A GUIDE FROM NET IMPACT AND THE CARROLL SCHOOL OF MANAGEMENT'S - CENTER FOR CORPORATE CITIZENSHIP AT BOSTON COLLEGE
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Corporate Careers That make a difference A Guide from Net Impact and the Carroll School of Management’s Center for Corporate Citizenship at Boston College
ontent Table of Contents
Letter from the Publishers 3
A Note on Terminology 4
1. THE New CORPORATE CITIZENSHIP CAREER PATH 5
A Changing Landscape 6
Making change from Any department 8
2. What Does it take to lead? 12
Corporate Citizenship Competencies 13
The Realities of Corporate Citizenship 17
3. Stories from the field 21
Dedicated corporate citizenship department 22
Strategy 39
Operations & Supply Chain Management 41
Product Management 50
Finance & Compliance 58
Marketing & Brand management 66
4. The Career Search 73
5. In Closing 80
Appendix 82
Additional Resources 83
Acknowledgments 84
About Net Impact 85Letter from the Publishers
today’s business landscape product management to finance to community engagement. We
looks very different than it have deliberately chosen individuals with corporate responsibility With new
did just a decade ago; shifting or sustainability in their titles, as well as those who lead citizenship
environmental and economic efforts from within a more conventional business role to demonstrate opportunities
realities, new business models, the sheer variety of opportunities that exist throughout the corporate
in sustainability
and changing attitudes sector.
have opened up new career and corporate
While these profiles explore individual career paths, we also highlight
opportunities among those
looking to pursue work that
the particular experiences and approaches that prepared our responsibility come
featured professionals for their current positions. While it is clear
directly reflects their personal new challenges.
there is no one specific path to a role in corporate responsibility
values. With these new
and sustainability, we call attention to a common set of skills
opportunities, of course, come
and experiences demonstrated by those interviewed. This report
new challenges.
shares their advice and recommendations, and provides a practical
We developed this career guide framework for career development.
to inform both graduate students
We thank all of the participants for sharing their experiences with us
and working professionals about
and our readers. Net Impact is also grateful to the Carroll School of
the growing variety of positions
Management’s Center for Corporate Citizenship at Boston College
in corporate citizenship, and
for its guidance, and to the GE Foundation for the generous financial
to inspire readers to rethink
support that made this guide possible. It is our hope that this guide
their understanding of what it
will not only help readers better understand the opportunities open
means to successfully pursue
to them, but that it will provide the insight and practical support
such careers. The professionals
necessary to maximize those opportunities.
who share their stories
throughout these pages work
in a wide range of companies Liz Maw Peggy Connolly
and industries. They perform Executive Director Managing Director
a diversity of job functions Net Impact Carroll School of Management’s
that influence everything from Center for Corporate Citizenship
at Boston College
3A Note on Terminology
There is, unfortunately, little umbrella term that includes both social impact (encompassing corporate
consistency in the usage of the social responsibility, or CSR, issues), and environmental impact
language surrounding corporate (encompassing sustainability issues). More specific language is used
citizenship. The term “corporate where appropriate.
citizenship” itself is often used
interchangably with “corporate
responsibility” or “sustainability.” How Language is used in this guide
Complicating matters even
“Corpor ate Citizenship ”
further, all of these terms
are often defined differently
depending on who is using them. Social Impact Environmental Impact
Some feel social impact should be “Corporate Responsibility” or “Sustainabilit y ”
“Corporate Social Responsibility (CSR)”
differentiated from environmental
impact, for example, while
Possible Job Functions Possible Job Functions
others might consider social Communit y Affairs Environmental, Health & Safet y
Volunteer Management Resource Management
and environmental issues to be
Employee Diversit y & Engagement Life cycle analysis & engineering
directly related. Phil anthropy Etc .
Etc .
To avoid such confusion, we use
the phrase “corporate citizenship” Note: Companies often use different terminology, and have different organizational
structures depending on how they approach the above issues.
throughout this guide as an
4ection 1
1. THE New CORPORATE
CITIZENSHIP CAREER PATH1. THE New CORPORATE CITIZENSHIP CAREER PATH
A Changing Landscape
“
when we think of careers in management, supply chain management, operations, and others.
corporate responsibility or From their position within such traditional departments, however, Anyone can look at
sustainability, we often think these professionals are helping to define — and redefine — how their their job and find
of the dedicated CSR Director company does business.
or Chief Sustainability Officer, ways to integrate
The dozens of profiles in this guide represent a remarkable breadth
spending his or her working
and depth of job functions. Yet regardless of where in an organization sustainability
days implementing responsible
they work, all our interviewees find themselves addressing social and
policies, and analyzing and
environmental issues on a regular basis. From the Senior Manager of
thinking. It might
reporting the impacts of a
Energy Services at Walmart, who spends her days overseeing energy be easier to create
company to bring people, planet,
audits and store retrofit projects, to the Senior Manager of New
and profits together. This is, social change if
Product Commercialization at Clif Bar, who makes critical decisions
indeed, a field of passionate
about the nature of the ingredients that go into the company’s
individuals who believe that you have a title,
products, these professionals all find a way to weave corporate
business has a critical role to
responsibility and sustainability into their jobs. but anyone in an
play in the creation of a more
sustainable economy and culture. There is another striking diversity among our interviewees: very few of organization can
”
their companies exist specifically to do environmental or social impact
But when we look closer at the have an impact.
work. The professionals working in these companies may well be
people who practice corporate
citizenship every day, a different
trailblazers, helping to push their organization toward sustainability, ~ Kirsten Olsen Cahill
picture often emerges. We
but they often do so within the framework of conventional business Google.org
models and industries.
