Benedek Andrea

Background. The initiation of social responsibility on the part of a company – according to which corporations integrate social and environmental exercises in their business activity – has gained more publicity recently, so the CSR has become common knowledge. However, the CSR which was created in the interest of sustainable development is not exclusively the privilege of the organizational environment. The elements of social responsibility are those that can be integrated and realized in the non-business sphere, out of which the present study focuses on social and employment matters.
Research aims. The research aim is to cognize the employees’ expectations in public schools, the general attitude of employees regarding their labour and social sensitivity, and the internal communication of public schools.
Method. The research applied the focus group depth interview method.
Key findings. According to the results, differences can be seen in the preference of em-ployment and social matters between the business and non-business sectors. One of them is the need for employees to have esteem and also the knowledge of the explicit effects that must be improved. The role of trainings is important, but the adaption of responsible organisational solutions, methods (family-friendly view, healthy working environment, gender equality, activities outside work etc.) can help to improve proactive motivation among employees and also the inner communication that motivates employees.

Background. It is more and more evident that long-term sustainable management cannot be
carried out based only on financial data. Corporations operating in a market economy
environment do not only aim at profit maximization as they have already realized that their
performance depends on the sustainability of the environment and society. Financial
motivations are the engine of corporate management, however, corporations can still serve
common wealth. Capitalism offers ever so many possibilities, opportunities for corporations
to be socially responsible.
Research aim. This study was carried out to examine the CSR attitudes and commitments
of the management of a corporation operating in the capitalist environment as well as to
study their exact CSR practices.
Method. The research is based on the questionnaire carried out among domestically and
internationally owned SMEs in Hungary. The so-called snowball sample method was used.
Key findings. The study attempts to find and reveal the reasons for the gap between the
manager attitude and CSR practice based on the VoC.

To reveal the company’s social policy publicly – in the form of certificates, indices or reports – occurs more and more often in the corporate practice and communication. The year 2011 has a special role among the campaign of the European Union since 1983. This year the main focus is on voluntariness, which is one of the principles of the European Union, the aim is to draw the attention of the European people to the significance of voluntariness.
The advantage of the companies’ voluntary programme is that through the internal communication a more effective cooperation can be ensured among the employees and nonbusiness. So more and more companies feel the need of the CSR activities, with which they can create competitive advantage for themselves. The research focuses on the nonbusiness group, and examines its relationships and cooperation with other organizations and groups.
The aim of the research carried out in Hungary is to discover and unveil the aims and motivations of the above mentioned segments, and whether the opposing parties, in economic sense, are able to cooperate for one goal in the interest of the community and environment.
The research raises the following questions: What kind of donations is offered from the businesses and from the civil people? Do they comply with the expectation and necessities of the nonbusiness? Is their cooperation useful? Are they able to solve their problems, to communicate effectively?
The results of the research showed similarities with the literature, i.e.: the influencing factors of CSR are the effective communication, the realized cost and benefits for the donor, the empathy, the norm system of the individual and the expectation of the society.
The importance of CSR appears at more and more forums (CSR market, corporate PR etc.). However, to be able to speak of appropriate CSR that is already built-in the value system of the individuals – especially from the viewpoint of society, ecological and economic sustainability – Hungary has a long way to go as there is still a great lack of empathy, internal motivation and social sensitivity, which can only be inherited through culture.
Communication forms the base of offering assistance, as without it the realization of needs
is not possible. The sceptics often accuse the companies that the CSR practice from their part is nothing else only PR activity, however, it was proven by the present research that the donor companies do not require publicity.