The 77th Corresponsables Conference reunited HR, CSR and Communication professionals from important Spanish companies around “Internal Communication as an ally to CSR”. Asunción Soriano, CEO of ATREVIA and co-director of the Internal Communication Observatory; together with José Antonio Carazo, director at Capital Humano; Roberto Martínez, director at Másfamilia Foundation; Verónica del Río, sub-director at the HR Observatory and Emilio Tallón, commercial and marketing manager at Ibergrupo, have covered the main trends and analyzed how these disciplines have gradually been positioned as hard disciplines in business strategies.
In the table of debate “Dialogue with interest groups: Internal Communication and CSR, how they feed off each other”, Asunción Soriano values the importance and active role that companies have to establish relationships of collaboration and develop with all interest groups, especially with the domestic public.
Committed companies are also more attractive for potential employees, 80% of young people between 13 and 25 would prefer to work in a company that has these characteristics. “We should consider new profiles of employees that companies are incorporating. Millennials look for responsible and committed companies for professional development and are changing the way of understanding business management, not only at a communication and HR level”, Asunción Soriano remarked.
Internal communication in this sense plays an essential role; it has been converted into an ally for corporate social responsibility: “Internal communication and CSR are brutal levers for engaging employees”, confirmed the CEO of ATREVIA.
The familiar soft disciplines of business management could be CSR, HR and Communication that should form part of the core of companies. They should be committed to CSR that would be a true lever for relations with employees, a responsibility that shares values with the company, contributes to the social and environmental improvement and this is linked to the activity of the organization creating links between the mission, vision, values, business and strategy. In this way, it contributes to the implication of action teams and generates engagement with the objectives.