Apr 07

Polemik meruyak di sejumlah milis beberapa waktu lalu. Pemicunya, ada perusahaan kamera yang mendonasikan produknya ke sebuah lembaga ketahanan nasional.

Dalam press release perusahaan itu disebutkan bahwa sumbangan tersebut merupakan aktivitas Corporate Social Responsilibity (CSR). Klaim itu rupanya menuai banyak tanggapan, yang intinya mengatakan kegiatan tersebut tak layak disebut CSR atau CSR yang salah.

Berangkat dari kasus kecil di atas, sejatinya agak sulit mendiskripsikan yang namanya CSR, apalagi jika penilaiannya layak atau tidak, benar atau salah.

Jauh sebelum istilah CSR dikenal, sejumlah perusahaan memang sudah mengandalkan program sosial sebagai program komunikasinya, melalui community relations/community development program.

Cara itu umumnya dilakukan oleh perusahaan yang berbasis alam, seperti OGM (oil gas mining), perkebunan, pabrik-pabrik yang menghasilkan limbah, dan sebagainya. Merekalah yang selama ini gencar melakukan community relations. Bahkan sebagian besar anggaran komunikasinya adalah untuk CSR.

Perkembangan bisnis dan tuntutan global agar dunia usaha menjalankan bisnis secara sehat dan etis membuat kegiatan sosial pun makin beragam wujudnya. Mulailah industri-industri ”ringan” memasukkan CSR dalam program kampanye perusahaan.

Contoh yang paling terkenal adalah The Body Shop. Pendirinya, Anita Roddick, sejak awal memang mengaplikasikan ”green concept” dalam perusahaan penghasil kosmetik ini.

Saat ini, tuntutan untuk melakukan CSR makin tinggi termasuk perusahaan di Indonesia, terutama ketika hendak go global atau sekadar menjalin kerja sama dengan perusahaan dari negara maju. Biasanya yang ditanyakan oleh calon mitra bisnis adalah apa saja program CSR yang sudah dilakukan. Ibaratnya CSR sudah menjadi semacam stimulan bisnis saat akan bekerja sama dengan perusahaan dari negara maju.

Lalu bagaimana aplikasi CSR yang sesuai untuk industri-industri ”ringan”, yang notenebe bukan pencemar lingkungan, seperti perusahaan berbasis teknolog informasi, telekomunikasi atau perbankan/keuangan?

Seperti digagas Philip Kotler dan Nancy Lee dalam bukunya berjudul Corporate Social Responsibility, sejatinya CSR merupakan instrumen penting dalam menunjang strategi perusahaan, yakni pencapaian citra yang diinginkan serta tujuan komersial. Oleh sebab itu, aplikasinya memang harus ”nyambung” dengan strategi bisnis yang ada, entah itu corporate social responsibility, corporate citizenship, community development, community giving, atau community involvement.

CSR ala Kotler dan Lee

Dalam CSR konsep Kotler dan Lee disebutkan ada 6 opsi. Pertama, cause promotion. Perusahaan mensponsori sebuah kegiatan sosial yang sedang jadi perhatian masyarakat, untuk meningkatkan citra perusahaan. Misalnya, fun walk, gerakan hijau, atau soal endemi flu burung. Atau bisa saja seperti yang dilakukan perusahaan telekomunikasi XL yang menyediakan fasilitas telepon gratis di lokasi-lokasi bencana alam. Contoh lain, Unilever yang mendukung kampanye hijau.

Contoh yang ekstrem adalah PT Djarum. Perusahaan rokok ini habis-habisan melakukan CSR di bidang bulutangkis; mendirikan sekolah bulutangkis, membuat klub, memberikan beasiswa, dan rutin melakukan aneka lomba dan mensponsori berbagai acara bulutangkis baik nasional maupun internasional.

