Strategies for Communicating CSR Initiatives: Enhancing Engagement and Commitment Among Internal Stakeholders

Abstract

The current thesis seeks to investigate how internal communication influences Corporate Social Responsibility initiatives, with a focus on the improvement of employee commitment and engagement. The main research question is: "How can companies effectively communicate CSR initiatives to increase engagement and commitment among internal stakeholders?" It uses an in-depth case study of a manufacturing firm through unstructured interviews with employees and managers along with analysis of both internal and external communication channels. According to the findings, even though employees have a high knowledge and involvement in CSR, commitment levels are affected by the extent of their involvement particularly at senior management level. Personal interaction is preferred, which permits feedback as well as discussion. However, lower rank employees are often less involved. It can be concluded that effective internal communication plays a key role in building up a strong commitment within organizations.