When Big C Supercenter recognised the need to build public awareness among its employees, the company sought a way to harness its workers’ volunteer capacities, engaging them in creating a positive impact on communities while also enhancing their public image.
“Big C CSR Ambassadors” encompassess impressive sustainability initiatives through employee participation in blood donations, disaster relief efforts, bringing quality education to underprivileged students, and the like.
Even during the pandemic, Big C stores offered health and safety conveniences like online ordering, drive-through purchases, and personal deliveries. Donations were also made, such as 100 sets of mattresses as well as bedsheets, pillows, towels, and blankets specially for facilitating the accommodation and treatment of covid-19 patients. At that time, the company also began purchasing farm products directly from farmers in order to help them cope with the health and economic crisis.
By contributing to such positive outcomes in the communities, Big C Supercenter employees grow their pride, sense of value, and ownership, which helps drive their performance and engagement levels. When the CSR Ambassadors face challenges such as the diversity of target groups and latter unsustainability of projects, the team mitigates such issues through brainstorming sessions with target groups themselves in order to ensure that the project focus is as precise as possible.
So far, the program has engaged a total of 5,974 workers of Big C Supercenter. As a result, 1,018,571 individuals have benefited from this public service.
“In the future, our focus will be on cultivating a heightened sense of public awareness among our employees. We aim to nurture an organisational culture around the belief that every individual can serve as a volunteer ambassador. Our goal is to foster an atmosphere within the organisation that brims with social and public responsibility, encouraging active participation and engagement in CSR initiatives,” says Hemmawan Poonphol, First EVP of Big C Supercenter.
COMPANY PROFILE: Big C Supercenter
Industry: Retail
Headquarters (Southeast Asia): Thailand
No. of Employees (Southeast Asia): 27,000
PROJECT FACT FILE: Big C CSR Ambassadors
Timeline: Ongoing, Since 2015
HR target areas:
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- Corporate Social Responsibility
- Employee Engagement
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