Meski tak ada korelasi antara produk (rokok) dengan olahraga (prestasi), tapi orang dengan gampang bisa membaca aktivitas Djarum rersebut. Bulu tangkis adalah salah satu cabang olah raga yang menjadi kebanggaan Indonesia, yang sampai saat ini prestasinya masih punya pomor di dunia internasional. Dan Kudus (Djarum) adalah salah satu sumber pemain bulu tangkis yang berkelas.

Kedua, cause-related marketing, dalam bentuk sumbangan (persentase) hasil penjualan untuk didonasikan. Ini paling banyak dilakukan perusahaan-perusahaan di Indonesia. Misalnya, persentase dari hasil SMS pelanggan selama kurun waktu tertentu didonasikan untuk kepentingan pendidikan.

Contoh lain pernah dilakukan oleh produsen sabun, makanan, dan masih banyak lagi. Selain relatif lebih mudah, cara ini sekaligus melibatkan pelanggan. Ada unsur emotional relationship yang bisa dikembangkan antara produsen dan pelanggan, dimana melalui program ini, kedua belah pihak terlibat dalam sebuah program sosial.

Ketiga, corporate social marketing. Dalam konteks ini perusahaan biasanya berupa kampanye untuk perubahan perilaku masyarakat. Bisa untuk tujuan meningakatkan kesadaran akan hidup sehat, pemeliharaan lingkungan, dan lainnya. Gerakan cuci tangan yang dilakukan oleh sebuah produsen sabun, bertujuan membiasakan masyakarat mencuci tangan sebelum melakukan pelbagai aktifitas. Katakanlah kampanye ”Internet sehat” yang dilakukan dalam konteks untuk membawa masyarakat agar bisa memanfaatkan Internet secara sehat.

Keempat, corporate philanthropy. Ini yang paling jamak. Perusahaan memberikan donasi bagi masyarakat yang memerlukan. Belakangan, konteks donasi ini dilakukan secara lebih strategis. Artinya, philantropy dilakukan untuk mendukung tujuan bisnis perusahaan. Seperti perusahaan ICT memberikan donasi berupa fasilitas internet gratis di sebuah desa. Ini bisa dikolaborasikan dengan bentuk ketiga di atas, di mana donasi ini dimanfaatkan untuk membiasakan masyarakat menggunakan Internet, misalnya.

Kelima, community volunteering. Saat ini sudah banyak perusahaan yang mengalokasikan sekian jam/per tahun dari jam kerja karyawannya untuk pekerjaan sosial. Kegiatan ini dihitung dalam KPI (key perfomance indicator) setiap karyawan. Karyawan bisa melakukan kerja probono, sebagai sukarelawan, misalnya.

Keenam, social responsible business practices. Intinya mengadopsi praktek bisnis yang sesuai dengan isu sosial yang terjadi. Contohnya, perusahaan eceran yang mulai menggunakan kertas daur ulang untuk kemasan produknya.

Enam pendekatan di atas bisa menjadi acuan bagi perusahaan yang ingin menyertakan CSR sebagai bagian operasional bisnisnya. Tentunya, apapun inisitif yang dipilih harus disesuikan dengan visi dan sasaran perusahaan. Sebab, menurut Kotler, patokan kesuksesan sebuah CSR adalah kemampuannya menunjang pencapaian strategi dan tujuan perusahaan.

Nah, tantangannya adalah bagaimana perusahaan mampu secara cerdik memilih fokus program CSR dan bisa menjadikannya “kendaraan” untuk merangkul pelanggan di masa depan. Karena, secara sederhana, CSR akan sangat powerfull untuk membangun pasar masa depan. Membangun citra sekarang, dan memanen hasilnya kemudian adalah pola kerja CSR. Bukan sebaliknya.

182 Responses to “ Mengintip CSR di Indonesia ”

  1. vlisa.com » Blog Archive » Manajemen Isu dan Transparansi PLN Says:

    [...] hemat energi akan lebih tepat jika dikemas melalui pendekatan corporate social responsibility (CSR) yang kemudian dikomunikasikan melalui pelbagai kanal komunikasi yang [...]

