I’m not a big fan of New Year’s Resolutions. I really never have been.

Mainly I don’t like the idea of waking up one day and declaring things like, “I will now exercise more”. While I do believe a New Year offers the chance for a new start, I think more often than not, New Year’s Resolutions are shallow and low-impact.

What I do love, though, are what I call Birthday Resolutions.

While everyone else is busy resolving to do things come January 1^st, I sit tight for a little while. My birthday is in February, so after New Years I’ve got about 6 weeks of thinking to do.

In my opinion, making Birthday Resolutions means there’s less pressure to say things like, “I want to eat healthier” – perhaps because it’s easier to tune out the background noise on my birthday and really think through what I want the year ahead to look like.

In fact, my overarching objective when setting Birthday Resolutions each year isn’t just about changing my behavior or attitude. It’s about asking myself:

What do I want my life to look like this time next year?

Now, don’t get me wrong – setting and then keeping a Birthday Resolution can be just as tough as a New Year’s Resolution. After all, any kind of resolution entails challenging yourself to change, and change is hard.

Still, I do find that Birthday Resolutions help me start my next year feeling present, thoughtful and focused about the year ahead. And for me, that’s the whole point.

This year I have two Birthday Resolutions, which I’m pleased to share with you.

First, I resolve to give.

By this I really mean to give of myself more freely – my time, my interest, my intellect, and even my personal resources (like money, my network etc).

In my family we use a concept borrowed from Stephen Covey called “The Emotional Bank Account”. The premise here is that relationships are like bank accounts, with deposits and withdrawals. Each person in a relationship makes transactions of both kinds, but overall both people must focus on making deposits – otherwise the account balance goes empty.

For me, the last two and a half years have been all about withdrawals. Succeeding in business school required that I focus almost exclusively on myself and my own journey. Because I had built up enough of an “account balance” with my family and friends, I was able to lean on the people around me for support, help, and guidance. But, with my own bandwidth limited, I didn’t do the best job of making deposits.

Now that I’m out of school with a healthy dose of perspective and clarity, I’ve decided that I want this year to be about making deposits. I’m so thankful for the help I have received, and now I feel compelled to be generous in return.

Second, I resolve to try.

By this I really mean to find the courage to take risks, to speak up, and to think beyond what seems possible or plausible.

People who’ve known me forever know that I’m not a big fan of risk, so this isn’t an easy resolution for me. But if there is one lesson I took away from business school it’s that when I am brave enough to speak my opinion or pursue something unknown, good things can happen. Sometimes I fail or make a mistake – everyone does at some point. But more often than not, when I push myself to give something new a try, I’m glad I did.

So there you have it – my 2011 Birthday Resolutions. While I can’t promise instant success, I do feel more focused and prepared to make this year be about both generosity and courage.

Hopefully by this time next year I’ll be reporting back to you all the ways I was able to both give more and try more.

Happy New Year to each of you, and best of luck with your own Resolutions!

Boy how time flies! Incredibly, we’ve made it through another year.

2010 was an interesting year for me, comprised of what I see as two separate phases: the last six months of business school, and the first six months of the rest of my life.

Anyone who’s gone to business school can speak to how intense the experience is. For two years you push yourself to learn, study, compete, and succeed – in the classroom, among your friends, and especially in the job search. You also sacrifice; your life revolves around being a student and everything else often takes a back seat.

As cliché as it sounds, business school is all-consuming (that whole “seeing the forest through the trees” thing doesn’t always apply to us MBAs).

Like any good business school student, I took my two years in school very seriously, working hard to ensure success for my job search. After all, I often reasoned, the whole point of going to business school is to get a job!

Just out of curiosity, I went back and looked over my 2010 calendar. From January to December I went on 28 job interviews and reached out to another 64 people for informational interviews, or 1.8 interviews of some type per week.

I wrote countless cover letters, recreated my resume practically every week, and scoured the job boards for openings. I networked, I applied, I interviewed…and nothing happened.

In fact, while I left business school in May thrilled and excited to find a job, by the second half of 2010 I felt a bit like the low squeal of air being let out of a balloon very, very slowly.

By late October, I was officially deflated.

Things were just not working out like I’d planned. I wasn’t finding the job I wanted, or dare I admit, the job I felt I deserved (even if they won’t say it out loud, I believe every MBA feels a sense of job entitlement from the minute they step on campus because, again, the point of business school is to get a better job).

For a while my apparent inability to turn a job interview into a job offer just ate away at me.

