Not just for the sake of a report : enhancing corporate social responsibility reporting by involving stakeholders

Abstract

The purpose of this study was to find out if it is possible to improve the case organisation’s corporate social responsibility reporting by involving stakeholders. The research was conducted as a case study in Helen Ltd, a Finnish energy utility, and it focuses on the stakeholder views of the case company.

The frame of reference for the study is stakeholder theory. The literature review focuses especially on the role of stakeholder involvement in corporate social responsibility reporting.

The research data was gathered using a multiple strategy approach via an online survey and a workshop. The data was analysed both quantitatively and qualitatively using content analysis. In the analysis, the following interaction categories were recognised: awareness-raising, co-operation, discussion, and involvement.

The research results reveal that the stakeholders of Helen are interested in raising their awareness about the company’s operations. Furthermore, they seem to be willing to participate in two-way communication forms with the company. It looks like different forms of involvement attract different stakeholder groups.

The research indicates that the corporate social responsibility reporting of Helen could be developed by involving the stakeholders of the company. By developing the report into a more timely, relevant, material and accessible direction, the stakeholders’ needs can be better fulfilled. In practice, a static corporate social responsibility report could be replaced with multiple channels.