March 14, 2011 .
The event was opened by Marcos González, Director General of Media Manager and Editor of the Journal and Yearbook Stewards and Stewards Foundation President . Mark gave an overview of what comes in the Yearbook and the Survey Corresonsables in this year.
Mari Luz Rodriguez, Secretary of State for Employment, Ministry of Public Employment and Immigration placed the English labor market today and changes and adjustments that are required to do, so I have the (LES) Law Sustainable Economy and the situation of the State Board of Social Responsibility (CER).
Throughout the morning, working on two conference tables on the creation of value it provides Responsibility Social Enterprises and the Society. These are some of the opinions that reflected his interest leave here. Table
responsible companies BBVA, Endesa, Telefónica Iberian HENKEL.
- Ballabriga To Antonio, Director of Corporate Responsibility and Reputation BBVA, CSR adds value to companies in several ways: It attracts economic investment, improve living and working conditions of employees, encouraging retention talent, creates customer value in the environment by identifying new business areas, and improve risk management of the company. All this can not be done without the support and competition for senior management. The support of senior management is achieved by selling the CSR in terms of social intelligence and not only commercial.
- Alberto Andreu, Director of Corporate Reputation, Identity and Environment Telefónica believes that the creation of value transferred to specific figures in a premium increase in the price of the shares of a company, and lowers the cost debt, as investors highly value the risk management. It also generates a pride of belonging to the company by employees. There is certainly a correlation between CSR and financial metrics. CSR can make a company 6% increase to its results in Europe. In Latin America up 30%. For Andreu, companies can not survive without a dialogue with its stakeholders. What happens now is that companies do more exercise in transparency, and should. Besides they can not stay outside the networks. The actual communication is no longer in the hands of corporations but of interest groups who speak on social networks. And on risk management in social networks ... we are still learning all. We must also take a step of CSR 1.0 (make and counting) to CSR 2.0 (creating new projects that link somatostatin engines, cost savings and increased customer satisfaction). According
- Alberto Fernandez, Director of Strategy ENDESA, there are many criteria overlap between the companies on which are the main issues of CSR, but there are many different ways to address them. However, CSR adds value to the company. Some indcadores: Currently nearly 20% of the reputation among leaders reflected in the media due to issues related to CSR. CSR creates value. We've gone from thinking that the companies that win are those that can make CSR ... to think that only can be obtained by CSR sustainability, survival in situations of crisis and corporate profits. Interest groups have interests legitimate but sometimes contradictory sí.Y dialogue and can not please everyone. We must establish a dialogue structure. Interest groups also must learn to dialogue with each other and with the company to set priorities in the dialogue. We take a step toward multilateral dialogue (company vs stakeholders, stakeholders vs. stakeholders, business vs. business). This is the way to achieve common consensus and agreements that satisfy the majority. To Elisenda
- Ballester, Director of Communications HENKEL, it is important to obtain benefits and sustainability, but it is increasingly the way we did it. CSR should be integrated into the core business of companies. By doing this, companies will not discuss in the future if needed or not CSR in times of crisis, because they know how to manage the risks of crisis to prevent them. Commitment to innovation is also a way to integrate CSR in the core business, and to communicate adequately the efforts being made. But the company, consumers must also do their part by supporting and valuing their responsible purchasing practices of firms. Companies must also transmit those responsible practices in the supply chain to their suppliers.
Bureau of stakeholders: Ministry of Labour, AENA, Centre for CSR, CECU / RSC Observatory Foundation Beings.
- Juan José Barrera, Director General of Social Economy, the Self-Employment and CSR the Ministry of Labour and Immigration . Value creation of CSR will be demonstrating seeing companies leave the crisis. Dialogue is essential. At the time the dialogue gave rise to the creation of CERs that involved business and labor organizations, associations of CSR and management. Sustainable Economy Act has much to do with the dialogue and recommendations of CERs. A progress achieved is the obligation of companies with more than 1000 workers to inform and report on their CSR activities. But those companies with fewer than 1000 workers and SMEs unplug it also may be recognized by their practices, as socially responsible companies. For Barrera, their own administrations should also be involved and make CSR. Must report, talking with customers and suppliers. "The law will establish CSR in Spain without being an element of compulsion."
- Rafael Fernandez, head of the Division of AENA Airport Services, presented the dialogue model AENA has made great strides with CERMI on accessibility. The dialogue should be promoted through active listening with interest groups. Fernandez believes that we must intensify information and training on CSR from school. He noted the role that government must play its role as drivers of CSR and the ordering of the frame.
- To Maria Rodriguez, President of the Observatory of the CECU CSR, CSR is based on dialogue with stakeholders. Requires communication and should also be transparent. The company should adopt a commitment to meet the different interests its stakeholders. When a fluid and permanent dialogue, companies create value. From the consumer, creating value with quality, transparency and information. This is favored by the labels, transparent contracts, and certification of the Proceedings of CSR, which favors buying decisions more accountable, from the knowledge. All stakeholder engagement should be based on trust to achieve value creation. The dialogue should be approached from a multilateral perspective and not bilateral. The LES will favor the path with the inclusion of clauses in contracts to responsible administrations and promoting transparency.
- Alberto Valdes CSR Observatory, also believes that value is created through the credibility and transparency. They are the truth and dialogue that make you create value. Taking place and significant progress. Existing business codes of conduct agreed with its stakeholders. We must move forward in credibility and transparency with all stakeholders.
- To Ana Sainz, Director General of the Foundation beings, to engage CSR in all business areas, we need dialogue with inetrés groups. Laws should help clarify and standardize, but that just is not enough, we also need drivers. It is necessary to advance awareness, transparency, uniformity and promote partnerships. Sustainable Economy Act is not going to be a turning point in the incorporation of CSR in the model of corporate governance. This is only possible when really assimilate the value that both business and society.
Ramon Jauregui, Minister of the Presidency closed the Jornada. For Jauregui, to achieve a cohesive society, effective states are needed, active citizenship, advanced democracy and responsible businesses. In Spain you need to advance in responsibility if we want to be a competitive country.
The Day afternoon was completed with the completion of four workshops Monographs: Dialogue with interest groups, SMEs, Electric Vehicles and Communication Manager.
Correspondents: http://www.corresponsables.com/
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