Centrica-a Case Study by Article 13

As part of their ongoing programme Article13, the leading corporate social responsibility experts, have released a Case Study of Centrica and its corporate responsibility strategy.

Who are they?

Centrica provides services for 'everyday needs, ranging from energy supply, telecoms, roadside recovery and financial services. In the UK, it operates under the brand names British Gas, AA, One.Tel and Goldfish. Centrica is a market leader in the unregulated sector of energy supply, through its Canadian subsidiary -- Direct Energy, and its subsidiary in the USA -- Energy America. The company employs over 30,000 people worldwide.

Centrica is recognised as being an Employer of Choice -- promoting diversity in its workforce. This profile focuses on its innovative employment policy towards disabled people that contributes to a high performance workplace.

Words into action

Centrica considers diversity to be a core value, and the growing diversity among its customers, employees and within its supplier base as an opportunity to grow and change".

As well as other initiatives, the company has worked in partnership with Jobcentre Plus and the voluntary sector to develop its 'Project Led Recruitment initiative to tackle prejudice against disabled people in the employment market.

The Governments Jobcentre Plus referred 300 candidates based in the north-west of England to the 'Project Led Recruitment for a telephone interview. Successful candidates attended a two-day workshop to prepare them for the final interview. While 50 people were offered a contract to work in Centricas contact centres, those who were unsuccessful were also offered feedback and went on to gain employment elsewhere -- many of these people had not worked for years. Around 80% of the recruits had a disability, with the others been full-time carers for a long period. Once the recruits had been selected, British Gas installed any working aids they might need e.g. larger computer screens. It is worth noting that this was not a significant cost".

Benefits

Centrica found that they immediately saw benefits in terms of productivity, quality or work and loyalty on behalf of their new employees. It seems that staff turnover rates have improved, and these are always a 'tricky point for call centres. The company has also learned valuable lessons on how to meet the needs of their customers that have some form of disability -- estimated at one in seven.

For more on this topic and other issues relating to corporate social responsibility and its link to innovation, visit www.article13.com