see people who hold job titles
not immediately considered Furthermore, many of those profiled have transitioned from one
part of the world of corporate field to another, leveraging their experiences as they move through
responsibility and environmental their careers. This is reflective of a common trend among working
sustainability. We notice professionals who deal with CSR and sustainability in their jobs: very
individuals embedded across any few of them have worked in corporate citizenship their entire careers.
given organization, in roles that In fact, according to the Profiles of the Profession 2010 survey from
might surprise us: finance, product the Carroll School of Management’s Center for Corporate Citizenship
61. THE New CORPORATE CITIZENSHIP CAREER PATH
at Boston College, over 95% the Boston College Center set out to determine if there were certain
of professionals working in identifiable competencies to be found among corporate citizenship If you’re willing to
corporate citizenship come from leaders. The findings, published in a 2010 report titled Leadership
other backgrounds. Competencies for Corporate Citizenship and discussed in more expand your concept
depth later in this guide, lay out a framework of eight particular
But while the job title might of what it means to
competencies most useful to professionals working in this area. You’ll
differ from one profile to another,
hear echoes of this model, which includes Collaborative Networker, be a professional
the skills required remain deeply
Influential Communicator, and Determined Commitment, among
consistent. Time and again we working in corporate
others, in the advice provided by our interviewees throughout the pages
heard from our interviewees
that certain core competencies
to come. sustainability, you
have gotten them where they So what does all of this mean for the graduating student interested in likely will find the
are. The ability to communicate starting a career in corporate responsibility and sustainability, or for
with those outside their area the working professional looking to make a career move? With such a path is entirely what
of expertise, for example, was diversity of job functions in which these values might be applied, and
you make of it.
emphasized by several of our so many fields clamoring to address these issues, the opportunities
subjects. “People will challenge are endless.
you all the time,” says Leilani
If you’re willing to look at your own strengths, and expand your
Latimer of Sabre Holdings. “You
concept of what it means to be a professional working in corporate
have to make the business case
responsibility and sustainability, you likely will find — as virtually all of
every day, consistently.”
our profiles reveal — the path is entirely what you make of it. The pages
These common skills aren’t ahead provide the guidance, first-hand experiences, and strategic
unique to the professionals insights needed to help you shape that path.
within these pages. Last year,
71. THE New CORPORATE CITIZENSHIP CAREER PATH
Making change from Any department
“
successfully pursuing a career external issues,” notes the Center for Corporate Citizenship, “today’s Today’s corporate
in corporate citizenship, like corporate citizenship leaders increasingly appear to be coming from
the work itself, often requires within the company. These individuals can come from either the citizenship leaders
the willingness to look beyond operational or corporate affairs side, but have in common a deep
increasingly appear
conventional assumptions. In knowledge of the business and business culture.”
other words, you don’t need to be coming from
”
While we include the stories of many dedicated citizenship-focused
to have “sustainability” in
professionals in this guide, most of our profilees work in a variety within the company.
your job title to contribute
of more conventional roles within their respective organizations,
to your organization’s social ~ Leadership Competencies
representing nearly every department:
or environmental impact. It’s for Corporate Citizenship
often helpful, in fact, to obtain • Dedicated Corporate Citizenship Department
experience in what might be
• Operations
considered more conventional
areas of a business before • Supply Chain Management
moving into a dedicated CSR or • Product Development
sustainability position. • Finance
“While corporate citizenship • Compliance
leader candidates in the past • Marketing and Brand Management
were often recruited from
outside a company based on We’ll now take a look at how each of these departments may
their knowledge of specific incorporate CSR and sustainability from a functional perspective.
81. THE New CORPORATE CITIZENSHIP CAREER PATH
The Dedicated Corporate Citizenship Department Operations
When treated as its own department, Because of its heavy emphasis on
Sample job titles Sample job titles
the corporate citizenship team is processes and procedures, the
VP of Corporate Responsibility Coordinator, Sustainable Operations
typically responsible for driving operations unit has the opportunity
Volunteer Program Manager Operations Manager
the overall citizenship strategy for a Director, Business Operations
to be particularly influential in a
Senior Sustainability Manager
company. The structure and approach company’s overall approach to
of this department varies, of course, from company to company. Such CSR and sustainability practices. The operations unit is responsible for
a department might be tasked with sustainability strategy planning, directly connecting a business’ daily activities (both internal and external)
environmental initiatives, and/or social impact planning. It may also to its performance objectives (which may include financial, social, and
include broader community engagement or employee development environmental outcomes). Because operations is responsible for systems
activities. Ultimately, what sets this department apart from more such as waste handling, facilities management and, in some cases,
traditional departments (such as public affairs), is a specific focus purchasing, the decisions made within this department can play a critical
on social and/or environmental issues as they relate to stakeholder role in a company’s environmental and social impact.
groups.
Regardless of the specific job titles that fall within such departments, Supply Chain Management
responsibilities typically include setting objectives, evaluation and
In an increasingly global economy,
reporting, and communicating strategy both internally and externally. Sample job titles
supply chain management has
Often serving as the knowledge center for employee engagement Manager of Supply Chain Development
become a critical component of
around these issues, these positions can serve as a bridge between Traceability Manager
corporate citizenship. Supply chain
different departments to ensure consistency and collaboration. In fact, Director of Sustainable Sourcing
professionals are now being asked
the role of any dedicated corporate citizenship position is increasingly
to account for everything from raw materials to manufacturing processes
focused on using citizenship strategy to innovate across the company
to logistics and transport to disposal, as well as dealing with procurement
in support of its overarching business objectives.
issues around labor, safety, and community development. The choices supply
chain managers make play a critical role in how natural resources are used,
how waste is handled, and how humans are impacted during the production
and distribution process. This role, therefore, is often one of the primary
areas of citizenship activity in a company.