With time, though, and a lot of soul searching, I realized that no matter how much I wanted to control the outcome of my job search, I had to let it go. This was clearly something I could not fix all by myself, no matter how much I wanted to.

So, with that, I tried to relax and remember the big picture.

And when I did, I suddenly saw all the important people, experiences and traditions that I’d neglected during my job search. I saw my husband, my family, and my friends. I saw birthday parties and holidays, yoga classes and hikes outside, and weekend movies and dinners out. In essence, I saw a world filled with people who love me, and whom I love – and I decided right then and there that it was time to start participating in the fulfilling life I already had, with or without a job.

In hindsight, getting an MBA was the best career choice I’ve ever made. It gave me skills and experience and confidence unlike anything else, and I am so proud of how far I’ve come.

Yet I also believe that getting an MBA was one of the most selfish things I’ve ever done.

Business school gave me permission to focus on me, and only me, for two years. And when the final result didn’t initially turn out the way I had hoped or expected, I could only conclude that I had somehow failed. It sounds extreme now looking back, but at the time, that’s how I felt.

I am certain now that I haven’t failed.

Instead, what I have done is realized that business school is just one piece of my life story. There was life before business school, and there will certainly be life after business school. No matter how enormous the experience has felt, my post-MBA job search is actually just a blip on the radar.

Ironically, the moment you stop worrying about something is the moment it happens. I am pleased to say that I’m finally making some great progress on my job search, and I’m feeling hopeful for good things in the New Year. But it hasn’t been an easy year for me, and unfortunately I know the same is true for so many other job seekers out there today.

And so, with that I’d like to leave with you a few words of unsolicited advice as we close out 2010 and move towards 2011:

To the Class of 2011 – and to those brave members of the Class of 2010 still pounding the pavement – I say: pick your heads up. See the forest, not just the trees. Know that your MBA job search is just one stop along the long chronology of your professional life. It doesn’t define you as a person, or determine your success or failure. It’s just a job. And you will have many in your lifetime.

And to everyone who’s helped me throughout my own search: I want to offer my most heartfelt thanks. It really did take a village to find me a job! And I am so grateful for the village I have.

Happy holidays to each of you and best wishes for a terrific (and employed) 2011!

Ashley’s Note: I originally wrote this post for Vault’s CSR blog, In Good Company, as part of their 2010 CSR Year in Review series. I encourage you to check out all of their guest bloggers – there’s some great CSR learning there!

Britta Durtsche

One topic that comes up often in CSR discussions is social intrapreneurship (in fact, it’s something I’ve written about previously on The Changebase).

Lots of people want to do CSR work, but not everyone is lucky enough to be in the right place, at the right time to land that perfect CSR job.

Thankfully that doesn’t mean that you can’t still make an impact at work.

I recently sat down with Britta Durtsche, a true social intrapreneur who found her CSR calling in a most unexpected way.

Interestingly, Britta never expected she’d work at a big company like Best Buy.

A self-proclaimed “anti-corporate” college student who’d been active in causes like sustainable clothing and social enterprise, Britta never guessed that an internship with the consumer electronics giant would have such an impact on her professional career. But it did.

In 2004 as an undergraduate student at the University of Minnesota’s Carlson School of Management, Britta decided to “test the waters of a corporate environment” by accepting an internship with Best Buy. By the end of the summer, she says, she was hooked on the company’s culture and energy.

After graduation Britta joined Best Buy as a Demand Planning Analyst in the Marketing group, and even though she spent most of her time in spreadsheets and forecasts, she loved it.

Soon after starting, Britta heard about a new group being formed at headquarters by a fellow employee named Hamlin Metzger. The goal was to get Best Buy employees engaged and active in an internal movement to integrate sustainability into their everyday work routines. Hamlin was looking for help, and Britta jumped at the chance to get involved. Soon after, in 2006 the Best Buy Social Responsibility (BBSR) team was launched.

From working with Facilities to improve recycling programs, to hosting a company-wide energy-themed film festival, Britta and the BBSR team worked hard to create buzz and generate excitement internally. In addition to these highly-visible initiatives, the BBSR team also hosted smaller informational meetings to provide employees the chance to learn more about how they could personally get involved.

And the most amazing part? Britta, Hamlin and their colleagues accomplished all of this in addition to their regular day jobs. In fact, according to Britta, it really just started as “little grassroots things I could take on in addition to my role” in Demand Planning.

Today, more than 200 employees are part of the BBSR team and it seems inevitable that this number will grow with time.

