportunity to make communites aware of the E.ON brand and the company’s commitment to its customers, planet, society and the environment.

“E.ON offers a wide range of assistance to help with the work we do in the community. From the ability to work flexible hours, to matching fundraising schemes and even the opportunity to be paid for your volunteering time, E.ON actively encourages its employees to participate wherever possible.”
Suraj has also volunteered outside the company, living in South Africa to help children injured in fires, and hitch hiking to Morocco to raise money for African community development. He adds: “Think of what you are passionate about and find a company that meets these requirements – somewhere that gives you the opportunities to make your passion a reality.”

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