September 2018
M
anufacturing requires laser focus and a clear
vision, yet many find that same commitment
can quickly detach a business leader from the day-
to-day world around them. They can lose contact
with their local community.
“It’s important that manufacturers prioritize and
create schedules that allow for a focus on their
community,” said Paul Aultman, president of
Vantage Plastics in Standish. Vantage was the
recipient of the 2017 MFG Community Impact
Award at the MFG Excellence Awards last November.
Developing a clear corporate social responsibility
(CSR) plan can help businesses struggling to juggle
their time to properly dedicate resources — money,
time, talent, influence, policies — to improving their
community. A CSR plan reconnect a manufacturer
with its local and global community while providing
unexpected benefits along the way.
Why do it?
“You don’t need to choose between the growth
and profitability of a business and being a good
community steward — the two complement one
another,” Aultman pointed out. “There is so much
we want to do and most of us have a growing list of
opportunities to help better our community. It just
takes time and dedication.”
For manufacturers seeking to increase community
engagement, developing internal efforts toward
greater CSR can be an important first step. Once a
strategy is in plac e, successful CSR efforts can allow
your business to:
• Improve brand reputation
• Attract new talent
• Boost employee morale
Improve Brand Reputation
The best cure to avoid losing touch is to develop
a public presence and positive reputation in your
local community.
“Open community communication is critical,”
explained Brad Lawton, chairman & CEO of Star
Cutter Company in Farmington Hills. “Over the
years we’ve provided local leaders with tours of our
facilities so they are confident we are promoting
‘environmentally friendly’ manufacturing principles
and providing a safe working environment for our
most important assets, employees.”
A recent Nielsen study found that 55 percent of
consumers would actively travel additional distance
and pay extra for products sold by companies that
had a positive social impact. i Showing a conscious
awareness of its role as an environmental steward
can improve how you are publicly perceived.
“It’s important to give back to our communities
because it’s where we spend our time,” said Jordan
Thieme, director of operations for Bridgeport-based
MiMfg Magazine
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Every opportunity to connect, develop
worthwhile conversations and promote
your role outside the facility can be the
spark for something incredible — you
never know where it might lead.
— Kelly Victor-Burke
Burke Architectural Millwork
Amigo Mobility. “Seeing the community thrive makes
going to work that much better. Being goodwill
ambassadors boosts not only our internal morale but
also impacts the local neighborhood in countless,
positive ways.”
Your business should also develop relationships
with media outlets — television, newspaper, radio
and social media influencers — and local community
colleges and universities so your volunteer efforts
connect back with your brand.
“Every manufacturer should get involved with
local educators to help develop rewarding training
programs,” offered Kelly Victor-Burke, CEO of
Burke Architectural Millwork, a small manufacturer
located in Livonia. “You should also connect with local
and regional organizations and statewide associations
like MMA. Every opportunity to connect, develop
worthwhile conversations and promote your role
outside the facility can be the spark for something
incredible — you never know where it might lead.”
Attract New Talent
One benefit to an active and engaged
CSR strategy is the positive light it shines on
manufacturing career opportunities.
“A lot of people still have a misguided view of
manufacturing and it can be based on concerns
going back decades, no matter how much has
changed,” explained Chuck Hadden, MMA
president & CEO. “Dark and dirty facilities
are now brightly lit and much safer. Low wage,
stagnant jobs have been replaced by high-paying
Gerdau employees like Kenya, Velinda and
Tom are actively involved in volunteer efforts
in the communities surrounding its facilities.