CORORATE SOCIAL RESPONSIBILITY

IN ORGANISATIONAL CULTURE :
UNILEVER UK
INTRODUCTION
Unilevers corporate purpose leaves no room for ambiguity about our commitment to
corporate social responsibility : We believe that to succeed requires the highest
standards of corporate behavior towards our employees, consumers and the societies
and word in which we live.
That is also our personal belief too.

-Chairman, Unilever
19th century
Although Unilever wasn't formed until 1930, the companies that joined
forces to create the business we know today were already well established
before the start of the 20th century.

1900s
Unilever's founding companies produced products made of oils and fats,
principally soap and margarine. At the beginning of the 20th century their
expansion nearly outstrips the supply of raw materials.

1940s
Unilever's operations around the world begin to fragment, but the business
continues to expand further into the foods market and increase investment
in research and development.


TIMELINE
1960s
As the world economy expands, so does Unilever and it sets about
developing new products, entering new markets.
2000
Bestfoods is acquired in the second-largest cash acquisition in history.
Other acquisitions include SlimFast Foods, Ben & Jerry's and the
Amora-Maille culinary business in France.
2008
Home & Personal Care and Foods are combined into a single category
structure, and Central & Eastern Europe is managed within Europe.
2009
Paul Polman takes over as Chief Executive Officer on 1 January, the first
time the Boards chose an external candidate to this position and
succeeding Patrick Cescau who retired after 35 years service to the
company



Recruiting Graduate
Managers
ATTRACTING TALENT
Annual graduate recruitment activity began in 1954.
High caliber graduates required, wanting to work for socially
responsible firms.
In 2004, 42% of their target graduates saw socially responsible
company as very important.
30% gave importance to earning an above average salary.
2004 graduate recruitment brochure
Five big reasons to join us:

1. Unilever is one of the worlds greatest consumer goods companies and plays
an active role addressing global environmental and social issues
2. Our brands include some of the biggest and best-known in the world
theyre a familiar part of daily life right around the globe
3. As a graduate, youll get your teeth into a real job from day one
4. Youll receive all the training and support needed to launch a management
career ideally in just two years
5. And youll work with bright, stimulating often brilliant people who havent
had to sacrifice their individuality to have a highly successful career
TOP BRANDS OF UNILEVER
During the interviews the recruiters look for candidates who can articulate
why they want to work for Unilever, rather than another consumer goods
company.
SELECTING LEADERS
Unilever believes that a persons attitude, character and behavioral
competencies can be a better indicator of leadership potentials.
The UCMDS programme has a very transparent recruitment
process.
great emphasis is placed on assessing the whole person and not
screening out their graades.

Self-Confident Integrity
Breakthrough Thinking
Organisational Awareness
Change Catalyst
Objective Analytic Power
Developing Self
Team Commitment
Team Leadership
Business Motivation
Passion for Growth
COMPETENCIES INCLUDED IN
RECRUTMENT LITERATURE
TRAINING PROCESS
TRAINING
Unilever has a Code of Business Principles.
In 2003, Unilever began to take greater steps.
Unilever developed a training programme.
The training consists of a number of business related ethical
dilemmas.
This training was compulsory for all UK employees.
The Code is recognised as part of the formal policies of the
company.
GENERAL SKILL TRAINING
All graduates attend a residential General Skills programme.
In 2004, a new module was incorporated into this compulsory course
The module was developed in partnership with the sustainable
development organisation.
the learning objectives specified that delegates should :-

a.) Know that Unilever is committed to Corporate Responsibility.
b.) Know that Unilever has three key sustainability programmes.





c.) Know that there are specialists in the UK (internal and external) .

d.) Understand what Sustainable Development means .

e.) Understand that sustainable development is a complex challenge to face

f.) Understand that each person and each business function has a role to
play.



THE VIEWS OF THE TRAINEES
In March 2005 those who took part in the training were asked what
they thought of this training programme.

93 per cent of respondents saying the training helped them
significantly.

100 per cent of respondents said that the training had helped them in
some way.

86 per cent said that they felt happier.


Some of the comments by the trainees:-

This hasnt changed my perception of Unilever as I think that CSR is already widely
publicised.

My perception hasnt really changed, I already knew that Unilever was committed to
sustainable development, but its good to see a session on this kind of issue in a General
Skills course.

There were some negative ones too

I feel mildly cynical about Unilevers motives it seems environmental issues are
addressed to increase sales rather than genuine environmental care.






UNILEVERS CODE OF BUSINESS
PRINCIPLES
Employees: Unilever are committed to safe and healthy working
conditions for all employees. It does not use any form of forced,
compulsory or child labour.

Standard of Conduct: Unilever conducts its operations with honesty,
integrity and openness, and with respect for the human rights and interests
of its employees.

Obeying the Law: Unilever companies and its employees are required to
comply with the laws and regulations of the countries in which they
operate.








The Environment: Unilever works in partnership with others to
promote environmental care, increase understanding of
environmental issues and disseminate good practice.

Community Involvement: Unilever strives to be a trusted corporate
citizen and, as an integral part of society, to fulfil its responsibilities
to the societies and communities in which it operate.

Consumers: Unilever is committed to providing branded products

Shareholders: Unilever will provide timely, regular and reliable
information






Next Steps for Corporate Responsibility
training
Reinforcing the Corporate
Responsibility Culture at Unilever
UK
Organizational Structure
When the going gets tough..
Why many friends are better than one good one
Solution
Scattergun approach.
Friends at middle management level.


Corporate culture and corporate responsibility.

Enabling, not teaching.

Consistency of communication
CONCLUSION