91. THE New CORPORATE CITIZENSHIP CAREER PATH
Product Management Finance
Nearly 80% of a product’s environmental The finance department may seem
Sample job titles Sample job titles
footprint is determined during the an unlikely focus for those interested
Manager, Product Development Director, Organizational Reporting
design stage, according to sustainability in corporate responsibility and
Global Product Manager Manager, Risk Management
experts. Companies are starting to sustainability. But recent economic
Director of R&D Analyst, Accounting & Reporting
recognize that addressing these impacts upheaval has made the link between
during product development can have a substantial impact on both cost social and environmental impacts and the financial bottom line more
savings and revenue generation, as well as on general environmental tangible, and financial professionals are increasingly being asked to play a
and social impact. As a result, many companies are placing an increased greater role in company CSR strategies.
emphasis on integrating sustainability into the the product management
Responsible for such tasks as accounting, reporting, analysis, asset
role, and are looking for individuals skilled in idea generation, materials
management and investment, and risk management, finance professionals
analysis, prototype development and iteration, testing and deployment,
have the opportunity to draw direct connections between a company’s
and pricing analysis.
financial performance and its social and environmental performance.
In other words, they’re in a unique position to articulate a financial
Case In Point: Herman miller case for CSR initiatives, and to develop financial metrics for social and
environmental outcomes.
Furniture manufacturer Herman Miller has adopted a product
design process called Design for the Environment (DfE). The
Herman Miller DfE team meets with the company’s designers Compliance
and engineers to review material chemistry, disassembly and
Corporate compliance professionals
recyclability, incoming packaging and potential waste Sample job titles
have traditionally focused on
generation. By looking closely at these and related issues, EHS Manager
ensuring that an organization
as well as conducting rigorous durability testing, Herman Head of Compliance & Sustainability
performs according to legal
Miller helps ensure that new products respect and protect VP, Environmental Compliance
requirements, as well as its own
the natural environment. Read more online >
values and risk management strategies. This includes monitoring
and evaluating corporate policies and practices from a regulatory
perspective, compliance-related risk assessment, reporting, and other
responsibilities. More and more, they are also being asked to address
101. THE New CORPORATE CITIZENSHIP CAREER PATH
forward-looking regulatory issues, such as changes in environmental
regulations. Because of their role in monitoring and reporting,
Clearly, the common thread
compliance professionals have the potential to make a significant
running throughout corporate
contribution to a company’s responsibility and sustainability strategy
citizenship work is not simply
and practices.
the job title — it’s a shared
recognition that this work
Marketing and Brand Management is most effectively done by
passionate individuals willing to
Sample job titles
As marketing departments
explore new and innovative ideas,
Brand Marketing Manager adjust to changing standards
wherever they operate in a given
Sr. Manager, Corporate Communication in corporate citizenship,
organization. We’ll now take a
Marketing Director, Sustainable Innovation professionals working in
closer look the unique skills and
this area are likely to find
competencies these individuals
themselves responsible for far more than the conventional tasks related
tend to demonstrate in their
to communications, messaging, and brand management. Companies are
pursuit of successful corporate
delving into new markets, developing products or services with social
citizenship leadership.
or environmental impacts in mind, and having to address additional
stakeholder groups such as nonprofits/NGOs and governments. Marketers,
as a result, must develop new and different ways of communicating the
value their companies deliver — both internally and externally.
11ection 2
2. What Does it take to lead?2. What Does It Take to Lead?
Corporate Citizenship Competencies
leadership Team Oriented
“
the following eight
competencies, taken from the
Center for Corporate Citizenship’s
Leading change for corporate citizenship is often difficult and The key is to
emotionally demanding for the individual charged with this role.
Leadership Competencies for appreciate the steps
Team-oriented leaders are able to endure personal challenges, put
Corporate Citizenship report
aside ego and achieve satisfaction by empowering others. These
released in early 2010, are the that have been made,
professionals:
core competencies that highly
and keep pushing
successful CSR practitioners • Genuinely listen to and understand others, even those with
exhibit and draw on to achieve conflicting views. for what you think
their success (see Additional
• Derive personal satisfaction from organizational accomplishments. is the direction the
”
Resources for more about the
Leadership Competencies for • Consistently work to empower and encourage others to take
company should go.
Corporate Citizenship report). leadership, often sharing or passing on credit for accomplishments.
These competencies cover a
~ Alex Hausman
wide spectrum, from those that Determined Commitment The Walt Disney Company
are primarily emotional and
An innate optimism and strong personal belief in the potential of corporate
interpersonal in nature to those
citizenship to make a significant contribution and difference for business
that are primarily cognitive.
and society is critical for corporate citizenship leaders to succeed. This
The most effective corporate
determined commitment, ideally manifested by visible passion, is
citizenship leaders generally
critical to their capacity to motivate and engage others. At the same
demonstrate strength across this
time, optimism must be balanced with pragmatism and patience for the
spectrum. Job seekers, therefore,
incremental steps needed for progress. These professionals:
would do well to further
develop these skills, and find • Motivate others through their commitment and enthusiasm.
opportunities to demonstrate
• Start small to take advantage of opportunities as they arise.
them during the job search.
