Corporate Social Responsibility: An Implementation Guide for Business viduals can participate in meetings or engagement activities). Whenever possible, use the language of the stakeholder group. At a minimum, provide interpreters. Separate engagement processes for diverse cultural groups should be considered. Ensure that vulnerable or disadvantaged groups, such as employees and their representatives in some situations, can speak openly, without fear of reprisal. This may require holding engagement processes off-site. Be sensitive to gender and faith issues. Providing a facilitator of the same gender or faith as the participants may make the group more comfortable about sharing information. Select the appropriate engagement approach. This may be focus groups, individual or small group interviews, surveys, formal referrals, key-person meetings, advisory councils or some other engagement approach. The approach chosen should reflect the engagement objectives, stakeholder capacity, cost and time constraints, and whether qualitative or quantitative information is required. Consider getting outside help. A professional facilitator or consultant can help with the details of the engagement plan.
Expertise in stakeholder engagement There are many private firms that provide specialist advice and assistance on stakeholder engagement. A short Internet search using keywords such as “CSR + stakeholder engagement + (name of relevant country)” should quickly turn up several options. Business associations are a good place to discuss informally with peers which firms or individuals have provided good service.
Task 4: Start the dialogue Entering into engagement in a spirit of equality, respect and openness will increase the opportunities for mutual benefit. When inviting stakeholders to participate, be clear about the degree of influence they will have and commit to it. Nothing is more likely to destroy trust and discourage future engagement than revealing part way into an engagement process that the key decisions have already been made. Also, it is important that clear ground rules or protocols are set with the understanding support of all stakeholders. These should cover confidentiality issues such as whether information obtained at meetings can be used publicly, and if so, how extensively. Remember that dialogue means two parties conversing. Cultivate the capacity for listening and being seen to be listening. Recording or recapitulating the main points to arise after each meeting is one way of demonstrating that messages are being heard. Dialogue can be enhanced through the use of interviews, surveys and focus groups. Wherever possible, this should build on existing contacts and research.
Task 5: Maintain the dialogue and deliver on commitments As noted earlier, there can be a wide range of engagement approaches. There is no “one size fits all.” After the dialogue and engagement process have commenced and there is agreement by both the firm and the stakeholders on the approach and deliverables, it is important for the participating parties to deliver on their engagement commitments. The
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