Social web engages staff in CSR

But organizations need to be authentic, let employees take part
By Boyd Neil
|Canadian HR Reporter|Last Updated: 04/25/2011

Early in 2008, Timberland, designer and retailer of premium footwear, clothing and accessories, announced it intended to publish quarterly corporate social responsibility (CSR) performance indicator reports online. Print reports would only be available every two years.

The move represented “an evolution in our CSR reporting process from static data presentation to dynamic information exchange; from corporate statement to stakeholder engagement; and from delayed annual reports to quarterly updates,” said the Stratham, N.H.-based company.

More significantly, the online disclosure and reporting format provided “invaluable feedback loops to help us achieve the bold goals set forth in our long-term CSR strategy,” said Timberland.