• Are motivated by progress toward goals, even as they evolve.
132. What Does It Take to Lead?
Peripheral Vision Strategic Thinker
“
Leaders with good peripheral vision possess a natural curiosity that A strategic thinker has the ability
we risk losing
fuels their constant scanning of trends and issues that might impact to think outside the box and chart
the role or reputation of the organization, or present new opportunities the path forward, often where competitive
or potential risks. A deep understanding of the sometimes conflicting others cannot. Leaders who think
advantage if we
issues and perspectives that exist within a company and without, is strategically develop insights
necessary to align all interests in the practice of corporate citizenship. and ideas about new ways the don’taddress the
company can integrate corporate
An ability to gather and assimilate information quickly in scanning environmental
citizenship to create greater value
a broad array of trends and issues is also crucial to these leaders’
for society and the business. It is
impact of our
”
success. These professionals:
not balancing citizenship against
• Demonstrate a strong understanding of key social and business; it is finding ways to work.
optimize both. A strategic thinker
environmental issues and stakeholder expectations of the company. — Irene Quarshie
applies what is learned through
• Maintain a network of key internal and external stakeholders and Target
the exercise of peripheral vision,
can quickly gather information necessary to develop appropriate
finding the ideal intersection between the resources and interests
response strategies for emerging issues.
of the company, and the needs of the community — the “sweet spot.”
• Systematically track emerging social, environmental, and regulatory These professionals:
expectations of the company and identify their short-, mid-, and
long-term implications for the company. • Can see issues from different perspectives, and balance traditional
• Understand the impact of these trends on business strategy, down business and corporate citizenship concerns.
to the individual business unit level. • Identify new ideas and ways for the company to understand and
monitor its social and environmental impacts.
• Use creative thinking to create new alliances and initiatives that
drive innovation, while creating measurable business and social
value.
142. What Does It Take to Lead?
Systems Perspective Collaborative Networker
The corporate citizenship leader with systems perspective understands The collaborative networker builds trust-based relationships based on
business and society as interrelated systems. They can identify where mutually beneficial partnerships. These leaders network in a way that
the greatest opportunities for influence, and where the greatest encourages collaboration: they empower others, see the world from
risks, may lie. Systems perspective allows the effective leader to a variety of perspectives, and recognize how different interests must
understand the relationship between the business and society, as well come together to serve a larger system. Collaborative networkers are
as the systems within the business. By understanding how corporate good listeners, and genuinely interested in incorporating input from
citizenship functions within multiple systems, leaders can identify others — even critics. These leaders put themselves in others’ shoes not
where it can have impact and deliver value to the business and society only to appreciate and understand their viewpoints but also to discern
on a local and global scale. These professionals: their capabilities and commitment. These professionals:
“
• Have a systematic approach to • Demonstrate an ability to build rapport with a wide variety of
Only the peoplewho
mapping and understanding internal and external stakeholders by genuinely listening to and
know the systems, the company’s social and understanding their perspectives.
environmental impacts and the • Broker and build networks of key internal and external stakeholders
who know the
stakeholders affected. to address critical social issues.
levers, will be able • Use a comprehensive knowledge • Have the ability to work at all levels, helping business units
of the business strategy and integrate corporate citizenship principles and policies into their
to make the changes.
impacts to identify and prioritize core operational practices.
You can’t just go the issues that are most
“material” to the business in the
in with the green
”
short-, mid-, and long-term.
glasses on. • Can “connect the dots” to
find and design breakthrough
~ Leilani Latimer
solutions to systemic challenges
Sabre Holdings
and identify new resources to
solve social challenges.
152. What Does It Take to Lead?
Influential Communicator
“
Influential communicators convey their message in a way that the initiative to build and execute
A lot of what I do is
engages and mobilizes others to drive change. This is essential when a comprehensive and integrated
leaders need to engage people over whom they have no direct corporate citizenship strategy Inspire team members
authority. Leaders with this competency can speak the language of that includes goals and a system
to get involved and
their audience, and possess good organizational awareness and strong to track and measure impact.
interpersonal communication skills. They adapt how they exercise their These professionals: enthralled, which
influence to a variety of settings, whether in one-on-one meetings with
ultimately makes my
”
business leaders, department meetings, or public community forums. • Identify a core team of
These professionals: internal stakeholders who
job easier.
share their vision and work
• Demonstrate a good understanding of organizational politics with them to drive change. ~ Paul Murray
and culture, and know how to build effective alliances to move • Create corporate citizenship Herman Miller
corporate citizenship strategy forward. strategies with clear goals that can be used to
• Show capability to work top-down and bottom-up to generate drive and benchmark progress across the company.
organization-wide support for corporate citizenship. • Provide practical advice to line managers on how to integrate
• Demonstrate ability to influence decision-makers to expand and corporate citizenship into core business policies and practices.
maintain commitment.
• Represent the company in influential external networks, and are
seen as leaders in industry and broader corporate citizenship
networks.
Clearly, successful careers are the result of hard work, vision, and
perseverance. Careers that involve corporate citizenship work – whether
Change Driver
in a dedicated role or as part of a more traditional job function – are
Change drivers combine the knowledge they draw from peripheral no exception. In fact, because they often involve deep personal
vision with the understanding that comes from a systems perspective commitment and the ability to break new ground, these careers often
to engage and mobilize key stakeholders and drive corporate demand more from those who pursue them. Strengthening these eight
citizenship principles and policies into all aspects of the business. competencies, then, can help professionals improve their efficacy on
Fueled by an exciting vision and persistence, the change driver takes the job and support their career development over a lifetime.
