Let me let you know somewhat about Rock Content material’s social impression story, from our objective to actions, outcomes and classes discovered.
We at present hear the next query, “Why are you doing social impression?”, and lets say that we do what we do for 2 foremost causes: as a result of it’s the suitable factor to do, and this opens vital conversations in lots of locations.
After all, we would have liked a while to know that we had been really following the suitable path. As with all firm, we aren’t born prepared, however independently we all know that we wish to be higher to our stakeholders — together with prospects and buyers — however not solely them, and never above others.
Step one was recognizing that we will and should use our data, expertise and instruments to help the individuals in our neighborhood. Rock Content material was based in 2013, following an academic path to assist the market develop. That’s why we now have Rock College, which has licensed greater than 500,000 individuals in Digital Advertising programs.
We determined to evolve on this method. Since 2019, we now have structured our impression initiatives below Rock.org, our social arm, to realize the outcomes and journeys we comply with now.
We made it clear that, as an organization, our mission is to share our data, services to advertise social change. Moreover, wanting inward, we understood that change additionally wanted to return from the within out.
The results of all of our efforts speaks for itself. In 2021, Rock Content material impacted 20,000 individuals by donating Rock College scholarships and our staff’ volunteer time. In the present day, 52.8% of Rock Content material’s staff consists of girls, and 49% of management positions are held by ladies. The query is: what did we do to realize that? Let’s go deeper into it.
Sharing our mission with all people
The complete technique of changing into a structured, dedicated firm that wishes a greater world was solely doable as a result of we made positive Rock Content material’s mission made sense for our whole workforce. This workforce is greater than 400 individuals sturdy, distributed throughout 20 nations. Our Rockers!
For a very long time, our acknowledged mission was to “allow progress alternatives.” That made sense for the sort of firm we wished to be and has guided us to develop into the worldwide firm we’re right this moment, with a terrific presence within the US, Canada, Brazil and Mexico. Greater than the enterprise aspect of this phrase, desirous about our Rockers and neighborhood, we might use this assertion as an incentive to offer alternatives to underrepresented teams.
Now, we now have a brand new mission — one which higher represents our willingness to create progress alternatives with superb content material and speaks to a broader mission: “Making Advertising higher whereas having a constructive impression on the earth.” With that, we licensed that this method might be multiplied in our neighborhood.
So, if I can share a tip in regards to the path we’re monitoring: wherever your organization goes, don’t neglect that your mission must make sense to all stakeholders. If you would like progress, this progress must be shared. Your mission is the core of your organization, so individuals can be reminded of it and can ask for actions aligned with it — with objective.
2021 Social impression report
In the present day, social impression is a shared dedication from all Rock Content material stakeholders. We’re aligned with the United Nations’ Sustainable Growth objectives in 4 commitments: High quality Schooling, Respectable Progress and Job Alternatives, Gender Equality, and the Discount of Inequalities.
As members of the Pledge 1% motion, we donate time and merchandise. Extra not too long ago, in 2021, we signed an settlement to donate 1% of our shares to schooling and employability initiatives.
In 2021, 19,322 college students had been impacted by Rock College course donations, and 13,462 certifications had been achieved. Moreover, 73% of the scholarship holders indicated in a suggestions type that there was a change of their circumstances of employment, schooling, or another space of their life after taking the programs.
It’s the journey of João Medeiros (18 years), a participant of the Rock ‘n’ Develop and Rock Camp applications, to deliver schooling to younger individuals with fewer circumstances to enter the job market:
“I grew to become an expert communicator due to the Rock Content material applications. With the scholarships and applications, I spotted I’ve a terrific affinity with the communication sector. In the present day, I’ve an internship in Social Media, and I can apply a lot of what I discovered within the programs I had entry to by way of Rock ‘n’ Develop. This improved my high quality of life so much. I want that everybody I do know might additionally do it.”
In 2021, to realize these outcomes with schooling initiatives, Rock Content material centered on two vital issues: how we will collaborate to develop expertise and the way we will get nearer to the individuals who want this improvement.
First, we hold our Rock ‘n’ Develop program, with donations of scholarships at Rock College. It is a option to help underrepresented individuals who have a month-to-month household revenue of lower than USD $48,000/12 months. The programs assist most of our beneficiaries to develop their technical expertise in Advertising, social media, gross sales, and buyer success.
Analyzing the employment market, we additionally determined to create a brand new program — that was the brainchild of a former Rock Content material worker — and give attention to mushy expertise for younger individuals beginning their skilled careers. Rockcamp was born! A program which have weekly mentoring classes for nearly three months with Rock Content material’s professionals to be extra ready for his or her profession.
On this program, we don’t give attention to scalability. Somewhat, we try to be nearer to those younger individuals and allow progress of their mushy expertise and expertise about the right way to behave in the beginning of their journey. Within the pilot version, in June of 2021, we had the participation of 15 college students — from that, 33% received a job throughout or after this system — two of them work as younger apprentices right here at Rock Content material.
To make these outcomes doable, we would have liked to hitch forces with 15 companion organizations. This amounted to 1,698 volunteer hours from our staff.
For Helena Chang, our Product Director and participant in our Volunteer Week 2021, volunteering means “caring, passing on to others, and serving to to create the identical alternatives you had or wish to have had.”
Certainly, volunteering is a superb technique to interact, reinforce your tradition, and develop talents equivalent to communication and management expertise inside your staff.
Achievements of variety, fairness and inclusion
Rock Content material additionally holds a number of inner and exterior occasions linked to Variety, Fairness and Inclusion (DEI).
We create inner insurance policies and honor our Code of Conduct concerning discrimination. We run coaching classes and campaigns centered on our staff’ well-being, well being, and empowerment.
All this effort is to make our whole staff really feel like Raissa Costa, our Employer Branding Analyst. For the primary time in her 13-year profession, she lastly feels that she is working in a company that truly turned its speech into motion:
“Seeing issues occur made me hope once more for a greater world. I’m a girl, mom, black, visually impaired, and from a poor neighborhood. Being understood and having the ability to construct improvement alternatives is one thing new in my skilled life. And I lastly really feel that I’m in a spot that gives me with the psychological safety to take care of the limitations which have slowed down my improvement for thus lengthy.”
These had been among the examples that give us a 52.8% ladies worker composition, and 49% of management positions occupied by the identical gender.
We nonetheless have a protracted highway forward. However we actually imagine we’re on the suitable path. We’ll proceed to work towards having a tradition of schooling and insurance policies to struggle towards any sort of discrimination and cut back all gaps based mostly on gender, race, disabilities, and affective-sexual orientation, amongst others.
Why will we try this? As a result of it’s the suitable factor to do. And this opens vital conversations in lots of locations.
This text can be within the new problem of Rock Content material Journal, launched this August. On this problem we deliver unbelievable content material about variety, inclusion and accessibility, an especially vital subject for manufacturers and society right this moment. You possibly can obtain the journal right here, it’s utterly free! Good studying!
