2012 CSR Awards: Employee Relations

Winner: Kraft Foods and the Kraft Foods Foundation – Make a Delicious Difference Every Day

As one of the world’s leading food companies, Kraft Foods has made fighting hunger and encouraging healthy lifestyles the focus of its global community involvement strategy. The multi-faceted Kraft Foods volunteer program devotes resources to programs that fight hunger and promote healthy lifestyles. Kraft employees donate more than 200,000 hours of community service annually through its cornerstone Delicious Difference Week (DDW). Kraft’s annual Delicious Difference Awards spotlight five employees around the world for their year-round commitment to volunteerism, and Kraft lets external audiences know how much it value employees’ community service via news releases and other media outreach. Placements include the AdAge GoodWorks blog and The Wall Street Journal, just to name a few. —BM


Honorable Mentions:

Flextronics and Elite PR Consultants Beijing Company Ltd. – Flextronics Employee Caring CSR Program: The company leveraged traditional and social media to publicize Flextronics’ employee-relations efforts throughout China through relationships with relevant NGOs.

Hershey Company – Hershey’s CSR Sales Advocates: The Advocates plan volunteer events for Hershey’s sales teams in their areas, coordinate donations to local organizations, help with local Hershey’s Track & Field Games, fundraise for the United Way Campaign and communicate regularly with the CSR department at company headquarters in Hershey, Pa.

Jimmy Dean and MWW Group – Jimmy Dean and Share Our Strength: Deepening Employee Engagement: Share Our Strength’s No Kid Hungry Campaign was a natural fit for Jimmy Dean—the PR program included pledge taking, sharing experiences and information, and taking action through volunteer activities that directly made an impact on the fight against childhood hunger.

L’Oréal I’ve Got the Power – Employee Energy Conservation Challenge: To influence and change employees’ energy conservation behavior and to reduce energy consumption overall by 20% in its 20-floor New York office, L’Oréal utilized CEO e-mails, desk drops, the company intranet and Facebook.

Molson Coors Canada – Molson Canadian Red Leaf Project: The project incorporated tree plantings, urban greening projects, shoreline cleanup efforts and a commitment to plant 100,000 trees across Canada in 2011. Nearly 100% of media coverage mentioned of the environmental initiative with Molson employees and consumers, and 64% included a call to action.

Philips North America – Philips Cares: The Philips Cares Web site allows employees to search, sign up for, suggest and participate in local community activities. In addition, the site enables Philips locations to enter, promote and track company supported community outreach activities.

PricewaterhouseCoopers LLP and Edelman – Using Communications to Engage Employees in CR: In order to mobilize its 35,000 partners and staff to participate in volunteer opportunities, PcW and Edelman utilized a robust internal communications system to share information and spur engagement. The initiatives inspired more than 60% of employees to participate in its 2011 volunteer program.