162. What Does It Take to Lead?
The Realities of Corporate Citizenship
as the center for Corporate Challenge: Speaking the Right Language
Citizenship’s competency
As many of our professional profiles reveal, to be effective in a corporate
model suggests, effective
citizenship role requires buy-in from others across a spectrum of Motivation To
professionals are self-reflective
departments and levels. According to the Center’s 2010 Profile of
enough to understand how their
the Profession, in fact, over 86% of responding corporate citizenship change often differs
own personality and character
professionals reported building internal partnerships with other
influences their ability to between between
departments as a regular function of their job. This buy-in, however, does
implement citizenship initiatives.
not always come easy. organizations,
It’s critical, too, to be aware of the
practical limitations one is likely The fact that the work often challenges the status quo may departments,
to face when doing such work. prevent others from rallying behind you. Colleagues — and entire
departments — may be so focused on their own goals and concerns and individuals.
These limitations may take
that they’re less inclined to direct energy and resources toward
a number of forms, but the
changing that status quo without a strong motivation. Rob Kaplan of
professionals we spoke with
Brown-Forman agrees: “It’s not a question of whether or not it’s the right
identified several that came up
thing, but how to do these things when there’s tremendous pressure on
again and again throughout their
everybody to meet business goals.”
careers.
Therefore, professionals who want to be effective in a corporate citizenship
Understanding how they have
role need to be able to convince others that change is worth acting on,
handled such challenges will
often by appealing to the broader concerns of those around them.
allow you to quickly identify them
if and when they arise for you. But it can’t be a one-size-fits-all argument, as motivation often differs
Armed with solutions that have between organizations, departments, and individuals. An organization’s
worked for others, you’ll be able CFO, for example, might need a financial incentive in order to engage,
to more easily overcome them whereas a product development team may withhold commitment due to a
and get to the work at hand. perceived lack of access to appropriate materials or vendors.
172. What Does It Take to Lead?
Solution: Learn to Communicate a Business Case for Change Challenge: A Lonely Role
Identifying the obstacles and management that your product is This emphasis on reaching out to others belies an underlying truth
barriers facing a given colleague, worth investing in.” about corporate citizenship: it can sometimes be a lonely, uphill climb.
or even an entire department, is This is in large part because of the hurdles involved in linking the social
It’s all about “how to tell the
a critical first step to any change or environmental imperative with the business imperative, but it’s also
story and use language that will
initiative. That requires a deep due to the fact that you may be one of the few (or only) professionals in
resonate with them,” he says.
understanding of the business your company addressing such issues. The result is that you sometimes
“You need to have very strong
you’re working within. As Rob can end up feeling like “an outsider within your organization.”
“
influence management skills,
pointed out, it’s not enough
understand how decisions get This observation is echoed
to feel morally justified in your You have to be
made, who the key influencers throughout the stories in this
arguments; effective impact-
are, and what drives their guide. When asked about the comfortable knowing
makers need to be able to align
decision making.” challenges he faces as the
conflicting interests in pursuit that Change requires
”
National Director of Community
of company-wide change, and But what does this actually look
in conjunction with business like within an organization? In
Involvement for Deloitte, Evan many ups and downs.
Hochberg wondered, “Where are
objectives. truth, it takes many forms (and
my network of peers who are
~ Robert Kaplan
plenty of creativity), such as Brown-Forman Corp.
In other words, you need to really pushing the needle? Those
developing reports that link a
know the business you’re in, are few and far between.”
sustainability initiative to bottom-
and you need to know how to
line financial metrics, or inviting On the surface, this may sound discouraging. But the opportunity to play
communicate that knowledge to
the CEO to environmental such a pioneering role within a larger organization is often what drives
drive action throughout a team or
breakfasts as our profilee Joe professionals to this kind of work. “Fighting the good fight keeps me
organization.
Reganato does at Mitsubishi going,” explains Robert Kaplan. “You have to be comfortable knowing that
To do this, says DuPont’s Nathan International. change takes time and requires many ups and downs before you get what
Arbitman, “you need to have you want.”
Regardless of your approach, it
a core foundation in general
should be tailored to the needs Coming face to face with the intensity of this challenge can be
business skills,” including “the
and concerns of all applicable frustrating if you’re not prepared for it but, ultimately, professionals in
ability to build a business case,
departments in a given company. this line of work recognize the rewards are worth it.
to tell a compelling story to your
182. What Does It Take to Lead?
Solution: Leverage Resources and Networks Challenge: Organizational Inertia
“
intelligent people who are eager For many, corporate responsibility or sustainability work can be
When I get Stuck,
and willing to help each other,” what Rob Kaplan calls “a long slog” that can feel akin to “moving a
I need to reach out advises one profilee. “Tapping mountain.” This is particularly true for companies that haven’t yet
into this network and really established core commitments to sustainable practices. But even in
to people at other
”
appreciating it is critical to doing a company that has made such a commitment, the organizational
companies. well.” learning curve can be significant. “It’s hard for any company that’s
been around for a while, that has existing philosophies and cultures, to
~ Leilani Latimer For many, this network begins
change overnight,” says Rob.
Sabre Holdings in business school. “I stay in
regular contact with a core group Professionals (even those who have substantial buy-in at the highest
The best way around this sense of friends and colleagues I met executive levels) may struggle with securing resources and allocating
of isolation is, of course, to in grad school,” says Nathan them effectively. Many of our contributors describe the inherent
build connections with others. Arbitman. The connections you difficulty of making change within the realities of a large company.
