For many companies, corporate social responsibility (CSR) can be a make sure you check the box' chore. But that's not the case at telecommunications provider StarHub. Jeannie Ong, Head of Corporate Communications, says the group's view on corporate philanthropy is that it's not simply an obligation - but an enriching element that forms part of the company culture.
"Philanthropic giving and employee well-being interrelate," she says. "Employees want to feel that they are part of a company making a difference."
"Giving" actually results in "receiving" when companies view CSR this way, she points out. When employees participate in charitable activities, they gain a sense of social purpose which boosts morale at work. They also forge stronger bonds with one another, and develop a stronger sense of belonging to the company.
Empowering others
The main tenet of StarHub's CSR philosophy is to empower people in less-than-ideal circumstances. The company usually undertakes charitable programmes which emphasise enabling the less fortunate to improve their lives. As Ong puts it, the initiative works by "fulfilling their basic needs and by widening their visions with opportunities for education and skills enhancement."
Since it was established less than ten years ago, StarHub has donated more than $5 million to a range of charities and some 250 welfare organisations. The recipients have included the Movement for the Intellectually Disabled of Singapore (MINDS). The $100,000 in donated funds helped support critical services and specialised education programmes at the MINDS Towner Gardens School (MINDS TGS). Specifically, it bought educational toys and aids, teaching materials, physiotherapy equipment, psychological test kits and equipment for the school's "Sensory Integrated Room".
Another charity reaping ongoing benefits from StarHub contributions is The Society for the Physically Disabled. The company has contributed over $500,000 to the society's Children Rehabilitation Programme, assisting youths with physical or developmental disabilities, and its Information Technology Apprenticeship Programme, preparing beneficiaries for future employment opportunities.
StarHub also supports some lesser-known causes in Singapore, bringing the spotlight to issues which may otherwise be overlooked. An example is their contributions to the Tanjong Pagar and Serangoon Moral Family Service Centres that provide counseling, mentoring, legal assistance, study rooms and youth drop-in corners to help families cope with their responsibilities and challenges.
Leaders, staff and customers
There's no better way of creating a charitable culture than getting the leaders involved. StarHub says its senior management team contributes time to its chosen causes, a move which says lends credibility to the company's overall efforts.
Tan Tong Hai, Chief Operating Officer, was one of 50 StarHub employees lending a hand at a recent carnival for students at MINDS TGS. He churned out sticks of cotton candy; something Ong says inspired other StarHub employees to participate at the event.
Ong says participation is another key part of its CSR efforts. "Our programmes are designed to entertain and educate, to inspire and encourage," she says. "These goals are not just about the immediate beneficiaries, but also the range of people - from customers to employee volunteers - who know they are making a difference."
Since 2006, this belief has been formalised in policy. Staff are allowed two days of paid volunteer leave per year. "There is now a large pool of volunteers eager to help out at the events organised by StarHub," she says.