mmO2 - Corporate responsibility report 2004


Corporate responsibility report 2004

	Introduction Action to address key issues Mast siting Engaging with employees Child protection Group overview Our approach to CR Measuring our performance Data overview Group targets GRI index Assurance statement

Engaging with employees

We want everyone at O2 to feel proud to work for the Company.

Last year we surveyed employees to see what they think about our approach to corporate responsibility, and they said there were things we could do better.

"I would like it if people said: That's refreshing. That's different. They've taken on something as hard or as tough as that and made a difference."
O2 employee

One issue was to pick campaigns that were socially important in their own right – without any immediate commercial value to the Company.

Understanding the views of our people
Between October 2003 and January 2004 we used external experts to survey employees' attitudes to corporate responsibility. In total 347 employees were canvassed across the business – 272 through an online survey and the rest through focus groups and interviews. Nearly half of the respondents to the online survey said it was important for companies to help create a better society and 89 per cent said large companies should do more than focus on profit.

Most thought O2 was committed to corporate responsibility and that we did it well. But there were concerns that the commitment did not go right through the Company and was strongest at the very top and at grass root level. Some 43 per cent of the quantitative online survey said we were not good at communicating our policies inside the Company, and this was given as a reason why corporate responsibility has yet to be embedded within O2.

Several respondents urged us to be bolder in our campaigns and to pick tough topics for our campaigns – like child protection, an issue we are leading the industry in addressing.

Each year in October we run our employee engagement survey, Reflect O2. The results for each function are benchmarked against each other and senior management have performance targets linked to this survey. Each survey is followed by action plans that are published on our internal website.

How we are responding
With the restructuring of our business we have devolved day-to-day management of our corporate responsibility agenda to our individual businesses. At the same time we have transferred the responsibilities of the Corporate Responsibility Advisory Council to the Executive Committee and the individual operating businesses. We believe these two actions will strengthen our commitment to corporate responsibility at every level and improve our performance. The new strategic objectives we have set will also increase our focus and performance and will be carefully measured – just as we measure our business performance.

Here are some of the actions we have taken this year:

Diversity	Corporate responsibility at every level
We created a new diversity steering group for O2 chaired by Danuta Gray, O2 Ireland's Chief Executive Officer, who acts as diversity champion for the whole business. One key aim is to make sure our managers really understand the many complex issues involved in creating a diverse workplace and using our intranet as a management training tool.	In 2003/04 the management and oversight of corporate responsibility was transferred from a dedicated council to the Executive Committee and the operating businesses. This was to ensure that we integrate corporate responsibility to every level of the business.

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LOOKING INTO THE UK


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We have set a target to increase the number of employees contributing to community projects through Can Do Giving by 25 per cent.