Internally, this means developing make now, after all, will eventually “The biggest challenges,” says one of them, “are ‘how quickly can you
relationships with other key go on to fill roles in other change the business model?’ and ‘how quickly can you change supply
individuals. “You have to take organizations, and can provide chains?’ How do you mandate compliance when you have 8,000
time to talk with people,” says critical insight into particular different clients? We’re primarily dealing with behavior change. And
Joe Reganato, who goes out of industries, positions, best behavior change is very hard.”
his way to understand where his practices, and trends
colleagues’ concerns lie by setting
Leilani Latimer of Sabre Holdings
up face-to-face meetings and Solution: Develop Your Creative Problem-solving Skills
agrees: “When I get stuck and
researching other departments.
I need to get un-stuck, I need
The most effective way to overcome the challenge of organizational
But there is a world of support to be able to reach out to other
inertia, according to our profilees, is to move beyond perceived
available to you outside any people at other companies.”
limitations, and to focus on creative solutions where everybody wins.
given company, as well. “This Organizations like Net Impact can
community is filled with be particularly useful for this kind These solutions aren’t always immediately apparent, and may require
interesting, creative, and of networking and idea exchange. a fair amount of trial and error before a successful iteration is
192. What Does It Take to Lead?
discovered. But breaking through
those organizational barriers
demonstrates an acuity and
well as a broader knowledge of the industry as a whole. “There’s always
a generic answer,” says Kirsten Olsen Cahill, “but the really good
solutions come out of where there’s a great need and where your
“ There’s always a
generic answer,
flexibility that is highly sought organization is uniquely suited to address this need.” But the really good
after by innovative companies.
solutions come out
In their recent book Rethinking
of where there’s a
”
the MBA: Business Education at a
Crossroads, authors Srikant Datar,
great need.
David Garvin, and Patrick Cullen
touch on this when they describe With these challenges in mind — as well as the skill sets that can help ~ Kirsten Olsen Cahill
the needs of corporate recruiters: solve them, as outlined in the Corporate Citizenship Competency Google.org
“Many seek to hire MBAs who Model — it’s time to take a look at how some professionals have
can think about problems and managed to successfully integrate social and environmental impact
articulate solutions in unique and work into their careers. As you will read in the pages to come, the
logical ways, especially when challenges and solutions described above are common to many
faced with imperfect, ambiguous, professionals at various stages of their careers, and across many
or excessive information.” different job functions.
Such creative thinking, however, Together, these stories create a portrait of a developing field that does
must be built on a substantial not —indeed, cannot —stand on its own. Rather, effective corporate
understanding of the particular citizenship work threads itself through all areas of business to create a
organization one works within, as whole far greater than the sum of its parts.
20ection 3
3. Stories from the field
Featuring:
The dedicated corporate citizenship department
Strategy
Operations & Supply chain management
Product Management
Finance & Compliance
Marketing & Brand ManagementDedicated corporate citizenship department
Alex Hausman
Senior Manager for
Corporate Responsibility
The Walt Disney Company
Graduate Education Previous Positions Key Responsibilities primary passion. He loved living
in Portland, which he describes
MBA | Darden Graduate CSR Reporting Manager Alex’s role focuses on his
as having “a very clear sense of
School of Business The Timberland Company company’s corporate responsibility
what community means,” but he
Administration, University and sustainability strategy,
Conservation Matters also wanted to change his career.
of Virginia including its goals, approach,
Summer Associate One day at lunch, Alex picked
commitments, and key performance
The Nature Conservancy up an old copy of the Wall Street
indicators. He is also responsible
Journal and was struck by an
Research Analyst for collecting and prioritizing
article on business schools that
Hahn Consulting information from key stakeholders.
were incorporating sustainability.
“In that moment,” Alex says, “it
How He Got There crystallized for me.” He entered
business school with “one clear
Before business school, Alex
focus” — a position related to
worked at a small consultancy in
sustainability.
Portland, Oregon. Although he
enjoyed his job and was building During his MBA summer
skills in sales, marketing, and internship, Alex worked
consulting, he knew it wasn’t his at Conservation Matters, a
22Dedicated corporate citizenship department
partnership of organizations that corporate citizenship program at both internally and externally, as the company’s strategy for more
work to design, manage, and a smaller company to a relatively well as evolve our strategy.” than fifteen years, the challenge
measure the impacts of their new program at a large company. is how to keep up with the CEO’s
conservation actions. It was an vision.
Alex says his experience as a Potential Challenges
important experience in learning
consultant before business school At Disney, where corporate
how to make a compelling Alex notes that the challenges are
has been very applicable, because citizenship is spread across many
business case for environmental different depending on the role
his current role is essentially that business units, the challenge is
efforts, and he leveraged this that corporate citizenship plays
of an internal consultant. He uses ensuring everyone understands
experience during his job search at the company. At Timberland,
similar skills, such as analyzing a the business case and benefits.
the next year. He responded to an where it’s been an integral part of
problem, identifying appropriate
opening that Timberland posted
frameworks for solutions, and using
on the Net Impact job board,
communication skills to influence
and was hired as CSR Reporting
relevant stakeholders regarding Alex’s Advice
Manager shortly thereafter.
those solutions.
Spend time understanding the company inside and out.
