Professional Documents
Culture Documents
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Start with those parts of
the business CSR strategy
SUCCESSFUL DIALOGUE LOOP CREATION
will have greatest near-
term impact. Ford’s Dialogue Prioritization Framework
CO2 Footprint Example
Magnitude of Impact
CO2 emissions in the long run. Capture execution challenges
Sustainable within the organization, from
Materials the bottom-up
■ After assessing the full
impact and resource
Broker introductions among
constraints in Product business peers to support
Manufacturing
Development, Ford’s CSR managers with further resources
team can move on to
Sustainable Materials and set
in motion the same dialogue Dealers Share frontline feedback at the
loop with middle managers senior level to continually refine
existing CSR strategies
there.
Timeline of Implementation/Roll-Out
■ This makes the task more
manageable for Ford’s small
CSR team.
Dialogue Defined
■ Two-way, ongoing exchange of ideas and information to engage frontline employees in problem-solving about
how to achieve business growth (or cost efficiencies) in a more sustainable way.
■ Who: Communications/CSR Managers & business partners deep into the organization who have to execute CSR
strategies into theirs business unit’s (BU) operations. These are usually line managers, who are close enough
to the voice of frontline staff and also understand core objectives of their business unit.
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Focus dialogue on
showing relevance to
MIDDLE MANAGER DIALOGUE FRAMING
frontline objectives.
Middle Manager Conversation Guide
Illustrative
■ While most Communications
and CSR teams are
well-versed in having Sample Questions to Ask
conversations with senior ■ What do you need to deliver on as a department/business unit
management about CSR this year?
strategies, dialogue with
middle managers is different ■ What are your personal KPIs?
in kind.
■ How do you think (CSR objective) will help/hurt your department/
■ Ford keeps middle manager BU objectives? Your personal KPIs?
dialogue informal to encourage Checklist of Areas to Review
candid feedback around real with Middle Managers ■ What are the most time-consuming activities of your job?
challenges they will face.
Establish Linkage Between Core Business ■ Which of your activities would be most affected
■ Ford’s CSR team actively Unit Objectives and CSR Strategy by (CSR objective)?
listens and asks simple but
specific questions to gather Understand Operational Challenges ■ What kinds of resources will you need to get started on executing
a list of operational barriers on the Job (CSR objective) in your department/business unit?
at the frontline.
Identify Resource Constraints ■ How much time will you need?
■ The CSR team can then
■ What do you estimate the dollar cost to be?
share that feedback with Identify Key Decision-Makers in the Business
senior leaders, either
■ Will you need to retrain staff ? If so, which roles?
to revisit strategies as Broker Introductions and Further
necessary, or broker further Conversations with Key Support Groups
■ Who else will need to be involved in order for you to make
conversations for middle in the Company
progress in executing (CSR objective)?
managers with key support
groups in the company.
■ How do you anticipate them reacting? Would any support from
us (e.g., information, communication) help gain their cooperation?
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