Special Olympics offer corporate social opportunity
By Selina Lo (China Daily)
Updated: 2006-04-20 11:51
"Based on my experience, there is a
misunderstanding of the model we need. Instead of businesses doing something
good, we have to think of engagement of entities like SO and businesses as 'good
business' which means businesses will see partnership with the government
and NGOs not as a responsibility, but as an opportunity. Our hope with these
games is to begin to shift that model in favour of the partnership model
not what you ought to do, but what you want to do." Says Shriver.
This is
echoed by Steen Kroyer, Chairman of AstraZenica Pharmaceutical Co. "We see it
more in terms of long-term investment and a sustainable continued collaboration
with a movement. We are trying to find ways to develop a
relationship."
To convince delegates that corporate social opportunity
should be a more sustainable and, hence, a more prominent model, Shriver
outlined three constituencies that provoked thought-stimulating discussion at
the roundtable.
Employee engagement
Employee engagement can bring
many benefits to the company. "SO has valuable opportunity for employee
engagement: we've seen surveys of volunteerism, team-building, brand-building
across countries show increases in morale, retention rates and productivity,"
Shriver explains.
Zhang Wei, COO of STAR (China) Ltd, a subsidiary of the
news corporation in China, said how participation in the movement is "a
tremendous spirit lifter."Their employees climbed the Great Wall with Arnold
Schwartzenegger in a sponsorship programme for the SO cause - and ended up
enjoying the company of the SO children and athletes.
"It's a great
opportunity for any company to be part of this movement and getting your
employees involved," says Zhang."It's the best way to build family feeling among
your employees."
As Deputy CEO of HSBC China, Bryan Stiles faces the same
problem of how to convey corporate values to a growing number of staff and
customers in a growing company. Stiles believes that the movement can help bring
corporate values home to employees seeing it now as an opportunity rather
than a responsibility.
(For more biz stories, please visit Industry Updates) |