Mark Topley is a CSR Coach, helping dental practices and businesses to maximise impact from their CSR. He writes at marktopley.co.uk, and provides free articles and advice on his Facebook page – facebook.com/toppernator, Twitter @Mark_Topley
I spoke with Mark recently to discuss CSR, or Corporate Social Responsibility
Lisa: The term ‘CSR’ (corporate social responsibility) has been around for a long time now, but is becoming extremely more noticeable in the Dental industry lately, can you tell us a little more about what it means?
Mark: Yes – I agree, although most people can describe some of the elements, it’s often a tricky concept to pin down. Despite most agreeing it’s right to be a socially responsible business, many are unconvinced of the business case for CSR.
Lisa:
I’ve noticed that there is a CSR element creeping into CQC inspections and also often as part of an NHS tendering process…so its obviously becoming an expected element of a successful efficient practice. Also, In my practice we already support local charities and our community…what would we need to do differently and what does this mean for Dental Practices?
Mark: CSR involves a lot more than just work with good causes. It’s about who your company is, what it believes, and how it does business. It’s about your role, your influence, and your responsibility as part of your community and society – how you play your role as a good corporate citizen. It flows into acting honestly and with integrity as a business, going beyond mere compliance. And it flows into how you treat your team. If CSR is done well, and with commitment, it creates heart and energy at the centre of your business.
In my work as a CSR coach, helping businesses to unlock the value that a strategic approach to CSR releases, I’ve seen some great examples of dental practices putting themselves at the centre of their communities, sponsoring local sports teams, fundraising for the local hospice, or providing Oral Health Education lessons in local schools. And as I’ve seen time and time again, that’s not just the right thing to do, but also a smart move for the practice as a business. But structured CSR goes beyond this.
Lisa: So as well as supporting great causes, it will improve our “profile” and reassure patients and colleagues that we are a great company?
Mark: Yes! And there are two factors involved…
The ‘stick’
There is an increasing shift in consumer expectation to judge business at a standard beyond profit, and with the populist press gunning for dentists at every opportunity they get, an approach to being socially responsible, and demonstrating that, is no longer optional.
The ‘carrot’
Structured CSR also helps with communications, commissioning applications, and of course, by being better organised, will raise for money for good causes. Evidence shows that you will attract better applicants, and staff will be more loyal and more engaged (and therefore more effective – up to 150% more) in socially responsible businesses. Customer loyalty is also stronger.
For me, it’s time to go beyond the counter collection tin, and embrace what I call ‘joined-up CSR’ – a simple but well structured CSR plan, which has in impact in a number of areas – ethical practice, environment, team and leadership, good causes and community.
Lisa: As a Practice Manager, as many others are too, we are very time poor and often swamped in things like compliance…will this create a lot of extra work for me?
Mark: Far from being another load of stuff you have to do, a joined up CSR plan is something that will strengthen your team, improve patient communications and reputation. Up front, there is some work to do, (most of which I do for my clients) to get the plan set right. After that, it’s probably an hour a week for your ‘CSR Champion’ as most of the plan is designed to strengthen the rest of the business. For my CSR Club members, the implementation process is supported by me.
It’s important to consider four keys – commit, fit, connect, and manage. You need to commit wholeheartedly to the activity and to having a strategy. You need to find a cause or a set of causes which fit with your business. You must connect your team and your other stakeholders to what you’re trying to do. And you must manage the process like any other value-creating asset in the business.
As the workforce and consumer expectations of business continues to change, CSR will be something that you need to get right more and more. You can get ahead by working through this process – do the right thing, create positive inspiration and loyalty in the team and patients, boost your brand, and contribute to good causes you care about.