Let me inform you a bit about Rock Content material’s social impression story, from our objective to actions, outcomes and classes discovered.
We presently hear the next query, “Why are you doing social impression?”, and let’s imagine that we do what we do for 2 essential causes: as a result of it’s the precise factor to do, and this opens essential conversations in lots of locations.
After all, we would have liked a while to know that we had been really following the precise path. As with all firm, we aren’t born prepared, however independently we all know that we need to be higher to our stakeholders — together with clients and buyers — however not solely them, and never above others.
Step one was recognizing that we are able to and should use our information, expertise and instruments to help the folks in our group. Rock Content material was based in 2013, following an academic path to assist the market develop. That’s why now we have Rock College, which has licensed greater than 500,000 folks in Digital Advertising programs.
We determined to evolve on this strategy. Since 2019, now we have structured our impression initiatives underneath Rock.org, our social arm, to realize the outcomes and journeys we observe now.
We made it clear that, as an organization, our mission is to share our information, services and products to advertise social change. Moreover, wanting inward, we understood that change additionally wanted to come back from the within out.
The results of all of our efforts speaks for itself. In 2021, Rock Content material impacted 20,000 folks by donating Rock College scholarships and our staff’ volunteer time. At present, 52.8% of Rock Content material’s crew 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 everyone
Your entire means of turning into a structured, dedicated firm that wishes a greater world was solely potential as a result of we made positive Rock Content material’s mission made sense for our complete workforce. This workforce is greater than 400 folks robust, distributed throughout 20 nations. Our Rockers!
For a very long time, our said mission was to “allow development alternatives.” That made sense for the form of firm we wished to be and has guided us to develop into the worldwide firm we’re right now, with a terrific presence within the US, Canada, Brazil and Mexico. Greater than the enterprise aspect of this phrase, fascinated by our Rockers and group, we might use this assertion as an incentive to provide alternatives to underrepresented teams.
Now, now we have a brand new mission — one which higher represents our willingness to create development alternatives with wonderful content material and speaks to a broader mission: “Making Advertising higher whereas having a constructive impression on this planet.” With that, we licensed that this strategy could be multiplied in our group.
So, if I can share a tip concerning the path we’re monitoring: wherever your organization goes, don’t neglect that your mission must make sense to all stakeholders. In order for you development, this development must be shared. Your mission is the core of your organization, so folks shall be reminded of it and can ask for actions aligned with it — with objective.
2021 Social impression report
At present, social impression is a shared dedication from all Rock Content material stakeholders. We’re aligned with the United Nations’ Sustainable Growth targets in 4 commitments: High quality Training, First rate Development and Job Alternatives, Gender Equality, and the Discount of Inequalities.
As members of the Pledge 1% motion, we donate time and merchandise. Extra just lately, in 2021, we signed an settlement to donate 1% of our shares to training 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 situations of employment, training, 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 packages, to carry training to younger folks with fewer situations to enter the job market:
“I turned an expert communicator due to the Rock Content material packages. With the scholarships and packages, I noticed I’ve a terrific affinity with the communication sector. At present, 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 means of Rock ‘n’ Develop. This improved my high quality of life loads. I want that everybody I do know might additionally do it.”
In 2021, to realize these outcomes with training initiatives, Rock Content material centered on two essential issues: how we are able to collaborate to develop expertise and the way we are able to 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 method 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 deal with gentle expertise for younger folks beginning their skilled careers. Rockcamp was born! A program which have weekly mentoring periods 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 deal with scalability. Quite, we attempt to be nearer to those younger folks and allow development of their gentle expertise and expertise about easy methods to behave initially of their journey. Within the pilot version, in June of 2021, we had the participation of 15 college students — from that, 33% bought a job throughout or after this system — two of them work as younger apprentices right here at Rock Content material.
To make these outcomes potential, we would have liked to hitch forces with 15 accomplice 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 skills reminiscent of communication and management expertise inside your crew.
Achievements of variety, fairness and inclusion
Rock Content material additionally holds a number of inside and exterior occasions linked to Variety, Fairness and Inclusion (DEI).
We create inside insurance policies and honor our Code of Conduct concerning discrimination. We run coaching periods and campaigns centered on our staff’ well-being, well being, and empowerment.
All this effort is to make our complete crew 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 really turned its speech into motion:
“Seeing issues occur made me hope once more for a greater world. I’m a lady, mom, black, visually impaired, and from a poor group. 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 therefore 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 an extended street forward. However we really imagine we’re on the precise path. We’ll proceed to work towards having a tradition of training and insurance policies to combat in opposition to any form of discrimination and scale 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 precise factor to do. And this opens essential conversations in lots of locations.
This text can also be within the new problem of Rock Content material Journal, launched this August. On this problem we carry unbelievable content material about variety, inclusion and accessibility, a particularly essential matter for manufacturers and society right now. You possibly can obtain the journal right here, it’s utterly free! Good studying!
