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.