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NatSteel, a Singapore-based subsidiary of Tata Steel Enterprises, has a vision to create a global benchmark corporate citizenship in the steel industry. Among the focal areas defined for its corporate social responsibility (CSR) programme are worker safety, the environment and becoming an employer of choice.
Community relations are an important part of the strategy. NatSteel considers it such a high priority that it has implemented a structured programme to target both internal and external stakeholders. The 'Building Beyond Borders (B3)' outreach initiative focuses on the elderly, the childhood education and disaster relief. Each cause touches an important nerve in the company.
Given Singapore's rapidly ageing population, for example, NatSteel felt the underprivileged elderly would especially benefit from their continued attention and service. Promoting the education of children is also an appropriate choice for NatSteel as it aligns with Tata's general CSR philosophy.
As a multinational corporation with colleagues and clients in affected nations, it is second-nature to NatSteel to support disaster relief efforts. The company donated $20,000 to the Singapore Red Cross appeal in the wake of Cyclone Nargis in Myanmar. Direct aid was also extended to Myanmese staff in Singapore. The company's regional plants in China contributed both money and in-kind disaster relief support after the Sichuan Earthquake last year.
NatSteel also has preferred charities in the local sphere. It regularly donates both money and employee time to the St Joseph's elderly care home and the Society for the Physically Disabled (SPD).
The personal touch
Chua Hock Cheng, Assistant Vice President for Production, says good CSR is not just about throwing money at problems. There is a real two-way impact whenever staff get together with beneficiaries of the B3 programme.
Earlier this year, NatSteel's commercial department took a group of residents from the St Joseph's Home to Sentosa Island for a day-outing. This afternoon of sightseeing and conversation was just one of NatSteel's efforts to build a rapport between its staff and those less privileged members of the Singapore community. Other outing locations have included the Singapore Zoo, the Singapore Flyer and the Botanical Gardens.
The company also offers 'CSR Leave' for all its staff. This allows employees to take advantage of opportunities like the Sentosa Island trip to spend quality time engaging with the less fortunate, and gaining a fulfilling outreach experience. The annual day off has dual intentions. While on the one hand it encourages employees to actively participate in community outreach activities, it also promotes cross-functional interactions and creates a greater rapport and camaraderie amongst staff from different departments.
Besides the regular outings, NatSteel volunteers have contributed special skills to SPD's bursary events. Different members of staff have been known to offer balloon twisting, face-painting and calligraphy to create carnival-like atmospheres at the fundraisers. They also managed logistical aspects like ushering, stage management and food service.
Through such initiatives, NatSteel hopes to cultivate a genuinely enthusiastic attitude towards charity work. It makes a clear distinction between volunteering time and effort, instead of merely donating money, preferring that staff see the value of hands-on charity work and how it can enrich their lives.
It's something that has had an immediate impact on Chua. "Spending time with the physically challenged children enables us to empathise with them more," he tells HRM. Interacting with them and seeing the smiles on their faces is a very fulfilling experience."