Psychology and Sociology / 14. Personnel management

Postgraduate student Ivanova A.А.

Russian Presidential Academy of National Economy and Public Administration (Orel Branch), Russia

Formation of a control system of corporate social responsibility of a commercial bank in the Russian Federation: the human resource aspect

Corporate social responsibility has a special place in the banking sector. Due to the increasing crisis of banking systems around the world, the consequences of which have spread to the global financial space, many banks have realized the need to create a control system that can not only maintain the effectiveness of the functioning of the banking system in the short term, but also to ensure its effective development in the long term.

To do this, you must actively put into practice the activities of banks principles of corporate governance and corporate social responsibility that will systematize processes regulating banking activity, regulate interaction with stakeholders to ensure effective IT support management decision-making, improve information transparency of the results of banking activities, to restore confidence in the banking system, to ensure the implementation of the development strategy of the banking system.[1]

Social responsibility of a commercial bank - is responsible for the bank's social results from management decisions and banking through transparent and ethical behavior that contributes to sustainable development (balanced social - economic development and environmental protection, including health and well-being of society as a whole, and clients, shareholders and staff in particular); takes into account the expectations of stakeholders (partners, customers, employees); comply with the applicable legislation and consistent with international norms of behavior and international financial reporting standards; fully integrated into the activities of the bank, is constantly used in internal and external relations, aimed at increasing the efficiency of banking operations and quality control; conducive to improving the reputation and image of the bank, building corporate identity, enhance corporate culture and promotes social responsibility institute of banking.

Accordingly, corporate governance - a system and process relationships, as well as a set of principles, rules and procedures of interaction between the owners (shareholders), the board of directors, management and other stakeholders inside and in the external environment of the company.

Thus, CSR is becoming a de facto part of the corporate governance threading entire internal system of management and external communications of the organization. And among the main tools of social responsibility in corporate governance can be identified, at least the following:

• Mission and Values, Code of Ethics.

• The company's strategy, including the goal of sustainable development (economic, environmental and social).

• The concept of non-financial risk management and stakeholder engagement.

• Activities on CSR and sustainable development.

• Social (Sustainable Development) reporting.

• Communication (PR, Internet and Intranet, multi-sectoral partnerships).

Typically, the world's leading companies create with their boards of directors, special committees on CSR, sustainable development and risk management. Often these issues are also committees for personnel and social policy.[2]

Formation of a control system of corporate social responsibility in a commercial bank due to a number of stimulating factors, among which the activity of civil society, increased competitiveness, access to financing in the international market, risk, legal requirements and the requirements of their parent banks (investors).[3]

In order to justify the presence of CSR commercial banks select the subject and object of the system.

The subject of social responsibility Commercial Bank acts directly the bank itself, performing different roles: member of civil society, a service provider, employer, investor, investment object, party competition, the participant social development.

The object of social responsibility Commercial Bank has a complex structure, which can include stakeholders and the objects of their interest:

1) the business structure (employees of client companies, partners, investors, lenders, customers, competitors, business community);

2) public authorities;

3) community (local community, various social groups, community organizations, NGOs);

4) environment.

Based on the above, the control system of social responsibility of a commercial bank in the general form can be represented (figure 1):

Figure 1 - The management system of social responsibility Commercial Bank

As we can see, the system of CSR in a commercial bank - a system based on constant interaction with the bank's stakeholders.

Unfortunately, the problem of formation of a control system of corporate social responsibility in the banking sector has not yet become a subject of serious and in-depth study on the part of researchers and professionals.

The effective functioning of the banking system in Russia prevents the current state of the labor market. On the market today there is practically no offer of free labor resources necessary for many specialties, non-traditional planned economy (stock deal, trust and leasing operations, audit, and so on), and the offer of ordinary performers with an average level of training far exceeds the demand for them. On the other hand, only in the stage of formation are structures that provide the participants of the market a wide range of additional services - specialized consulting firms, centers of professional selection and training, employment services target.[4]

Rightly assume that the support of CSR in the company are all its staff, without exception - from the accountant to the director. But there are people who are engaged in the activity of the company in this direction professionally. Despite the fact that every year a growing number of educational institutions, introducing into the curricula of social responsibility, the majority of staff in charge of charity and philanthropy companies are "immigrants" from other disciplines, such as marketing or human resource management.

The indisputable fact is that the development and strengthening of CSR practices at Russian enterprises will enhance the role of management in the activity of the modern economic entity. Modern conditions of the economy became the basis for the establishment and implementation of enterprise manager for CSR.

CSR Manager - is a specialist who uses a creative approach to process management, and provides motivational impact on workers. Currently, there is a shortage of facilities professionals such as CSR Manager. In this context, issues relating to the role of manager of CSR in the activities of a modern company is very relevant and timely.[5]

However, it is still "difficult to talk about adequate perception of CSR manager. Necessary to expand the range of public companies who build their activities according to international standards, understanding the need for a professional approach and focus on the implementation of CSR principles of structural divisions of the company, embedding CSR in corporate governance on the part of senior management. Then we can talk about real demand from the business community on CSR manager". [6]

Despite the fact that every year a growing number of educational institutions, introducing into the curricula of social responsibility, the majority of staff in charge of charity and philanthropy companies are "immigrants" from other disciplines, such as marketing or human resource management. Experts believe that the ideal applicant for this position must be visionary and be able to think strategically, properly prioritize and formulate plans to communicate freely with different categories of employees and target groups, motivate staff to participate in social activities carried out by the company.[7]

Today, many banks have not only strives to organize implement its social responsibility, but also commit to engage its individual specialists. However, the "ready" professionals in this field in the Russian market there is little, so the responsible thing is trusted by professionals from other areas.