At Timberland, he created the
“There is no one template for sustainability. You can bring in
company’s first Global Reporting
Project Highlight all the theories about the right way to do something from a
Index (GRI) report. He also was
responsible for quarterly reporting, Alex was able to apply his sustainability perspective, but what resonates is when you
key performance indicators, and knowledge and skills from find a smart solution to a problem the company is facing.”
some stakeholder engagement work. Timberland to help Disney
Recognize that it can be an up-and-down ride. “The key is to
develop its first comprehensive
After three years at Timberland, remain optimistic about what’s possible, appreciate the steps
corporate social responsibility
Alex was looking for a new that have been made, and keep pushing for what you think is
report.
opportunity and turned again the direction the company or industry should go.”
to the Net Impact job board. He “Disney published environmental
found a posting for his current and community reports for years,” Be proactive in your job search. Companies might not recruit
position at The Walt Disney he says, “but a comprehensive in the same way as they would for consulting, or investment
Company. It was an opportunity company report really helped to banking, or other kinds of jobs. “You have to be persistent,”
to move from an established further shape the conversation, he advises, “and believe in it, and chase after it.”
23Dedicated corporate citizenship department
Robert Kaplan
Manager,
Corporate Responsibility
Brown-Forman Corp.
Graduate Education Previous Positions Key Responsibilities How He Got There
MBA | Walter A. Haas School Senior Analyst, Rob Kaplan’s department at Prior to business school, Rob
of Business, University of Corporate Responsibility Brown-Forman, a leading beverage worked in public policy and
California, Berkeley Brown-Forman Corp. alcohol company, is charged political communication. He
with managing and reducing the studied political communication
Corporate Responsibility
environmental and social impacts in college, and worked with
MBA Intern
of the company’s normal course environmental and education-
Brown-Forman Corp.
of business. His primary role is to related advocacy organizations.
State Communications serve as an internal consultant for “When I was working in
Director brand and region teams to help public policy, I was doing
Fight Crime: Invest in Kids them understand the company’s communications and realized
commitment to corporate it was almost as if the different
Program Manager
citizenship. He focuses specifically parties were speaking different
M&R Strategic Services
on the sustainability of the product languages. I started getting
life cycle (how products are sourced, interested in leveraging my
produced, packaged, sold, and communications experience
used), and community involvement to help them find common
(preventing and reducing the social ground. At the same time, in early
costs caused by misuse and abuse 2000, I saw a lot of changing
of the company’s products).
24Dedicated corporate citizenship department
environmental regulations. I His boss made it clear there Rob included this realization in Potential Challenges
got interested in making the would be no opportunity for an application for Sam’s Club’s
One of the biggest challenges
business case for the causes I a full-time position after he April Earth Month program, which
Rob cites is making corporate
believed in, and started thinking graduated. ”In my exit interview,” features sustainable products.
citizenship a priority for
about business school and says Rob, “my boss asked, ‘What Jack Daniel’s earned inclusion,
individuals in the company. “It’s
leveraging my skills around public would you do for us full-time?’ So which resulted in several hundred
not a question of whether or
policy, issue management, and I wrote my dream job description, thousand dollars of profit for the
not it’s the right thing, but
communications.” which was a combination of company. “That paid for my salary
how to do these things when
corporate responsibility and more than a couple times over
During business school, Rob took there’s tremendous pressure
sustainability in marketing. A few and, more importantly, is a great
a corporate social responsibility on everybody to meet business
months later, they offered me the example of how sustainability
capstone course with the Center goals.”
job – CSR offers generally come a performance yields top line and
for Responsible Business at
lot later than traditional ones.” bottom line results.”
Haas, which involved a project
for Fetzer Wines, one of Brown-
Rob’s Advice
Forman’s flagship brands. The Project Highlight
company had been involved Learn to be comfortable with disappointment. “The optimistic
A highlight of Rob’s experience
in sustainability for some time, way to think about it is being able to see both the forest and
has been an ongoing promotional
and his team’s project was to the trees, to keep yourself motivated when it’s not always
project with Sam’s Club. “Jack
help Brown-Forman determine working in your favor.” He says corporate responsibility and
Daniel’s is 99% waste-free,” he
whether and how the company
explains. “Less than 1% of the sustainability work is not for everyone, because it can be a
should communicate these efforts
output from the production very frustrating job. “When you’re in the role, you have to be
to consumers.
process ends up in landfill – the a cheerleader a lot, shoot for the moon, be excited when you
While working on the project, rest is reused or recycled. It’s get even a small victory, and not get depressed over what
Rob learned about a summer something we’ve been doing for a might have been.”
internship opportunity at long time because it makes good
Brown-Forman. Because he had business sense — but no one had Before committing to a full-time position in corporate
proven his analytical skills and talked about Jack Daniel’s being citizenship, understand what that entails. “It’s important to talk
understanding of the company zero-waste. We discovered it when to people who are in the roles, understand what their day-to-
during the project, he was an researching, and our production day jobs are like and what they are working on, and cosnider
obvious choice for the internship. people said, ‘We recycle everything.’” whether it would be appealing long-term,” he explains.
25Dedicated corporate citizenship department
Libby Reder
Business Leader,
Corporate Responsibility
Visa
Graduate Education Previous Positions Key Responsibilities How She Got There
MBA | Walter A. Haas School Head of Environmental Libby Reder is responsible for Libby graduated from college
of Business, University of Initiatives, Global Citizenship employee engagement with Visa’s with a degree in government,
California, Berkeley eBay corporate social responsibility thinking she would eventually
initiatives. She works to engage go into law. She worked on the
Environment Program
employees with the company’s Senate Judiciary Committee’s
Manager, Global Citizenship
strategic vision of financial Subcommittee on Antitrust,
eBay
inclusion. She also ensures the which she describes as “a great
Community Engagement company is operating a best-in- opportunity to roll up my sleeves
Initiative Intern class employee gift and volunteer and think about how to align
AssN. for Corporate Growth program that supports employees incentives for a diverse set of
in the communities where they actors on the policy stage.”
