A POWERFUL CSR STORY

THE CHALLENGE
ADP is known for being a leader in payroll, benefits and HR management services. The company is also highly regarded for its strong work in corporate social responsibility, including recognition as one of the Top 50 Companies for Diversity (Diversity Inc. magazine) and one of the World’s Most Admired Companies (Fortune).

So when the company decided to create their first full report on all of their corporate responsibility efforts, they called WordsFresh for assistance.

ADP has been leading in many areas of corporate social responsibility for more than a decade, but they had never published a cohesive corporate social responsibility (CSR) report. With more than seven different content categories to report on, ADP asked WordsFresh to lead the project they dubbed “One Voice,” since the content was fragmented and didn’t have a consistent brand narrative.

Here’s how we helped ADP pull together information from many content leaders to align the story of their efforts with the company’s brand voice.

OUR STRATEGY
At WordsFresh, we know that corporate sustainability and social responsibility are critical issues of interest to multiple stakeholders, including investors, consumers and even potential employees. So a CSR report is about so much more than showcasing a company’s volunteer hours or coffee-cup recycling program.

Our approach was to create a high-level framework to connect the various content chapters back to ADP’s corporate values. Rather than simply enumerating chapters on Ethics, Environment and Engagement, we created an approach that was bigger than the sum of its parts.

THE SOLUTION
The WordsFresh solution was to tell the story of ADP’s social responsibility efforts by tying to the corporate positioning statement “a more human resource.” By arranging the various content chapters into the groups of humans positively impacted by their efforts – associates, clients, communities and the world – the business case for ADP’s social responsibility efforts couldn’t be clearer. The company is a more human resource, working to enhance the livelihoods of millions of people around the globe.

RESULTS

ADP’s inaugural corporate social responsibility report helped the company connect its stakeholders more deeply to the company’s goals and objectives.