Britta attributes the program’s success to the fact that the BBSR team taps into employees’ personal interests and allows them to “bring their hearts” to work – even if their jobs aren’t directly related to corporate social responsibility.

The other crucial success factor, Britta says, was engaging Best Buy’s senior leadership every step of the way. Through personal, one-on-one outreach with VP’s and other leaders, Britta and the team secured buy-in from key influencers throughout the company – a strategy she believes helped to “carry the legitimacy” of the BBSR team’s efforts and model the way for others to join in.

Although she has since left Best Buy and the BBSR team, Britta has continued to work with social intrapreneurs who want to identify ways to bring sustainability into their workplaces and schools. Today Britta serves as the Impact Programs Manager at Net Impact, where she provides resources, tools and support for professionals and students who want to make a difference in their organizations.

For many Net Impact members and recent MBA graduates, working in sustainability or CSR is an important goal. Often, however, those jobs are tough to find and can be very competitive.

Nonetheless, Britta’s story reminds us that we don’t need “CSR” in our job title to make an impact at work. By finding a company she loved; volunteering to help with an issue she cared about; and engaging with employees at every level, Britta was able to meaningfully participate in and help guide Best Buy’s sustainability journey.

Clearly Britta’s story serves as a great example of finding ways to contribute to your company’s sustainability goals, even when you’re not working in the CSR team. But why tell her story now?

As you may know, Net Impact’s terrific annual CSR conference is taking place October 28^th through the 30^th at University of Michigan’s Ross School of Business and I want to encourage everyone to attend.

This year’s theme is “2020: Vision for a Sustainable Decade” and, given Net Impact’s own interest in social intrapreneurship, I have a hunch it’ll be a great place to learn more about how to get involved in your own company’s CSR journey.

They’re still announcing speakers and sessions, but trust me: the networking is great, the energy is contagious, and the learning is invigorating.

And the best part? For another week you can take advantage of early registration! So: what are you waiting for?

Hello everyone!

I am back from my cross country road trip and happy to report I am officially based in the San Francisco Bay Area again.

I have many stories to share from the road, but before I recap my trip, I wanted to give a quick plug for my friend and fellow Twitterer Aman Singh Das, Corporate Responsibility Editor of Vault.com.

For anyone who participates in the CSR community on Twitter, Aman’s name and her work on Vault.com and the In Good Company blog will definitely ring a bell. I first met Aman a few months ago when she was interested in publishing one of my CSR job search posts.

Our paths crossed again a few weeks later when she reached out to me for an interview. Curious about how MBA graduates are faring in their CSR job search, Aman decided to write what she called an “intergenerational study” of MBAs who want to create change in business.

Included in my interview cohort were MBAs from Case Western, Marlboro College and UC Irvine (including my friend Geetanjali Singh). The unifying theme for all of the interview subjects was our interest in finding a job in corporate social responsibility.

Here’s what Aman had to say about her report:

Over the next two weeks, I will be publishing interviews with each of the graduates, providing you with in depth insights into their worlds and their progress—or lack of it—in finding employment in their chosen field. Each of the graduates left behind stable, well-paid careers—ranging from IT, programming, and nonprofit fund raising—to strike out in a field they feel truly passionate about. Will they sacrifice that passion for CSR in favor of employment? And if not, how long are they willing to search for that perfect job, and what alternatives exist in the marketplace?

I am so thrilled to have taken part in such an interesting inside look into how MBAs are finding their way in the field of corporate social responsibility. Thanks Aman for including me in your study!

Since I thought this content would be of interest to readers of The Changebase, I’ve provided links to all of Aman’s great reports, including the full transcript from her interview with me.

I hope you enjoy!

-Ashley

• Job Hunting in CSR: What’s Next for These MBA Graduates?
• Part 1: Will the Recession Serve as a Tipping Point for Corporate Responsibility?
• Part 2: Connecting Corporate Responsibility with Career Objectives.
• Part 3: After All is Said and Done, Where Are the Jobs?
• Career Change: Leveraging Business School to Move From Nonprofit Fundraising to Corporate Sustainability (My Full Interview with Aman)
• Readers Respond: The Evolution of CSR and What Might Be Next.

One of the best things about being in grad school and conducting a job search is getting to do informational interviews.

As an MBA student I had the opportunity to connect with and ask questions of professionals in CSR, philanthropy, social enterprise and sustainable business. Luckily, even though business school is over, I’m still able to call on friends and others in my network for in-person coffees, lunch dates and phone calls.

In total I’ve met with probably 80 people over the last year and a half – definitely a good sample size! Why do I do it?