Professional Staff Member
live and work.
U.S. Senate Judiciary Committee, As Libby thought about her next
Subcommittee on Antitrust career step, a mentor encouraged
her to consider business school
instead of law school. She was
hoping to head back to the West
26Dedicated corporate citizenship department
Coast but wasn’t sure how she While at Haas, she took an Project Highlight how to get things done in that
would use a policy-related law internship at a professional environment, and who really see
In 2007, Libby co-founded the
degree in the Bay Area, so she association in San Francisco, the value of the business case.
eBay Green Team, a grassroots
decided to enroll in UC Berkeley’s where she developed a community Robert manages to bring business
effort by a small group of
Haas School of Business. “At that engagement model to help the Bay and social impact together in a
passionate eBay employees who
time,” she says, “I couldn’t even Area nonprofit sector. way not many people can.”
wanted to make eBay a more
parse out the difference between
After graduation, Libby spent environmentally-responsible place The Green Team has since
social entrepreneurs and socially
the summer interning with eBay, to work by implementing various expanded to include over
responsible business. But I’ve
helping to make the case for the operational procedures and 225,000 of eBay’s buyers
always been driven by this hope
Global Citizenship Group. It turned policies. Libby gives particular and sellers to encourage
to be at the confluence of the
into a full-time position for the next credit to her colleague Robert environmentally-responsible
public and private sectors, with
four years and laid the groundwork Chatwani (see Robert’s Profile on purchasing decisions.
an interest in creating alignment
for her most recent move to Visa’s page 37). “There are few people
opportunities.”
Corporate Responsibility Team. who understand as intuitively
Potential Challenges
Libby’s Advice Libby points out that it can be
difficult to create programs that
Learn to identify Libby also suggests mastering the softer skills. “In business
maintain their relevance and
appropriate systems school, some of the projects that were most valuable
resonance across audiences and
and metrics for internal were the ones around negotiation and influence,” she says. geographies. “What works in one
decision-making. Libby Patience is another skill that can be incredibly useful on the place,” she says, “or for one group
“found more technical job. “Sometimes you have to sit back and allow a situation of people, isn’t always universal.”
classes like managerial to sort itself out. The flip side is that the opportunity Many companies are working to
accounting to be incredibly doesn’t always present itself.” Knowing when to push and build programs that are unified
valuable” for creating and when to let go is critical to being effective in a corporate enough to feel like a single pursuit
discussing a business case citizenship role. yet flexible enough to adapt to
for citizenship efforts. different countries and different
teams.
27Dedicated corporate citizenship department
Leilani Latimer
Director of
Sustainability Initiatives
Sabre Holdings
Graduate Education Previous Positions Key Responsibilities Leilani also leads a sustainability
advisory council representing
Certificate, Sustainable Principal, Leilani leads Sabre’s environmental
departments across the
Management | Presidio Global Marketing Planning strategy across four business
enterprise, including corporate
Graduate School Sabre Travel Network units for Sabre Holdings, which
real estate, IT, finance, employee
merchandises travel products
Certificate, Management Manager, relations, and others. Finally, she
for consumers and technology
for International Cruise Product Marketing works closely with the corporate
services for the travel industry.
Executives | University of Sabre Holdings social responsibility group, which
California, Irvine She is responsible for determining
manages the company’s volunteer
Customer Marketing the position, vision, mission
and philanthropy initiatives.
Manager statement, goals, and strategy for
Sabre Holdings each business unit as it relates
to the company’s environmental How She Got There
sustainability commitment, and
Leilani was asked to take on
works across the business units
her current role after more than
to define, prioritize, measure, and
20 years in various positions
track these initiatives.
across the company. She started
28Dedicated corporate citizenship department
Leilani’s Advice
“
her career with Sabre in sales lot of environmental initiatives that
and then transitioned into weren’t coordinated; this role was
Change is reversible, Because of the difficulty
marketing, focusing on customer to pull everything together.”
segmentation, product marketing, transformation competing with
and global marketing planning. conventional business
Potential Challenges is not. A lot of
goals, it’s critical to make
Leilani makes a distinction initiatives are not
Project Highlight your case effectively.
between short-term change
An extended three-year project and long-term transformation. hard to develop, “You have to make the
in which Leilani built a centralized “Change is reversible,” she says, business case every
but hard to maintain
”
marketing strategy that resulted in “transformation is not.” day, consistently…If you
a business re-organization served
She goes on to warn that “it’s
and keep alive. can’t speak credibly and
as the basis for her current position.
extremely hard to be successful in intelligibly about your
“The company was wondering, business transformation. A lot of business, that’s hard.”
‘Should we bring someone in from initiatives are not hard to develop,
the outside that’s an expert in but hard to maintain and keep Leilani advises those
sustainability and bring them up to alive.” interested in corporate
speed on our business, or should
Another challenge is competing citizenship work to learn
we find someone [internally] who
with the multiple priorities any how to “manage across
understands our business?’” she
corporation is likely to encounter. organizational boundaries.
explains.
“You come to the table with sixty
Be able to define goals
“It was a huge asset to know other people and everyone is
who the players were and the focused on their priorities,” she and manage them without
processes. I had an intimate says. “It’s extremely hard to be direct authority.”
knowledge of the company and listened to.”
could navigate internally. We had a
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