Russia is only beginning to explore the experience of Western countries in the training of corporate social responsibility. Despite the absence of this specialty in the registry, an increasing number of universities and business schools, paying attention to CSR and sustainable development. Among the leaders in this area can be named MIRBIS, GSOM, Financial University under the Government of the Russian Federation, HSE, MGIMO, Moscow State University, State University of Management, European University at St. Petersburg, Moscow School of Management Skolkovo.

General labor supply in the banking sector is limited mainly by two segments: the market of graduates of specialized educational institutions to meet the needs of employers in the natural renewal of their personnel; market temporarily available workforce in the face of professionally trained and have some experience in practice of bank employees, including not only a relatively small direct unemployed as part of the staff of other banks are not satisfied with their current position and ready to change jobs.

Thus, the characteristic features of the element of the labor market infrastructure are the obligatory presence of vocational training at any level; consequent understanding of their high social status and the corresponding requirements for the employer; full understanding not only of purely professional functions, but also the specifics of banking, consequently, additional obligations in relation to the employer; conscious awareness of the need for ongoing professional development as the only guarantee of a successful career.

Authoritative American organizations FootprintTalent and WAP Sustainability, which specialize in CSR, conducted a large-scale study to identify the ideal image of a specialist in social responsibility. To this end, 254 were interviewed Director General of the HR-departments and other top managers of leading companies.

The most important knowledge that identified respondents are familiar with the methods of improving the production process, such as LEAN and Six-Sigma, a basic understanding of business development and sales process, skills and ability financial reports to budget expenses, basic knowledge of environmental protection and public health.

Boston College Center for Corporate Citizenship (BCCC) also identified a number of key knowledge and skills, which should have a specialist in social responsibility. They were treated: the ability to implement corporate citizenship, taking into account social and business interests to get the value for both the company and society, skills in building mutually beneficial and trusting relationships with internal and external stakeholders, the ability to communicate within the company and outside it, the ability to implement strategy through the development of executive initiatives knowledge to establish and monitor the implementation of short-term and long-term goals and performance indicators.

What else should be able to 'social' manager? To influence others, 59.1% of respondents believe, to motivate others (39.8%), writing texts (38.9%), to manage the processes and the time (32.5%).

What is really an expert on corporate social responsibility? A detailed portrait of the manager creates all the same BCCC. Thus, the majority of experts in CSR (93%) - came from other industries, mainly from communications: 24.2% for the "native" is the industry PR, to 22.6% - corporate communications, to 23.9% - Marketing.[8]

Thus, CSR Manager at a commercial bank must have the above characteristics, which should be combined with the personal characteristics of the banking professional staff members, namely, as a rule, economic education, a high level of theoretical and practical knowledge of banking, banking information technologies, sustainable positive attitude towards profession and loyalty to the bank's corporate culture.[9]

Thus, the formation of corporate social responsibility implies that banks that accept the principles of social responsibility, undertake to implement mechanisms of social responsibility in their internal procedures and rules, and the management of corporate social responsibility in a commercial bank is a complex multifaceted process and requires the highest level of professionalism of bank employees.

At the same time, the financial market in general, and mainly in the retail banking sector acute shortage of qualified personnel, especially middle managers, which creates additional obstacles to CSR management of commercial banks.

This problem takes time to "growing" of specialists in CSR-oriented specificity of banking activities, as well as on the establishment of the institute of CSR in Russia.

References:

1. Corporate social responsibility in the banking sector. International business magazine "Sustainable Business» http://csrjournal.com/korporativnaya-socialnaya-otvetstvennost-v-bankovskoj-sfere.

2. Social responsibility in corporate governance. Portal "Business and Society. CSR. "http://www.b-soc.ru/theory-and-practice/materials/material/research/32

3.    The international environmental and social standards in ensuring the social responsibility of financial institutions / L.P. Gulyaeva, J.S. Tkachenko // Labour and Social Affairs. - 2010. - №10. p. 145.

4. E. Balakireva. Problems of recruitment to a commercial bank // "Personnel. Human Resource Management », N 9, September 2006.

5. Ochnev M., A. Kazeeva, E. Batrakova. The role of the manager of corporate social responsibility in the activities of a modern company. The magazine "Kontentus." №1. - 2014. http://kontentus.ru/

6.  How to become a professional in the field of CSR. Portal "Business and Society.CSR."http://www.b-soc.ru/theory-and-practice/materials/material/corpsocotv/85.

7. Manager of CSR: What is it? Business e-journal in the field of CSR and sustainable development "Sustainable Business» http://csrjournal.com/3680-menedzher-po-kso-kakoy-on.html.

8. Manager of CSR: What is it? Business e-journal in the field of CSR and sustainable development "Sustainable Business» http://csrjournal.com/3680-menedzher-po-kso-kakoy-on.html.

9.  Social portrait of the banker. AA Ravens // Proceedings of the Saratov University. 2013. 8. T. Ser. Sociology. Politics, vol. 1. p. 54.