CSR at Cisco targets human capital

'CSR is a relatively new thing that is evolving in the region,' said Hussam Kayyal, Cisco's program director for corporate citisenship in the MENA region. 'There is a lot of exploration going on.'

CSR can mean different things for organisations depending on their vision and how they choose to define it, he said. For some companies, CSR is a way to build brand value, while others do it for political reasons. 'In the Gulf, when people think of corporate responsibility, they often think of Zakat, or charity, because it is one of the guiding principles of Islam,' he said.

But CSR is about much more than charity, Kayyal said. 'It is not just about giving money to the community. It is about being a responsible citizen in terms of the environment, business ethics, and community development.'

Partnering with communities

In some cases money is not the issue at all, but instead what is important is providing know how and putting people and resources on the ground to ensure that program goals are being met. Partnering with communities also is critical to encourage local ownership and transfer of knowledge so that programs will be sustainable for the long term, he added.

Companies that participate in CSR benefit from a strengthened position and reputation within society, a long-term 'return' on social investment in the form of a more prosperous economy, and the opportunity to innovate and test new products and services, he said.

Cisco's CSR initiatives in the region place particular emphasis on developing human capital. 'The biggest challenge for Gulf countries is training and developing their local population so that they have the skills they need to enter the workforce,' he said.

Jordan Education Initiative

One of first programs that Cisco became involved with in the region was the Jordan Education Initiative, an e-learning project that aims to leverage technology and transform the country's development and delivery of education.

The program has provided technology and training to 100 specially selected 'Discovery Schools,' and it has developed a unique e-curriculum for key subjects such as math, science, information technology, Arabic, and English.

Building on the success of the Jordan program, Cisco has taken the lead on a similar initiative in Egypt, where it is establishing 1,000 'Networking Academy' sites across the country to bring information technology to underprivileged communities. Using specially equipped vans outfitted with satellite Internet connections and data projectors, the company takes its five-week 'Cisco IT Essentials' course on the road to the local communities. About 16,000 participants, nearly 45 per cent women or girls, have taken the course.

Another key area that Cisco's CSR team focuses on is relief efforts, Kayyal said. In September 2006, Cisco was one of five U.S. companies that teamed up to form the Partnership for Lebanon. Working through public private partnerships and with the Lebanese people, the program focuses on expanding the reach of education and workforce training, creating jobs, building out the country's technology infrastructure, and connecting communities and government.

See also:
Watching CSR progress
CSR & globalisation: in hearts and minds?