How corporate responsibility made it into a Malaysian power balladJuly 2010
Struggling to embed corporate responsibility into your organization's daily life? Finding it difficult to engage employees on the ins and outs of corporate citizenship? Then how about a company CSR song to rally the troops?
That's the unusual path taken by one of Malaysia's largest corporations, Public Bank Berhad, which uses a stirring four-minute 'CSR song' to instil the company's values in the hearts of its 17,000 employees.
The power ballad-style composition, written in English, includes the rousing lines:
'We heed the call / Public Bank you'll stand tall / Corporate social responsibility / Embedded in our philosophy.'
It then runs through various aspects of the company's CSR programmes - including commitments to charity, healthcare, sport, and education.
The Kuala Lumpur-based bank, the second largest in Malaysia, plays the song - which has an original tune and is entitled 'Giving our hearts' - every morning to employees through the public address system at its headquarters.
It is also sung live by the mainly female staff choir at public corporate responsibility events, such as the handing over of cheques to charities.
Although company songs are popular in Malaysia and have been adopted by some large businesses around the world, Public Bank's CSR song is thought to be a global first.
A company spokesman said it was viewed by managers as 'a subtle way of engaging our staff population to be more conscious of the bank's CSR commitment'.