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

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.

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.

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.[1]

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.[2]

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.[3]

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.[4]

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. 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/

2.  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.

3. 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.

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