Last month, we chatted up with the luminous, Deepa Kapoor – VP, Corporate Social Responsibility, at Genpact, a global provider of business process and technology management services and one of GiveIndia’s strongest Payroll Giving partners.
Deepa not only helped double volunteer penetration globally by engaging NA, European, Indian, Chinese and Philippines sites in various educational, healthcare and environment programs, but also helped the organization win the Sustainable and Socially Responsible Sourcing Award for the best Employee Engagement Program. Never before could we have known that it takes just as much business expertise and strategy to drive employee inclusion towards social responsibility.
Tell us about your role at Genpact.
I have been with Genpact for the past 7 years and have been leading the CSR charter since the past 2.5 years. We run our programs through site champions at each of our 17 sites which help garner employee engagement.
What defines the idea of giving at Genpact ?
Employees like to do a variety of things. Our internal CSR brand is named Caring@Genpact. The giving philosophy is geared towards giving back of time and skills, especially towards chosen areas such as education/employability, healthcare, inclusion and environment, which are, strategically chosen. Money is not the prime vehicle but follows if required to get scale impact.
Given that employees regularly work in shifts and across time zones, how easy or difficult does it become for you to get employees to participate in CSR related initiatives?
Time wise we keep our initiatives very flexible, leaving it to the employees to do so at their convenience. Every team gets the flexibility to choose and decide what activity and in what scope it wants to contribute. In general, we encourage a minimum of 2 hours of volunteering per month whether spent over weekdays or holidays.
Are there any 'must do' activities that “Caring at Genpact” does every year ?
Most of our initiatives are ongoing programs led by sites. Our Hyderabad site leads the Gurukul program through which employees teach computers to underprivileged kids. We also run a Junior Achievement program through which employees get to teach or contribute tools and teaching aids at school or promote career counseling for mature students. That apart, in the past we partnered with entities such as Let’s do it Delhi, and the Dept of Health Administration to charter activities such as cleaning of parks or the Qutub Minar, sapling plantation, etc.
Genpact currently have the highest number of payroll giving employees within the 110+ companies we’re currently partnering with. With over 7800 employees actively contributing over 93 lacs a year, does Payroll Giving add a new dimension to the host of engagement activities at Genpact?
Payroll Giving is very helpful for folks who cannot take out the time. It is simple! An employee can educate a child while sitting at his computer. And employees feel good about giving something from their hard earned money. Overall, I think that everybody wants to give and Payroll giving is the easiest option.
Genpact has been participating in and winning the India Giving Challenge in 2010 and 2011. Raising over 53 lacs over two Challenges must not have come easy. What worked during those 'Challenging' times?
People generally get focused when the goal and processes are well defined which is what the Challenge is essentially about.We first identify our goal, then our target audience at each site, and then allocate this target to the various sites. Then we add some fun and hold events to get people engaged. In addition to this, leadership involvement, floor walks and continuous communication helped us reach our expectation.
A healthy competition always helps and we drive this amongst the sites. The competitive spirit helps us achieve our goal.
Last but not the least, what’s the future of giving at Genpact?
As of now our volunteering levels have tripled from when we started. Going forward, we aim to have fewer but more hands on and more impact generating programs which can be taken up for longer durations. When compared with giving back in other regions such as Mexico or Europe, India still has a long way to go and the onus is on us to come up with more creative ways to integrate work and giving opportunities so more people can get engaged.