Let me let you know just a little about Rock Content material’s social influence story, from our function to actions, outcomes and classes realized.
We at present hear the next query, “Why are you doing social influence?”, and lets say that we do what we do for 2 major causes: as a result of it’s the correct 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 correct 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 are able to and should use our data, expertise and instruments to assist the individuals in our neighborhood. 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 individuals in Digital Advertising programs.
We determined to evolve on this strategy. Since 2019, now we have structured our influence initiatives beneath 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 and products to advertise social change. Moreover, trying 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 workers’ volunteer time. As we speak, 52.8% of Rock Content material’s crew consists of girls, and 49% of management positions are held by girls. The query is: what did we do to realize that? Let’s go deeper into it.
Sharing our mission with everyone
All the means of turning into a structured, dedicated firm that wishes a greater world was solely doable as a result of we made certain Rock Content material’s mission made sense for our complete workforce. This workforce is greater than 400 individuals robust, distributed throughout 20 international locations. 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 at this time, with a terrific presence within the US, Canada, Brazil and Mexico. Greater than the enterprise facet of this phrase, fascinated with our Rockers and neighborhood, we may use this assertion as an incentive to offer 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 optimistic influence on the planet.” With that, we licensed that this strategy may 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 overlook that your mission must make sense to all stakeholders. If you need development, this development must be shared. Your mission is the core of your organization, so individuals might be reminded of it and can ask for actions aligned with it — with function.
2021 Social influence report
As we speak, social influence is a shared dedication from all Rock Content material stakeholders. We’re aligned with the United Nations’ Sustainable Improvement 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 lately, 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 kind that there was a change of their situations 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 packages, to carry schooling to younger individuals with fewer situations to enter the job market:
“I grew to become an expert communicator due to the Rock Content material packages. With the scholarships and packages, I spotted I’ve a terrific affinity with the communication sector. As we speak, I’ve an internship in Social Media, and I can apply a lot of what I realized within the programs I had entry to by Rock ‘n’ Develop. This improved my high quality of life so much. I want that everybody I do know may additionally do it.”
In 2021, to realize these outcomes with schooling initiatives, Rock Content material targeted on two vital 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 strategy to assist underrepresented individuals who have a month-to-month household revenue of lower than USD $48,000/yr. 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 mushy expertise for younger individuals 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. Fairly, we try to be nearer to those younger individuals and allow development of their mushy expertise and expertise about how one can 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% obtained 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 workers.
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 want to have had.”
Certainly, volunteering is a good technique to have interaction, reinforce your tradition, and develop talents similar to communication and management expertise inside your crew.
Achievements of variety, fairness and inclusion
Rock Content material additionally holds a number of inner and exterior occasions related to Range, Fairness and Inclusion (DEI).
We create inner insurance policies and honor our Code of Conduct relating to discrimination. We run coaching periods and campaigns targeted on our workers’ 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 corporation 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 boundaries which have slowed down my improvement for therefore lengthy.”
These had been among the examples that give us a 52.8% girls worker composition, and 49% of management positions occupied by the identical gender.
We nonetheless have a protracted street forward. However we actually consider we’re on the correct path. We’ll proceed to work towards having a tradition of schooling and insurance policies to struggle in opposition to any form of discrimination and cut back all gaps primarily based on gender, race, disabilities, and affective-sexual orientation, amongst others.
Why will we do this? As a result of it’s the correct factor to do. And this opens vital 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, an especially vital subject for manufacturers and society at this time. You possibly can obtain the journal right here, it’s fully free! Good studying!
