On April 14 and 28, the Alares “ESR” Certification Ceremonies took place in Madrid and Barcelona, respectively. At the Alares “ESR” Certification Ceremonies for “Companies Socially Responsible toward Their Workforce and Society”, a total of 20 companies received their Alares “ESR” Certificate and Seal. In addition, both events featured various presentations and a roundtable discussion under the theme “HAPPINESS AS A CATALYST FOR BUSINESS LEADERSHIP in SMEs, Large Companies, and Institutions.”
During these events, attendees asked us various questions. We would like to share a selection with you. 1. What are the criteria used by the Alares Foundation and the Diversity Foundation to award the “ESR” certificates? What requirements must be met? The companies awarded the Alares Certificate and “ESR” Seal, jointly promoted by the Alares Foundation and the Diversity Foundation, for being a “Company Socially Responsible toward its WORKFORCE” (for the services it makes available to all its employees and their families) and a “Company Socially Responsible toward SOCIETY” (for the services it makes available to all its customers, without distinction), are evaluated by an external committee of experts according to the following criteria. In the case of the Alares “ESR” certificate and seal for a Company Socially Responsible toward its WORKFORCE They provide free access to care services, up to the limit determined by each company, including at a minimum home assistance for the care of children, convalescent people, and older adults, offered to ALL employees registered with the company’s Social Security system and to all their immediate family members, wherever they live and on an ongoing basis. These care services must respond to people’s genuine social needs and contribute to equal opportunities and non-discrimination, as well as to the well-being of society. They must communicate and promote their Social Responsibility policies continuously and with commitment, both internally and externally, serving as an example of a Socially Responsible Company worthy of emulation by the rest of the business community. Their responsible objectives must include Equal Opportunities, Non-Discrimination, Work–Life Balance, Shared Responsibility, the promotion of personal autonomy, and quality of life for citizens, thereby also contributing to improving the company’s competitive position and the quality of employment. 1.2. In the case of the Alares “ESR” certificate and seal for a Company Socially Responsible toward Society They provide free access to care services, up to the limit determined by each company, including at a minimum home assistance for the care of children, convalescent people, and older adults, offered to ALL their CUSTOMERS, without exception, wherever they live within the country and on an ongoing basis. These care services must respond to people’s genuine social needs and contribute to equal opportunities and non-discrimination, as well as to the well-being of society. They must communicate and promote their Social Responsibility policies continuously and with commitment, both internally and externally, serving as an example of a Socially Responsible Company worthy of emulation by the rest of the business community. Their responsible objectives must include Equal Opportunities, Non-Discrimination, Work–Life Balance, Shared Responsibility, the promotion of personal autonomy, and quality of life for citizens, thereby also contributing to improving the company’s competitive position and the quality of employment. 3. Delivering Happiness talks about happiness in companies, but what can be done to ensure that happiness truly reaches employees and customers? The most important thing is to create a work environment where people want to work. When an employee is happy, they are committed to their work. This results in fewer delays and a greater likelihood of delivering good work on time, which means the customer will be satisfied. Another very important factor is giving employees “feedback” on their work and recognizing what they do well. Human beings need recognition. We all like the things we do well to be acknowledged. If we highlight our employees’ strengths and make them aware of their areas for improvement in the best possible way, we will have more committed and happier people. When we have happy and committed employees, this translates not only into happy customers but also loyal customers. Customer loyalty is just as important as a company’s sales volume. The goal is to create a culture of excellence based on the principle that people come first. Another very important factor is creating a workplace where employees feel comfortable, since they will spend all their time there, together with flexible working hours that take people’s needs into account and enable them to balance their professional, personal, and family lives. 3. When you say that implementing measures that support CSR is profitable, what kind of initial cost are we talking about? It depends on the size of the company, but, for example, if we are talking about an SME with five employees, the cost would be just €50 (+VAT)/month for the company owner, their family, their employees, and the employees’ family members <(spouse, children under 30, parents, and parents-in-law), anywhere in Spain and Portugal where they are located. Ultimately, many people gain access to care services at a very low cost. For example, an employee who has to carry out three errands per year x 2 hours/errand x €15/hour employee cost incurs a cost of €90 per employee per year, in addition to the opportunity cost of six hours not worked. This saving alone would more than cover the cost. To this we must add the improvement in occupational health, with a 13% reduction in absences due to stress and anxiety, according to Alares client companies of all sizes, representing a total workforce of more than 150,000 employees and more than 750,000 total beneficiaries (employees and their family members). Ultimately, this is a very low cost, designed to ensure that everyone can access the care services they need in their daily lives, helping improve their quality of life. 4. How is the Alares 360º Plan communicated in companies that already have it? Each company has a personalized plan adapted to its needs. As a general rule, customers or employees receive a welcome pack. In addition, HTML-format communications are periodically sent to customers or employees, and a microsite is created where employees can log in using a password, guaranteeing their anonymity. The microsite contains details of all the services, along with the conditions for using them, how to request them, and so on. Training sessions or informational events are also held within companies when necessary. 5. How does Ford offer care services to its customers? Do customers have to purchase them at an additional cost, or are they provided free of charge? How did the idea of offering care services with the purchase of a vehicle arise? In Ford’s case, when a customer purchases a vehicle, it comes with Ford Protect Life. This is a service that includes mechanical protection for the vehicle and personal assistance for the customer and their family for five years or up to 100,000 km. This service is available for new vehicles up to 24 months old. It includes extended coverage for mechanical and electrical breakdowns for five years or 100,000 km, at any location in the Ford Authorized Workshop network. In line with Ford’s commitment to CSR, Ford also offers solutions for customers’ daily lives based on care and attention for people, also free of charge. Services include: fixed-line or mobile Teleassistance, Personal Home Assistance, Medication Telepharmacy, Specialized Treatments, a Second International Medical Opinion, and the VIP miAsistente Service. The idea of offering care services arose from identifying a need. At Ford, we are aware that what truly matters is the customer and ensuring that they are cared for. People matter most to us, and in that spirit, if we take care of their vehicle, why wouldn’t we take care of them too? Times change, and so do needs. Intangible benefits are becoming increasingly valuable, and through our after-sales service we realized that, just as a car has a series of needs that must be addressed—maintenance, inspections, updates, and so on—the customer also has needs. Reaching their emotions is what truly matters. If the purchasing process is driven by emotions, and if between 70% and 80% of purchasing decisions are made unconsciously. 6. How can CSR be brought to SMEs and self-employed people? SMEs and self-employed people can access the same services available to large companies. Any company can be Socially Responsible. The Alares 360º Plan is a social program that helps the entire workforce of any company and their families in their daily professional and personal lives. Earlier, we gave the example of an SME where, for just €50 (+VAT)/month for you, your family, your employees, and their family members < (spouse, children under 30, parents, and parents-in-law), anywhere in Spain and Portugal where they are located, they can enjoy the care services that anyone may need in their daily lives.