First and foremost, these conversations are a lot of fun – I enjoy talking to people and hearing their own stories about the career choices, successes, and even mistakes they’ve made along the way.

But more than that, it’s a great learning opportunity. As someone trying to carve out my own path and figure out my next steps, I find it incredibly helpful to get other people’s perspectives and advice.

What’s funny is that even though I talk to someone different each time, the advice I receive is often similar from conversation to conversation.

For example, I don’t have enough fingers and toes to count the number of times people have told me: “If you want to work “in-house” in a corporate responsibility team, get a functional job first (ie: marketing, strategy etc) and work your way in to a CSR job later.” (Seriously – if you also want to work in CSR, I can’t stress enough how often this bit of wisdom has come up in conversation!)

Sometimes I get frustrated hearing the same thing over and over again. Yet other times the messenger relays the advice in a way that’s just different enough to make it stick.

The best and most recent example was a phone call I had last week with a woman who previously worked in CSR communications and reporting at a major consumer products company. As is customary for most of my conversations, I ended our talk by asking what advice she might have for me as someone who wants to get into the field.

Her response: “Think about what you love.”

Now ok, I’ll admit it: at first I rolled my eyes a little. I have definitely heard this one before! Still, she pressed on: “Don’t think about what brand you want to work for,” she cautioned, “or what function you want to work in. Instead, think about what you love to do, what you love to talk about – and find a job doing that.”

What’s funny is that even though this idea wasn’t new, the way in which this woman said it really resonated.

Since our talk last week I have challenged myself to identify what I really love. And to be honest, it’s not a simple question to answer!

Think about it this way – how often do you ever give yourself the freedom and the space to actually stop and think through what you love to do, what you love to learn about, or what you love to share with others? And how often to you actually bring what you love to work?

Some people know right out of the gate what it is they love. For me, I’ll admit it – I’m still working on it. But I guess, in the end, that’s the point.

People like us – that is, people who are motivated to make change in our communities and have an impact on the world – have to follow our hearts. That’s really, in my opinion, the only way we’ll actually be sure that we successfully accomplish what we set out to do!

Sometimes it’s easy to overlook the importance that enthusiasm and passion can play in our jobs. Instead, we focus on salary, title, or prestige. I know as a recent graduate it’s been easy for me to get hung up on these issues.

At the end of the day, though, I think we’re all actually motivated by questions of greater value:

• Do we feel satisfied at work?
• Are we having the impact we wanted or hoped for?
• Do we need to explore something new?

Ultimately, it comes down to figuring out your passions – that is, the things that make you feel complete and fulfilled – and finding ways to make them your life’s work.

And yes, often this is easier said than done. Many of us have family or other commitments that make it tough to simply “follow our bliss” all of the time. But my hope is that you will take just a moment to sit quietly, listen to your heart, and figure out what you love. I know that’s my goal right now and I’ll be sure to update you when I have some answers.

In the meantime, my job is to find a job. And hopefully that job will touch upon those things I love – once I know what they are!

Well folks – I’m all done with business school!

After a whirlwind week of celebrations – and just a little pomp and circumstance – the dust is finally settling and life is returning to normal (although, one quick plug, I’m still looking for a job!)

But before we close this chapter completely, I wanted to share a quick story.

My mom was in town for graduation, and practically as soon as her plane touched down, she told me she needed to go to a book store. She wouldn’t tell me why.

After a day or two of being reminded regularly of her need to get to a book store, I finally gave in and took her to the closest one I could find. Once there, she bolted away on her quest – leaving me to hang out in the New Releases section and wait for her.

A few minutes later she came bounding back toward me with a bright red book in her hand. In big black letters, striking on the red background, it read: The MBA Oath.

“This,” she said, “is what I wanted to get you.”

The MBA Class of 2010 was just beginning its first year of school when the Financial Crisis really started to accelerate in September 2008.

I remember sitting in finance class when, in the throes of the biggest crash since the Great Depression, my professor decided to skip the theory and formulas and instead devote big blocks of time to breaking down what exactly had happened. It was an engrossing and overwhelming conversation, to say the least.

As the magnitude of the Crisis became clearer, my classmates and I found ourselves faced with an uncomfortable truth: many of the people responsible for this financial collapse were also MBAs.   

Suddenly, everywhere I turned there seemed to be a debate over whether the MBA curriculum had anything to do with this. What role did business education play, people wondered, in churning out managers whose only motive was short-term (and short-sighted) gain?

And, by extension, many asked: Is the MBA a degree to be trusted?

