Project GiveBack

A Corporate Social Responsibility Integration

Our Challenges

Since forming our company over 21 years ago we have continuously strived to increase the socio-economic contributions we make into the regional and rural areas of our operations through a focus on Corporate Social Responsibility (CSR) initiatives. This has led to continuous development of activities and programs under the WorkPac Group’s Positive Energy Program. One challenge we had encountered however was the capture and recording of such initiatives and an understanding of the contributors, recipients and value of those efforts.

Secondly, we recognised the shift in importance that our current/future clients and employees were placing on social responsibility and our articulation of the company’s social purpose, contributions and results. We recognised merit in the external brand strengthening through our giving programs, as it relates to attraction of talent and business associations. So a further challenge was optimising the marketing capability of activities and outcomes to external parties.

A third challenge was how to meet our social responsibility and contribution growth targets and ensure we were able to recognise and support our employees when they were driving grass roots initiatives within their teams which enabled such growth. Communication, awareness and collaboration was key to achieving this.

In 2018, Operations Manager James Smart began to incubate and share his idea for a technology platform for capture, storage, retrieval and communication of the WorkPacGroup’s CSR activities. His vision was one in which the entire company employee base, which is spread across all corners of Australia, were able to participate, share their efforts and support their colleagues. This idea evolved into GiveBack and its integration into theWorkplace by Facebook which, at the time, the Group were only in the evaluation and consideration stage of implementing the platform.

Using the GiveBack Bot our individuals and teams are able to capture their CSR activities in real time and submit them to be included as part of the organisations overall ‘GiveBack’ story. The use of gamification features, including individual and team leaderboards, coupled with the social sharing and collaboration strengths of Workplace contributed (and continue)to increase the adoption and engagement levels. Multi-channel marketing and promotion is used, through Workplace, email and our company intranet, to effectively communicate GiveBack news, results, leaderboards and initiatives to existing and non-users across the company. As such GiveBack has become the core driver of our CSR programs and activities.

The results

What Has Been The Impact & Result

Achieved 166 unique participants in the program (26% of total staff)
Captured 325 different CSR activities across 38 locations
Allowed us to effectively create cause related marketing
Allowed us to effective quantify our social and community contributions

Most interestingly it suggested to us that when teams participate in pro-social initiatives they are more likely to stay together. Over the course of the year we found a comparative turnover rate 51% lower amongst GiveBack participants. The introduction of our GiveBack Integration subsequently became the catalyst for our business to listen to what our teams were telling us and implement additional framework around our corporate social responsibility program. This led to discussions and implementation of things such as an annual CSR award for individuals or teams that are the champions of socially responsible initiatives, reviewing our leave policy to include volunteering leave and the introduction of our corporate dollar matching policy.
An additional benefit of the release of the GiveBack Integration coinciding with our Workplace launch was that it created a point of interest, friendly competition and element of fun amongst our teams which helped drive the adoption and engagement with Workplace more generally. In summary, the GiveBack Integration has allowed us to effectively capture and report on as well as bring collaboration, fun, recognition and growth to the CSR activities that we are carrying out as an organisation.

Keep updated on our progress.

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