How to build TRUST and Engagement: MICROSOFT & UNICEF
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Microsoft and UNICEF both focus on building trust through competence, benevolence, integrity, transparency, and identification with their stakeholders' values. Microsoft strives for accessible, innovative technology and supports humanitarian causes. UNICEF provides humanitarian assistance to children globally and works to protect children's rights. Both organizations emphasize open communication and accountability to maintain trust with the public.
How to build TRUST and Engagement: MICROSOFT & UNICEF
- 1. How to build TRUST and Engagement Case Study : MICROSOFT & UNICEF by Marina Decuseara
- 2. The 5 Trust Beliefs Competence Benevolence Integrity Transparency Identification To build Trust and Engagement in a Profit or No Profit Company the previous 5 Trust Beliefs must be enforced as part of its mission and vision statement.
- 3. • Microsoft Corporation is an American multinational technology company headquartered in Redmond (Washington), that develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services. INTRODUCTION • "Our vision is to create innovative technology that is accessible to everyone and that adapts to each person's needs. Accessible technology eliminates barriers for people with disabilities and it enables individuals to take full advantage of their capabilities." Bill Gates, CEO Microsoft Corporation
- 4. COMPETENCE • Responsive website - Microsoft's website essentially executes everything on the responsive checklist • Skeuomorphism, the design practice of making elements look like their real life counterparts, avoids a sleek, modern and highly intuitive user experience • Easy access and friendly use to all menus and submenus in the website
- 5. BENEVOLENCE Microsoft takes its Corporate Social Responsibility very serious in helping the most vulnerable population. Product Donations Humanitarian Action SOS Children's Villages International Supporting refugees and reuniting families through the cloud. CONIN Argentina based nonprofit eradicating child malnutrition and serving disadvantaged families. Microsoft is committed to empowering nonprofits and relief agencies who provide vital aid and services to those affected by sudden onset natural disasters as well as to those who have been forcibly displaced due to war, famine, political unrest, and other issues. Microsoft Employee Giving Program
- 6. INTEGRITY • Microsoft site provides information about their most current policies and practices. • LCA’s Office of Legal Compliance (OLC) is responsible for Microsoft’s overall compliance with corporate policies, guidelines, as well as the laws around the world. The Office issues the company’s code of conduct (Standards of Business Conduct), corporate compliance policies and develops annual online training that reaches every Microsoft employee. It also supervises the company’s non-EEO compliance internal investigations. • LCA’s leaders reinforce our commitment to integrity as a fundamental part of every job within the Department - a commitment that goes well beyond compliance with legal obligations. • Microsoft’s commitment to Corporate Responsibility and Integrity is the foundation of the Ethics & Compliance program.
- 7. TRANSPARENCY • Open and transparent communication - Microsoft communicates openly about the accessibility of their products and engages with stakeholders to resolve accessibility issues. Microsoft provides a self-reports for understanding how products and services meet common accessibility requirements. • Sharing information - The Microsoft Accessibility Website and Accessibility Update newsletter provide information about the accessibility of Microsoft products, including demos, tutorials, and guides. Accessibility and personalization information is available in many regions and languages internationally. • On July 1, 2014, as part of this program they opened the first Microsoft Transparency Center, that provides "participating governments with the ability to review source code for our key products, assure themselves of their software integrity, and confirm there are no "back doors.” • In addition on the Transparency Report section, the received detail requests is available from all parties that seek the removal of online content. Digital Trust Report - Microsoft Transparency Hub
- 8. CONGRUENCE OF VALUE• Product quality and innovation - Microsoft strives to continually create innovative technology products that transform the way people work, learn, play, and communicate. By championing the importance of closely aligning its company culture of product innovation with the needs of its customers and partners. • Promoting the development of new technologies in companies of various sizes • Empowering educators and students with accessible technology and training - Microsoft provides educators with accessibility guides, curriculum resources, teacher training workshops,and more to help students with disabilities learn with computer technology. • Promoting Environmental Sustainability - Microsoft believes that technology can empower people and organizations on the planet to achieve a more sustainable future. They are using the power of their technology to minimize the environmental impact of their business operations and their products. They are working with partners around the world to discover and implement innovative ways to transition to a sustainable, low-carbon future for our planet.
- 9. INTRODUCTION • The United Nations Children's Fund (UNICEF) is a private, self- governing, non-for-profit organization on behalf of children in 190 countries • Different country offices carry out UNICEF's mission according to their unique programs of cooperation developed with the host government • The organization consists of head quarters, supply division, innocent research center, 34 national committees, individual donors and a 36-member executive board. (UNICEF, 2016)
- 10. COMPETENCE • Responsive Website • Display Advertising (Banner, Immersive Images, Videos) • Social Media • Blogs • Podcasts • Open data from official sources (Statistics) • E-mail Marketing (Newsletter) • Possibility of online donation COMPETENCE Mobile Marketing (App for smartphone and tablet) Affiliate Marketing (Banners on partner website) Affiliate Marketing
- 11. BENEVOLENCE • The Benevolence Programmes to create on behalf of children are: • The UNICEF provides different projects for humanitarian and developmental assistance to children and mothers in developing countries, vaccines, antiretroviral medicines for children and mothers with HIV, nutritional supplements, emergency shelters, family reunification, and educational supplies. UNICEF’s work in 2015
- 12. INTEGRITY • UNICEF works directly with companies to improve their business practices, bringing them in line with obligations under international law, and ensuring that they respect children's rights in the realms of the marketplace, workplace, and the community. • In 2012, UNICEF worked with Save the Children and The United Nations Global Compact to develop the Children's Rights and Business Principles and now these guidelines form the basis UNICEF's advice to companies. • UNICEF works with companies seeking to improve their social sustainability by guiding them through a due diligence process where issues throughout their supply chain, such as child labour, can be identified and actions to ratify them are put in place.
- 13. UNICEF’s Progress on Transparency TRANSPARENCY • UNICEF has an established Information Disclosure Policy that outlines explicitly its commitment to making information about programmes and operations available to the public. • Reflecting the organization’s efforts to strive for transparency and accountability, UNICEF in 2012 became signatory to the International Aid Transparency Initiative (IATI), the global multi-stakeholder initiative, which committed the organization to publicly disclose its information on aid spending and make it easier for all stakeholders to find, use and compare the standardized data. • UNICEF Transparency microsite (open.unicef.org)
- 14. CONGRUENCE OF VALUE • UNICEF's programmes emphasize developing community-level services to promote the health and well-being of children. • Improve the nutrition for children and enriched food in endemic areas of malnourished population • Immunisation of children - production of vaccines & distribution • Prevent spread of HIV - antiretroviral medicines for children & mothers with HIV • Providing Water, Sanitation and Hygiene • Promoting child protection from violence exploitation abuse • Offering a quality education for boys & girls
- 15. CONCLUSION To build trust and engagement in a company is crucial to ensure and improved continuously the 5 trust beliefs, because trust generates trustworthiness, which is at the basis of social relations. Social relations are the ground upon which engagement rises.