As a fresh-faced first year student, this was a tough pill to swallow. I came to business school to put new tools in my tool kit, to strengthen my analytical and leadership skills – not so I could follow in the footsteps of those irresponsible managers. We all know the saying, “one bad apple spoils the bunch” – and I felt like a handful of bad apples had spoiled it for all of us.

Throughout that first year of school, the question of ethics in business decision making was a constant theme. As students we were challenged by our professors, and by each other, to consider what steps we could and would take to ensure we did not follow the example set by those “bad apples.”

Around the same time, Harvard Business School student Max Anderson and his classmates launched what they called the MBA Oath, a “voluntary pledge for graduating MBAs and current MBAs to create value responsibly and ethically.”

Considered “a Hippocratic oath for business,” the MBA Oath outlines principles and actions each signer must uphold, from accurate reporting to ensuring the health and dignity of employees. You can read the full language of the Oath here.

While it was originally started as a Harvard campus initiative, the MBA Oath has now reached students worldwide and claims over 3,000 signatures from schools and students. Which brings us back to my mom and the book store.

Max and co-author Peter Escher have just released an accompanying book – a guide that not only tells the story of the Oath, but that also takes a look at classic MBA case studies through the lens of business ethics.

It looks like a fascinating read, and you can bet it’s at the top of my summer reading list.

When I reflect back on the education I received over the last two years, I can see now to what extent my thinking and learning has been framed by the Financial Crisis – and ultimately by the short-sighted and dangerous decisions made by people who chose to put profit above all else.

As this year’s class of MBA graduates enters the workforce, we must prepare ourselves to face choices, scenarios and decisions that may seem to pull us in opposite directions. Charged with balancing short-term gain and long-term thinking, we’ll continually be asked to make tough decisions and weigh the conflicting interests of multiple stakeholders.

Tools like the MBA Oath can help guide us in our choices – but in the end I believe they are only tools. Ultimately the decision to use both our heads and our hearts is ours alone.

As you go out in to the professional world – whether you’re a newly-minted MBA or a “gray-haired” professional – I ask you to remember to always pack your moral compass with you.

Milton Friedman might have said “the business of business is business” – but I argue it’s about much more than that.

Yes, the goal of business is to make money. But at what cost?

Raise your hand if you're graduating from business school!

I’m thrilled to announce that in two weeks I’ll be graduating from business school!

As unbelievable as it sounds (even when I say it), the end of my MBA program is amazingly just around the corner. While it hasn’t always been fun – derivative equations in economics class come to mind – it has been an incredible two years of learning and 100% worth it.

Now with my diploma (almost) in hand, I’m ready to take all of my new knowledge and skills out into the big wide world and get to work.

The only problem? I need a job! Which is where my request for help comes in…

In past posts I’ve tried to stay away from obvious self-promotion – if only because I wanted the CSR stories and innovations to take center stage.

While this will almost always be true here on The Changebase, I also have to own up to the fact that I’m an MBA who’s done enough IT strategy coursework to understand the value of crowdsourcing.

Knowing that I’m lucky enough to have readers from all professions and areas of expertise, I was hoping to enlist your help in my job search. As you’ll see below, I’ve taken a few paragraphs to outline who I am, what I do well, and how I might be able to help your organization with its CSR work.

And, if you like what you read and have some ideas or suggestions to share, of course I’d love to hear from you.

Who I Am: I’m a CSR strategy and communications specialist with a combined 7 years of experience in nonprofit fundraising, corporate philanthropy, marketing, and social media. As an MBA I have consulted with a number of corporate, agency and social enterprise clients on topics including sustainability strategy and reporting, stakeholder engagement, brand management, and consumer marketing. Curious to learn more? Check out my LinkedIn profile.

What I Do Well: While I like to think I’m pretty good at a number of different things, there are a few areas that I think are my core competencies:

CSR Strategy and Communications – I have deep subject-matter expertise and experience in CSR strategy and marketing, and I get especially excited about opportunities to help companies tell their CSR stories in ways that resonate with stakeholders and drive business value. Want an example? Check out this press release to learn more about a sustainability communications project I recently completed.

Social Media Strategy and Execution – Since starting my blog I have basically embedded myself in the social media world and, through thoughtful strategy (and lots of practice), I believe I’ve developed an approach to social media for CSR that is effective and successful. Want to see my social media work in action? Check out my Twitter feed – in just over a year I’ve built an engaged group of almost 1,200 followers through tactics that include developing a point of view, staying on message, and creating genuine conversations.

