ABSTRACT
Employees know the inside story, they can see through the spin, and they observe how the company's representatives really behave. Linda Spevacek makes the point that it is important to create a connection and to explain why companies are actually engaging in CSR and sustainability, especially to employees. More than other stakeholders groups, employees expect CSR communications to reach them on an emotional level. Lesa Ukman emphasizes that employees are very much like consumers because they are consumers as well. Walmart releases an annual Global Responsibility Report (GRR) which tells the story of our accomplishments and challenges in achieving our three aspirational corporate sustainability goals. A meaningful communication about CSR should also point to additional resources for those who are curious to learn and share more, as well as encourage associates to be brand ambassadors by telling fellow associates, customers, family and friends about the great things their company is doing to improve the community or environment.
