This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS11 August 2014

CSR reputation important to marketing recruits

News UK

UK — The majority of marketers looking for a new job consider a company’s corporate social responsibility (CSR) track record when deciding on a new role.

More than seven out of 10 ( 72%) marketing professionals judge a potential new employer by its CSR reputation and almost one in four ( 22%) consider it as a very important factor in their decision according to research from specialist marketing recruiter EMR.  

Among the companies that stand out for their CSR achievements, Marks & Spencer – with its wide-ranging Plan A programme of sustainability – is the most recognised ( 21%), followed by the Co-operative ( 20%), the BBC ( 17%) and Sainsbury’s ( 14%). The choices were taken from the 2013 BITC Corporate Responsibility Index consumer brands.

The research by EMR among 440 marketing professionals found that the majority of marketers ( 56%) think spending on local community projects is the best use of CSR budgets. Almost one in five ( 19%) favoured environmental projects, while contributions to charities or not-for-profit organisations ( 13%) were preferred over funding global health projects ( 12%).

The research also found that the average FTSE 100 company channelled 11% more finance toward CSR initiatives in 2013 than in 2011.

Two years ago FTSE firms spent an average £12.5m on CSR, equivalent to just 0.5% of pre-tax profits. By comparison in 2013 CSR spending among FTSE companies averaged £13.9m – equivalent to 0.8% of pre-tax profits. But, with earnings down by 3% in 2013, both figures are down from 2012 when firms typically spent £16.6m on CSR or 0.9% of pre-tax profits.

Oil, gas and mining businesses make the biggest financial contribution to CSR, spending £35.4m on average in the past year: 2.5 times the norm of £13.9m among the FTSE 100. Leisure and retail firms commit the greatest share of pre-tax profits at 1.8%: more than double the FTSE 100 average of 0.8%.