(This is the fourth in a series of six posts.)
Do acknowledged CSR leaders effectively use their corporate websites to communicate good citizenship to stakeholders and the general public?
- Less than half of the 20 businesses on the CSIC list featured social responsibility information in a prominent location. Only two of those firms, General Mills and John Deere, posted actual CSR content on their homepage, while five other companies provided a link to their CSR section. Eleven firms used the “about” page on their site for CSR content or a link.
- On the websites of two different companies, click-throughs of three pages or more were required to reach CSR-related content. Specific details can be found in my full report which can be found by clicking Communicating CSR: Whose Job Is It and Do The Leaders Excel?
- Next, I analyzed each organization’s CSR landing page – the first page devoted exclusively to social responsibility content. I found that Cisco, Sun Microsystems and Texas Instruments had 50 or more pages (click throughs) of CSR material. Another six firms had 25 or more pages devoted to CSR. Most companies included four or more links to specific initiatives, priorities or outside organizations supported in the community. Eleven firms support more than five initiatives.
- What initiatives do these businesses support? Seventeen companies cite environmental and sustainability issues; 14 organizations focus on employee well-being/volunteerism; and seven companies highlight education and health issues. Several firms support initiatives relevant to their core business.