Research and Writing – Given my blog, it’s probably no surprise that I love to write. It turns out, though, that I also really enjoy doing research. Whether it’s gathering secondary data, creating surveys and analyzing results, or performing in-depth interviews, I have extensive hands-on experience with market research methods and tools. The best of all? I can turn that research into persuasive, actionable white papers for clients looking to create or maintain a thought leadership position in the CSR space.

People, People, People – It’s safe to say that, in many ways, a successful CSR strategy hinges on whether you can build relationships and create allies both inside and outside your organization. Whether it’s facilitating conversations, building partnerships, leading teams, or even engaging critics – you name it, I enjoy it. And I think I’m pretty good at it too.

How I Can Help You: I believe my experience and background in CSR, philanthropy and marketing can add value to the following kinds of organizations:

1. Corporate brands that have CSR programs and/or a sustainability focus
2. PR, communications, or consulting agencies that specialize in CSR marketing and strategy
3. Start-ups with innovative business ideas for “doing good and doing well.”

Whether it’s crafting a CSR communications strategy for your client; integrating social media into your corporate marketing portfolio; or developing a sustainability strategy for your new start-up, I know I have the skills and experience to help you get to where you want to go.

A few other details: as I mentioned, I graduate in two weeks and I’m able to start working shortly thereafter. Oh, and I’m focusing my search in the San Francisco Bay Area and the Pacific Northwest (Seattle, WA or Portland, OR).

So, what do you think? Are you looking for help strategizing, implementing, or growing your CSR program? Know someone who is?

Please feel free to contact me - I’d love to hear more and talk through specific ways that I can help you and your company achieve your CSR goals.

Thanks again for all of the support you have given me throughout my MBA journey. It’s an exciting time and I’m really looking forward to starting my next adventure!

-Ashley

In the grand scheme of things, Corporate Social Responsibility is still an emerging field, which means that everything – from general strategy to best practices – is still being solidified.

One of the questions that is still debated quite often in the CSR community concerns the “business case” for this kind of work.

In a world where business decisions need to be justified through sound reasoning and quantitative measurements, it can be tough to explain why “doing good” is important.

I’ve tried to tackle this question in past posts, and the fact that I’m bringing it up again I think is proof that the jury’s still out on this one. Nonetheless, I did just hear one perspective on the topic that I thought was worth sharing with you.

Bob Willard is a sustainability author whose “claim to fame” (as he put it) is the quantification of the bottom-line benefits that companies can enjoy through CSR. He recently presented his ideas on the value of CSR as part of a Net Impact Issues-in-Depth call that I was lucky enough to listen to.

Bob started by laying out his general framework for the case for CSR, otherwise known as The 3 R’s:

1. Risks
2. Responsibilities
3. Rewards

The first category, Risks, is pretty obvious and serves as the most direct justification for engaging in CSR. From managing regulatory changes to preparing for the potential depletion of certain natural resources, corporations must consider what risks they face and how CSR might help mitigate exposure to those risks.

The next category, Responsibilities, really speaks to the new wave of expectations surrounding corporate involvement in the community and the environment. Whether from consumers, the media, NGO’s or even employees, there is clearly pressure being put on companies to be active and engaged in society – with reputation, loyalty and credibility at stake.

Yet it was the third ‘R’ – Rewards – on which Bob focused. As Bob put it, “There are surprisingly big rewards for taking up responsibility expectations and mitigating risk”.

In fact, according to Bob’s calculations (which he called conservative), these rewards can be sizeable for both large corporations and small-to-medium businesses, who can expect to earn at least 38% and 66% more profit, respectively, through CSR programs.

Not surprisingly, the biggest area of CSR reward comes from the eco-efficiencies created in sustainability programs (ie: saving water, reducing waste, etc).

What comes next? Interestingly enough, the second biggest reward opportunity comes through employee engagement in CSR programs. Whether through reduced recruiting and attrition costs or increased employee productivity, the HR benefit of CSR is not to be overlooked.

Now, we all know anecdotally that CSR improves morale, reduces turnover, and generally leads to more satisfied employees. What’s cool about what Bob has done is that he’s actually put numbers behind these assertions and provided the calculations that prove these rewards.

Admittedly, I’ve never been great at statistics – but when Bob presented a regression analysis showing a correlation (R² = .57) between employee engagement and CSR activities, I just about swooned!

While I’m not going to repeat everything Bob presented, you can check out his website to see presentations and spreadsheets that show the numbers behind his ideas. In general, Bob’s overall point was that employee engagement drives business results (after all, happy employees beget productive employees) – and that CSR is one big way to dramatically improve the recruitment, retention and satisfaction of employees.

