HR Corner Corporate vision across 220 countries by Charles Mak Social responsibilities reach further and wider For the fourth consecutive year, DHL has been presented a Caring Company Award by the Hong Kong Council for Social Service, in recognition of the company's efforts in contributing to the society through actively participating in a wide range of community initiatives. With such global capabilities, the logistics giant also endeavours to go the extra miles. "Social responsibility is not just one of DHL's corporate values," says Connie Tang, general manager, DHL Express Hong Kong. "We consider it a key to our business success which, akin to our corporate citizenship, is sustainable and far-reaching." This commitment is demonstrated through DHL's strategic and integrated approach to its corporate sustainability programmes. Each year, the company develops a detailed plan that outlines an array of initiatives. These include sponsorships to charities, volunteer services such as visits to childcare centres, as well as participation in conservation activities and fundraising events like the Matilda Sedan Chair Race. Engaging culture During the past eight years the company has sponsored World Vision's 30-hour Famine and its corporate volunteer team has helped raise funds for the less fortunate. Many of DHL's employees also participated in the "skip-a-meal programme" organised by World Vision. "Our employees take the responsibility and initiative to contribute to the society at large — not just for people in Hong Kong but also for those living in poverty elsewhere around the world," Ms Tang says. Grace Lam, export operations clerk, DHL Global Forwarding Hong Kong, is a keen member of DHL's enthusiastic volunteer team. She joined the 30-hour Famine camp for the second time this year. "I asked my colleagues and friends to join in or make a donation. Collection is not about meeting the minimum target so that I could take part in the event. It's about making a contribution that will make an impact on other people's lives. I believe this has been effective because my colleagues sponsored me without being asked to," she says. "It really makes the whole thing particularly meaningful across the organisation." Tang Chun-yin (Ah-yin), an express centre representative from DHL Express Hong Kong agrees. "It was a great learning experience. We could help others by placing ourselves in their situations," he says. "During the whole experience I could identify with people living in hunger, reflect on life, and achieve personal growth. The benefits are multifaceted." To encourage others to join in, Ah-yin says, one must take action and become a participant first. He notes that there are also other benefits for the participants and the company. "Through these initiatives, we not only give back to society but also get to make friends with colleagues from different departments. This helps facilitate better communication and constitutes a true sense of team spirit," he says. "As a company committed to corporate social responsibility, we encourage active participation and volunteerism from our employees," Ms Tang adds. "We believe that apart from making donations, our efforts mean more if they come from the hearts of our employees." Going places Last year, with support from DHL, three employees joined the Indian tour with World Vision to visit the underprivileged and show their care and concern. "During that journey, we saw for ourselves the lives of those who struggle with cruel reality," Ah-yin recalls. "The feeling was immensely intense. And it was an achievement on a personal scale in the sense that by working as a team, we made a real difference by helping these people." "It was certainly a worthwhile experience," Grace says. "We visited many places such as ghettoes and women's workshops. We witnessed the appalling living and work conditions for ourselves. The journey was unforgettable." Such endeavours demonstrate DHL's strong culture and commitment to being a responsible corporate citizen. "By doing these things we can also help employees develop empathy and nurture the right mindset," Ms Tang says. "We are in the service industry and serving people's needs is always our focus." To foster sustainable benefits for the needy and underprivileged, DHL has also formed long-term partnerships with charitable organisations. One such relationship includes providing ongoing financial and logistical support to UNICEF with the aim of reducing child mortality in Africa. As part of this commitment, a programme has been developed to raise funds for the purchase of mosquito nets for remote villages in Africa. "The value of these alliances goes well beyond the monetary," Ms Tang stresses. "DHL serves more than 220 countries in the world and we can use this global perspective and our strength for a good cause." Salient points Social responsibility is sustainable and has far-reaching effects Annual plans developed in line with corporate commitment Active participation encouraged via various channels Long-term partnerships with charitable organisations create true value Taken from Career Times 18 May 2007, p. D8 Your comments are welcome at [email protected]