  2. vlisa.com » Blog Archive » How to implement CSR? Says:

    [...] disebut social marketing seperti  itu. Seperti pernah kutulis di blog ini beberapa saat lalu (Mengintip CSR Indonesia). Semangat untuk melakukan CSR memang sedang melanda korporasi di Indonesia,  dan tak sedikit yang [...]

  3. Md Santo Says:

    Mbak VE, berikut ini adalah model CSR perusahaan kami yg bisa dipelajari melalui link dibawah ini khususnya attachment ke 3 :
    “TO BE “WELL INFORMED” OR TO BE “KNOWLEDGEABLE”? http://mobeeknowledge.ning.com/forum/topic/show?id=2090583%3ATopic%3A1844 Attachment : 1. KNOWLEDGE WORKER INFRASTRUCTURE.pdf 2. EPISTEMOLOGY of E-LEARNING ENVIRONMENT .pdf 3. MOBEE CORPORATE SOCIAL RESPONSIBILITY (CSR).pdf
    Apakah ada komentar atau masukan?

    NB : sekalian menggabung sbg member pada Social Networking Site (SNS) kami yg headingnya berbunyi :”Learn the issues of Mobee’s emerging Technologies, Market, and People through our Community of Practice (COP) in Knowledge Management (KM)”

    Terima kasih

  4. vlisa Says:

    Terima kasih mas Santo atas infonya. Nanti saya pasti main dan gabung di situ.

  5. Gisa Says:

    Malam, nama saya Gisa, mahasiswa tingkat akhir, ingin menanyakan pendapat Mbak Vlisa tentang The Body Shop. Menurut Mbak apakah yg dilakukan The Body Shop termasuk kedalam kategori pendekatan yg mana? Krn yang saya lihat banyak sekali yg dilakukan oleh perusahaan ini dan rasanya pantas kalau dimasukkan ke stiap kategori pendekatan. Rencananya saya ingin meneliti tentang The Body Shop untuk skripsi saya, namun masih ragu2 dan rancu tentang variabel yg harus saya teliti nanti.

    Terima kasih Mbak, selamat malam.

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  8. ahmad adib masruri Says:

    mbak Lisa Yth,
    kenalkan, saya dulu sekantor dg mbak saat di SWA,
    (mudah2an inget saya mbak?), krn saya skrg berdomisili di Solo.
    gmn kabarnya? baik & sehat2 aja kan sekelg?
    gmn kabar mas Ping, mas Amal, HED, KEG dll.?
    ooooya, mbak Lisa, selain sbg pengajar, saya memberanikan diri buka
    lembaga kecil2an, biar tak bosen di kampus he…he…
    untuk program2 saya ini, semisal utk CSR yg cocok yg mana
    dan krjsm dg perusahaan apa nggih?
    langkung rinci, saget dipun klik http://www.lestude.com

    mbak Lisa, sering ke Solo? mbok mampir

    semanten rumiyin, matur nuwun sanget nggih.

    kulo,
    ahmadadib.solo@gmail.com

  9. Chris Gajda Says:

    This is all very new to me and this article really opened my eyes.Thanks for sharing with us your wisdom.

  10. nindy Says:

    mbak lisa aku nindy. kebetulan perusahaan tempat aku bekerja ingin membuat buletin mengenai kegiatan csr nya yg sdh dilakukan selama 1 tahun. apakah ,mbak punya contoh buletin csr yg khususnya mengenai peternakan?

    aku tunggu infonya ya mbak.
    terimakasih.

  11. 108csr Says:

    CSR itu memang sangat penting. tapi sayangnya memang masih banyak perusahaan besar yang mengklaim bahwa telah melakukan CSR tetapi kenyataannya kegiatan mereka tersebut belum bisa dikategorikan sebagai CSR

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