Thus, in essence, CSR leads to engaged employees which leads to increased returns for business. And voila - the business case for CSR in a nutshell!

As a job-seeker and future engaged employee, this assertion rings true for me. Nonetheless, if you’re still doubtful, I’ll leave you with some of Bob’s statistics as food for thought:

Recruiting

• 40% of MBA grads rated CSR as a an “extremely” or “very” important company reputation measure (Hill & Knowlton Jan 08)
• MBA grads will sacrifice an average of $13,700 in annual salary to work for a socially responsible company (2003 Stanford University study)

Retention

• 83% of employees in G7 countries say their company’s positive CSR reputation increases their loyalty (GlobeScan 2006)
• 57% of employees say their company’s CSR reputation is a factor in retaining them (Towers Perrin-ISR global survey 2007)

Productivity

• Fully engaged employees are 2.5 times more likely to exceed performance expectations than their “disengaged” colleagues (Hay Group website, May 2009).
• At Best Buy, a 2% increase in employee engagement at one of its electronics stores corresponds, on average, to a $100,000 annual rise in its sales (Business Week, “The Case for Optimism,” August 13, 2009).

So what do you think? Is employee engagement a compelling motivation for CSR at your company? Is this an argument that wins over senior company leaders? I’m curious to hear your thoughts.

With just over two months left until I graduate from business school, I’ve started to reflect on what I’ve accomplished over the last two years.

Without a doubt, the most fulfilling experiences of my MBA program have been the chances I’ve had to engage in real-world consulting projects for corporate and nonprofit clients.

In the last four semesters, I’ve worked on some pretty terrific marketing and corporate social responsibility projects – including brand audits, marketing research plans, stakeholder communications strategies, and social media tactics.

But perhaps my most satisfying consulting project was a sustainability reporting and stakeholder engagement plan for Praxair, a $9B Fortune 300 industrial gas manufacturer in Danbury, CT. I’ve talked about this project in past posts, and I was thrilled to see that Boston University recently issued a press release about this engagement (including a quote from yours truly!).

These consulting projects have been the most rewarding part of my MBA, but they’ve also been the most challenging and time-consuming. In the end, though, I’ve signed up for all of them without hesitation – in large part because I (and many of my fellow MBA classmates) believed they’d serve as proof of our experience to potential employers come recruiting season.

Interestingly, last week The Wall Street Journal published an article about companies partnering with business schools to create these sorts of CSR projects for students. The article starts out positively, saying urgent “social concerns” are leading more and more companies to partner with business schools to provide real-world education and training to students (aka: potential employees).

Unfortunately the story takes on a different tone just a few sentences later:

The effort [to create real-world CSR consulting projects] is being met with both gratitude and skepticism from business schools, which say that despite the emphasis on integrating these hot-button topics into the curriculum, it’s business as usual at recruiting time. Few hiring managers, they say, ask students about corporate-responsibility training or indicate it’s a priority.

That’s right – according to the article, these CSR projects may be happening more frequently on business school campuses, but that doesn’t mean they’re turning into more CSR jobs for MBA graduates after school.

The article drills home the point even further, saying that engaging students in these kinds of projects “doesn’t translate into hiring socially responsible M.B.As, an issue that “points to a disconnect on part of the companies: There’s enthusiasm in the classroom for imparting corporate responsibility and sustainability concepts, but hiring managers attending campus recruiting sessions say it’s rarely something they quiz candidates about.”

In the end it seems that MBA grads looking for CSR jobs can easily find themselves between that proverbial rock and a hard place – on the one hand, they’re receiving extraordinary real-world training for future sustainability positions; yet on the other, there’s often no opportunity to continue this work once they finish business school.

Another related and interesting study that just came out also reinforced this point:

Ellen Weinreb from WeinrebGroup analyzed six years of CSR job postings and drew conclusions about the availability of jobs and overall trends in CSR recruiting. Her findings point to an interesting conclusion for recent MBA grads wanting to get into CSR (which, by the way, is the same conclusion drawn by the Wall Street Journal article):

If you want to work in CSR, get functional experience first.

Ellen’s study shows an increase over time in VP and Director-level CSR jobs – which is great news for people already working in CSR but not so great for MBA grads just trying to jump in.

Since those high-level CSR jobs are most likely out of reach for newly-minted MBAs, Ellen suggests job seekers embed themselves in a corporate function (marketing, finance, strategy etc), learn the business, and then transition internally to a CSR role.

