Developing corporate social responsibility communications guidelines for an occupational pension fund
Niesing, Jonne Marthijn (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060114039
https://urn.fi/URN:NBN:fi:amk-2022060114039
Tiivistelmä
The main objective of this thesis is to research how the members of an occupational pension fund value the fund’s corporate social responsibility policy and how the members can be reached with more information regarding this policy. The occupational pension fund that is subject to this research is SPH, the mandatory Dutch pension fund for general practitioners.
Due to the mandatory nature of the pension scheme and because the vast majority of SPH members are self-employed and pay their pension contributions monthly out of pocket, the members of SPH are usually very involved with their pension fund.
While corporate social responsibility is becoming an increasingly important asset in the pension world, much is still unclear about what this entails. Various definitions are discussed in the literature review.
An important aspect of corporate social responsibility is communicating it to the stakeholders. In this thesis, the focus is on communicating with the members of SPH. In this context, communication is seen as integrated communication, a combination of different facets. From marketing to the relationship.
This thesis looks very concretely at how a corporate social responsibility policy can be translated as effectively as possible into clear and relevant communications for the members of SPH.
The research was conducted as a case study. It consisted of 3 parts; a kick-off in a round table discussion, the main points of which were included in a large-scale member survey, the out-comes of which were checked again with a small control group in a round table discussion.
The various studies showed that, in general, the loudest voices came from the most extreme points of view, but that the GP generally thinks much more nuanced about corporate social responsibility than may appear from the sometimes heated discussion.
The main conclusion is that the members with a more extreme point of view are usually very involved and need more and more specific communication. The advice to the board of SPH is therefore to start a communication programme, especially for this group of members.
Due to the mandatory nature of the pension scheme and because the vast majority of SPH members are self-employed and pay their pension contributions monthly out of pocket, the members of SPH are usually very involved with their pension fund.
While corporate social responsibility is becoming an increasingly important asset in the pension world, much is still unclear about what this entails. Various definitions are discussed in the literature review.
An important aspect of corporate social responsibility is communicating it to the stakeholders. In this thesis, the focus is on communicating with the members of SPH. In this context, communication is seen as integrated communication, a combination of different facets. From marketing to the relationship.
This thesis looks very concretely at how a corporate social responsibility policy can be translated as effectively as possible into clear and relevant communications for the members of SPH.
The research was conducted as a case study. It consisted of 3 parts; a kick-off in a round table discussion, the main points of which were included in a large-scale member survey, the out-comes of which were checked again with a small control group in a round table discussion.
The various studies showed that, in general, the loudest voices came from the most extreme points of view, but that the GP generally thinks much more nuanced about corporate social responsibility than may appear from the sometimes heated discussion.
The main conclusion is that the members with a more extreme point of view are usually very involved and need more and more specific communication. The advice to the board of SPH is therefore to start a communication programme, especially for this group of members.