An interesting CSR case study
Corporate social responsibility, or CSR, is big news in the business world. Major firms realise that ethical business is often big business – with increasingly choosy customers keen to support and buy from brands they can believe in, and whose values resonate with their own. Some firms are accused of being cynical with their CSR strategies seen as a means of garnering positive PR, but for smaller businesses such as Monster.com, Corporate Social Responsibility simply describes an ethos that is genuinely at the heart of the business. We take a closer look at this interesting case study, and assess why corporate charity is so important to this successful and growing business.
Corporate CSR might be big business, but not all brands are equally passionate about it. The team at Monster Travel are notable for genuinely believing in their charity work and for making it a core part of their business story. A visit to the company’s website will show that its charity support is critical to the business operation overall, and part of its strategic direction and values. This is interesting, as having a CSR strategy that is part of the main business thrust, and one that staff truly believe in, is key to success.
The supported charity was chosen by the staff
Staff ownership is key to engagement. By allowing staff to vote on their chosen charity with subsequent support in finding ways to support it, the work becomes a vital employee engagement driver, as well as a powerful marketing message for doing business. Monster Travel clearly indicates that it is a values led, ethical business with the aim of having a positive impact – alongside its core business proposition of competitively priced global holidays. This values-led ethos and clear delivery agenda distinguishes it from the competition, with clear societal benefits that extend beyond the core offering.
Regular activities are planned in
The staff at Monster Travel get to support their chosen charity – People Against Poverty – in genuine and meaningful ways, with the management at Monster facilitating activities that allow staff to work together as a team in delivering change for the better. An example is the work the team have done in Romania to construct shelters for people living in poverty and without adequate housing.
Results and benefits are communicated
The team at Monster are passionate about what they do and are keen to talk about it and share their story. This is powerful marketing and a positive message for customers who are keen to support a values-led organisation that gives back.
A broader approach to ethical business
The company is thus values-led and keen to be perceived as a sustainable and responsible business. This is a good example of gaining competitive edge in a notoriously competitive space, with customers looking to see evidence of positive impacts.