When you think about it, this advice makes sense; after all, to be effective in sustainability, you’ve got to first understand the business you’re in.

For my part, it turns out that I’ve actually heard this advice many, many times – and given the frequency with which it’s said, I’ve taken it seriously to heart.

Still, this puts me – and many other soon-to-be MBA grads – in a bit of an awkward position going forward.

My goal is to work in a CSR role within a big consumer brand, so I’ve stacked my resume with CSR-related projects and classes to show future employers that I know what I’m talking about.

But if in the end it turns out that these kinds of activities don’t necessarily translate into a job-seeker’s “competitive advantage,” did I waste my time on these projects when I should have been doing something else? Obviously that’s being overly dramatic, but the issue certainly gives me pause.

In the end, the best advice I can give to CSR job-seekers is sort of a hybrid model:

Learn the business through functional experience, but bring sustainability to work every day.

Yes, getting that marketing, or finance, or supply chain experience under your belt will be crucially important – not only to build credibility and a reputation for yourself, but also as a way to help you think about sustainability and CSR opportunities from within.

But just because you’re working in a non-CSR function doesn’t mean that you should chuck your CSR know-how and skills out the window. On the contrary, your understanding and flexibility in CSR can only help you do your functional job better.

We can still hope that one day CSR will be such a corporate priority that all companies will recruit for these positions. In the meantime, my advice is to earn your stripes at a company you respect and admire, make your interest and intentions in sustainability clear, and with time transition into the CSR job you want.

As the old saying goes, “Your patience will be rewarded”.

I’m pleased to share that my birthday was this week (for those who know me well, you know this is a big deal).

I love birthdays in general, and I especially love mine. Why?

Well, my birthday is an important time for me for a couple of reasons. Yes, I love cake and presents and having an excuse to go out to dinner or celebrate.

But more than anything, I love my birthday because it’s the one time during the year that I stop and take stock of where I’m heading.

Every February I usually take some time to sit quietly and think – to reflect on what happened over the last year as well as to visualize where I want to go in the coming year.

This is what I call making my Birthday Resolution.

Over the years my Birthday Resolutions have helped me chart my course and provided some much-needed clarity.

This year my birthday (and thus my Resolution) comes at a particularly interesting and unique time in my life. In three months I will graduate from business school and head out into the big wide world again.

But where will I head to?

Over the last year and a half my education has opened my eyes to possibilities that I didn’t even know existed. I’ve developed a true passion for using business to effect change, and most days I wake up eager and excited to find a job that allows me the chance to “do good and do well”.

Yet some days I wake up feeling weighted down by the burden of responsibility. Whether it’s dealing with the inevitable dread of school debt, or feeling overwhelmed by the expectations of others, sometimes I just can’t see the forest through the trees.

So how does this relate to my Birthday Resolution?

In some ways, you could say my life these days is a bit of a see-saw, with my job search right smack in the middle of things.

On one hand, I want my new job to be motivated by mission and purpose.

I want to find an opportunity that offers personal fulfillment and the chance to do good for other people. I also want to land in an organization and in a role that allows me to act as a good global citizen.

Yet as graduation nears, I’ll be honest: I have a lot of debt to deal with.

And sometimes that translates into feeling like I just need a job – any job – so I can start paying that off.

Not to mention the fact that it’s easy feel pressured to take “the right” job after school – that is, the kind of job that most MBAs go for (consulting, finance, strategy etc). That may not be what I want, but when everyone else is doing it, it’s hard to resist the urge to cave.

Given all of this, my Birthday Resolution is all about balance.

My goal for the year ahead is to find that point of balance on the see-saw – which means looking for opportunities that both quench my thirst for social purpose while also helping to turn down the volume on some of my anxieties.

Is this asking too much? Maybe. But I never said my Resolution had to be practical!

Sure, I know I’ll have to make trade-offs. This is not a scenario in which I can be guaranteed the best of both worlds. But perhaps I can strive for a job after school that is a happy medium between the two extremes.

What does this look like? To be honest I have no clue. But I’m working on it.

And I’m convinced that there are opportunities out there that will allow me to balance out my see-saw. I just have to find them!

As I kick my job search up a notch, I’ll be sure to report on my progress here at The Changebase. In the meantime, have you ever made birthday resolutions? Even if it’s not your birthday, I encourage you to think about stopping for a moment and taking stock of the direction in which you’re heading. How can you reposition yourself to find your point of balance on the see-saw?