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67
Southwest communicates with employees every day through news on their
intranet, every week through a telephone news line, every month with a 32-page
magazine, and every quarter through the financial ‘Knowing the Score’ message,
and every year through a series of town hall meetings. (BCLC, 2011, What to
learn from Southwest Airlines, para.4)
It indicates that SWA has the ability to communicate with its employees
effectively. SWA’s communications also integrated the corporate cultures into the
messages to allow employees to understand how their behavior contributes to the
company’s image as a whole. It suggests that SWA has its own customized and effective
way to communicate with employees, which can influence the employees’ personal value
on their jobs.
According to one of the company’s CSR specialists, SWA updates its employees
with CSR information weekly. However, it is always a challenge for SWA to
communicate with more than 35,000 employees whose work scenarios vary by time and
location.
Different work group receive communication in different ways. Bringing
awareness to our employees that these programs are available to them is
sometimes only half the battle… [But]We're always communicating and
educating (Casey, 2011).
When asked about the benefits of communicating with employees about CSR
information, the CSR specialist said:
It's up to everyone in our company to maintain our culture of responsibility. It's
important to communicate frequently about corporate responsibility efforts in
order to instill a sense of pride in our employees, to educate them on the
importance of CSR and to show gratitude for the hard work they put in to ensure
that Southwest Airlines remains a socially responsible company. (Anonymous,
personal communication, 2011)
Because CSR is integrated into the company’s value and culture, SWA regards it
necessary to keep employees updated about relevant information. In this way employees
Object Description
| Title | The effects of corporate social responsibility one employee engagement |
| Author | Ma, Hongyue |
| Author email | hongyuem@usc.edu; hongyuem@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-01 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-03 |
| Advisor (committee chair) | Thorson, Kjerstin |
| Advisor (committee member) |
Floto, Jennifer Little, Sharoni |
| Abstract | Both corporate social responsibility (CSR) and employee engagement have become increasingly important to businesses today. The two are related: CSR affects a company’s employee engagement.; The purpose of this study is to explore those effects; the degree to which they take place and circumstances in which they occur; it also compared CSR’s influence to other well-recognized drivers of employee engagement to determine the significance of it.; This thesis will help corporations better understand the role of CSR when it relates to employee engagement, so they can design their CSR efforts accordingly and maximize the outcomes. |
| Keyword | corporate social responsibility (CSR); employee engagement; relationship between CSR and employee engagement; drivers of employee engagement; effects of CSR on employee engagement |
| Geographic subject (country) | USA; Germany |
| Coverage date | 1863/2009 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3879 |
| Contributing entity | University of Southern California |
| Rights | Ma, Hongyue |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Ma-4564 |
| Archival file | uscthesesreloadpub_Volume26/etd-Ma-4564.pdf |
Description
| Title | Page 73 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 67 Southwest communicates with employees every day through news on their intranet, every week through a telephone news line, every month with a 32-page magazine, and every quarter through the financial ‘Knowing the Score’ message, and every year through a series of town hall meetings. (BCLC, 2011, What to learn from Southwest Airlines, para.4) It indicates that SWA has the ability to communicate with its employees effectively. SWA’s communications also integrated the corporate cultures into the messages to allow employees to understand how their behavior contributes to the company’s image as a whole. It suggests that SWA has its own customized and effective way to communicate with employees, which can influence the employees’ personal value on their jobs. According to one of the company’s CSR specialists, SWA updates its employees with CSR information weekly. However, it is always a challenge for SWA to communicate with more than 35,000 employees whose work scenarios vary by time and location. Different work group receive communication in different ways. Bringing awareness to our employees that these programs are available to them is sometimes only half the battle… [But]We're always communicating and educating (Casey, 2011). When asked about the benefits of communicating with employees about CSR information, the CSR specialist said: It's up to everyone in our company to maintain our culture of responsibility. It's important to communicate frequently about corporate responsibility efforts in order to instill a sense of pride in our employees, to educate them on the importance of CSR and to show gratitude for the hard work they put in to ensure that Southwest Airlines remains a socially responsible company. (Anonymous, personal communication, 2011) Because CSR is integrated into the company’s value and culture, SWA regards it necessary to keep employees updated about relevant information. In this way employees |
