A corporate social responsibility programme can help strengthen the brand of a firm in the marketplace as well as building links with the community. Joanna Goodman explains how to go about it




As the issue of corporate social responsibility (CSR) has risen up the business agenda, affecting the choices made by potential investors, employees and clients, promoting a strong commitment to CSR is recognised as a winning strategy.



But for law firms, it is not a matter of joining the CSR bandwagon. Lawyers have traditionally contributed to society, through pro bono, community investment and philanthropy. They simply need to co-ordinate and promote their activities to reap the rewards.



The realisation that they are ahead of the game has fuelled the growing trend among forward-thinking firms to emulate their corporate counterparts – which often includes their clients – and establish a co-ordinated CSR framework. This encompasses pro bono, community investment, workplace and environmental management programmes that involve all their stakeholders, including lawyers, business support professionals and clients, and, of course, the wider community.



This requires the investment of time, energy and resources. Achieving the best possible return on what is often a significant investment means harnessing the firm’s collective efforts without losing sight of the ethical drivers: the altruistic aspirations of their people and their genuine desire to give something back to society.



This article explores how CSR helps a firm win in the community and in the marketplace, as well as benefiting its people – what could be termed the return on investment of CSR.



Winning in the community

Establishing a holistic CSR agenda helps firms of all sizes to focus their efforts on making a significant difference to the causes that they choose to support. Developing partnerships with local schools, charities, community organisations and environmental groups means that they become more than simply a firm’s ‘charity of the year’, as they know that they can rely on its longer-term support.



This type of relationship-based approach does not require individuals to make a long-term commitment to volunteering – although many do. Firms often combine ongoing community and environmental schemes with one-off projects and events.



As well as benefiting the community – and the environment – this type of involvement enhances a firm’s licence to operate by promoting its values in the wider community, which is particularly valuable when establishing an office in a new area.



Winning in the marketplace

Strategic CSR helps a firm to minimise business risk by enhancing its reputation in the marketplace and strengthening its brand. As a result, more firms are including CSR in their annual reporting and promoting it on their websites.



As business focuses ever more sharply on green issues and CSR, existing and potential clients are placing greater emphasis on the way law firms conduct their business and choosing to work with firms that reflect their own values. Questions about CSR policies – including what environmental management systems are in place, whether there is a sustainable procurement policy, and so on – and requests for CSR reporting are routinely part of business pitches.



A firm’s reputation clearly helps it win the war for talent. As well as being a key factor in graduate recruitment and increasingly influential in respect of lateral hires too, engagement surveys conducted by leading firms have found that involvement in CSR is a significant factor in retaining high-performers.



Winning for people and teams

CSR activities represent excellent networking opportunities, bringing together lawyers and business support professionals from different practice areas – and different levels within the firm’s hierarchy – who might never otherwise meet. This can create professional opportunities, or improve working relationships and build a more collaborative culture.



Joint projects undertaken with clients help to develop closer relationships as well as enable lawyers to extend their skills. Partners also agree that community and pro bono work benefits lawyers by enabling them to experience different aspects of the law.



But many of the CSR activities undertaken by law firms are unrelated to the law. Many people who work in law firms prefer to give back in ways unrelated to their day jobs.



One-off events are terrific for team-building and, unlike most corporate team-building days, actually have a tangible positive result. They are also excellent publicity for both the firm and the cause it supports.



Reflecting genuine values

Strategic CSR does not come cheap. Although the potential benefits are clear, firms need to take into account the costs involved.

Like any firm-wide initiative, CSR needs to be managed properly. First and foremost, it requires strong leadership, both in terms of top-level commitment and to provide the necessary funding. Roles and responsibilities are also important and firms are increasingly taking on dedicated CSR managers.



Effective communication helps to maintain momentum and encourage everyone to get involved. But making CSR part of the firm’s DNA also means listening to its people and supporting the causes and activities that they believe in. Some firms acknowledge people’s dedication by offering paid ‘volunteering’ days or recognising as billable hours the time devoted to CSR activities.



Finally, as big businesses recognise the potential gains to be derived from CSR and strive to show their stakeholders that they are indeed socially and environmentally responsible, there is a danger that CSR will be viewed cynically as a ploy to boost competitive advantage.



It is therefore crucial that firms with a long-held commitment to CSR do not lose sight of the values and aspirations that underpin their approach. A firm’s strategy must be guided by the dedication of its people.



Joanna Goodman is a freelance journalist