HR Professional - February/March 2009 - (Page 37) ALTRUISTIC LEARNING When companies share their intellectual wealth, doing good does more good than ever BY MICHELLE MORRA OSQUITO NETS ARE AN ESSENTIAL household fixture in Nigeria for anyone who wants to combat malaria, let alone eat and sleep in peace. Yet sales of these products have suffered because the locals found them an eyesore. try and secured product placement i n 2 0 “ N o l ly w o o d ” m o v i e s as well as two popular soap operas, t r a n s for m i n g t h e m o s q u it o net’s image. WIN-WIN SITUATION Business people can contribute to society far beyond their own wealthy corners of the world. Today’s socially responsible companies donate more than funds to needy causes. They donate their time and business knowledge, in a shift that could not only create world h a r mony but greatly benefit the handiwork business grow and thrive, the three recruits gained an unforgettable introduction to their new employer. Deloitte, in turn, got three devoted new employees plus a treasure trove of testimonies, blogs and video clips to use in future recruitment marketing. This type of initiative is a valuable learning experience for recent MBA grads and empowers the recipient to create lasting change, says John Ko, executive vice-president of MWB. “The [Swaziland project] was M What did it take to promote the use of this life-saving device? Not a cash donation, nor a hug from Angelina Jolie, but the creative thinking of an MBA from the University of Alberta. On assignment with MBAs Without Borders (MWB), Omar Yaqub went straight to Nigeria’s entertainment indusw w w.H RThought L ea der. c om the people and companies sharing their intellectual wealth. In a recent recruiting campaign, Deloitte USA selected three of its new hires to spend a month in Swaziland before starting their jobs. They would share their business savvy with Gone Rural, a network of artisan women. Besides helping business consulting for the poor,” he says. “It’s a nice match with the skill sets of what the MBAs will actually be doing later on in their careers.” TOMORROW’S LEADERS In March 2008, IBM selected 100 employees from around the world F e b r u a r y / M a r c h 2 0 0 9 37 http://www.hrthoughtLeader.com
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