Employees perceptions of benefits of corporate social responsibility by Safaricom Limited

Abstract

The aim of the study was to establish benefits of corporate social responsibility at Safaricom Limited. The study used descriptive research design with a target population of 100 employees of Safaricom whereby primary data was used. The researcher employed open-ended questionnaires in order to obtain responses from the sample population. Descriptive data analysis was employed in analyzing the data presented in the study. Ultimately the research findings Safaricom practices CSR by choosing its own unique activities. The range of activities the firm is involved in included provision of good working conditions for employees, enhanced employees’ welfare, truthful advertising, and empowering communities through provision of social services and food security and environmental conservation. Participation availability of resources, sustainability of projects, the moral obligation of giving back to the community as well as various regulations were some of the factors influencing corporate social responsibility practices adopted by Safaricom Ltd Implementation of CSR activities in the organization was largely done through employees, volunteers and other key stakeholders. The study further concluded that CSR needs joint participation of key stakeholders like employees for its sustainability. Attraction and retention of talented employees, increased growth in market share, enhanced brand image and reputation and employees get more committed, proud and happy of the organization were some of the benefits of CSR. It is recommended that Safaricom Limited ought to engage the stakeholders more to enable them perceive value in all CSR activities so as they support the firm’s engagement in it. Most interviewees agreed that corporate social responsibility activities had been of benefit to employees. This was reflected in the improved company image, increased number of customers, attracting outstanding employees and improved profitability.