Question

Technology provider Cisco Systems puts a high value on ethics and corporate social responsibility. Cisco is one of only three companies to appear on the business ethics publication Corporate Responsibility Officer's “100 Best Corporate Citizens” list every year in the list's first ten years. So it was no surprise that company leaders were concerned when an employee survey revealed that ethics and compliance issues training was seen as boring and dry. Cisco realized that it had been cramming ethics and compliance information down employees' throats. Because many of Cisco's employees are tech-savvy engineers who are more comfortable figuring things out for themselves, the old model of in-person PowerPoint-based training clearly was not working.

Accordingly, Cisco decided to revamp the ethics and compliance program for its 65,000 worldwide employees to make the training interesting, engaging, and fun. The company developed “Ethics Idol,” a cartoon-based parody of the television reality show American Idol, to engage employees in ethical decision making. Featured on Cisco's intranet, employees view four cartoon “contestants,” each of whom sings the tale of a different, complicated ethical situation. The three judges then give their decisions as in American Idol.

The themes of the song parodies include international trade regulations and chain-of-command issues when reporting malfeasance or harassment. The parodies are purposely vague to make employees really think about the ethical issues. After viewing the judges' decisions, employees vote on which of the three judges gave the most appropriate response to each situation, and instantly see how their vote matches up companywide. Cisco's ethics office then weighs in at the end of each episode to give the correct answer based on the company's official ethics and compliance standards.

Thanks to its ability to easily change the language in which it is broadcast, Ethics Idol is being rolled out to Cisco employees globally. The Ethics Idol program not only got Cisco employees to learn more about ethics and compliance, but it also gave the company momentum when it decided to rewrite its Code of Business Conduct in more simple and clear language. Cisco's new code was introduced shortly after Ethics Idol was rolled out, and within ten weeks, 99.6 percent of Cisco employees certified that they had received and read the new document. A survey of employees found that 94 percent agreed that the new code was easy to read, and 95 percent agreed that it was easy to comprehend.

Ethics Idol has been a hit among the technology-loving employees at Cisco. As one expert says, “You cannot teach people morality, but you can teach them how to deal with the ethical problems they encounter in the hopes they will make a good decision.” Ethics Idol has done just that by matching the communication medium to the audience and making learning fun.

1. What are the advantages of Ethics Idol as an ethics training communication medium over in-person PowerPoint training?

2. Would you enjoy this type of training program? Why or why not?

3. Can you think of other ways ethics and corporate social responsibility information could be communicated in an engaging way?

Answer 1

ANSWER 1:

The advantages of Ethical Idol as an ethics training communication medium over an in-person PowerPoint presentation are as follows:

1. It is more fun and engaging

The employees find Ethical Idol more interesting and fun. It is more engaging as well. The traditional PowerPoint presentations are boring since the presenter gives the presentation over moral issues and it lacks fun and excitement. The employees can enjoy Ethical Idol as a fun game and they will learn about the ethical issues as well.

2. People can access it any time

The presentations have to be attended by the employees at a specific time but they can enjoy the Ethical Idol at any time. It does not require them to get together at a particular place and at a particular time. They can access it using their individual computer systems

3. It promotes the employees to think over the ethical issues

The presentations are usually one way and the employees are not usually interested in participating and discussing things in the presentations. On the other hand, Ethical Idol makes the employees choose the judge whose judgement was the most accurate according to them. This helps to engage them in the training and they would think upon the ethical issues. It builds up their interest.

4. It is available in different languages

Ethical Idol is available in different languages. The employees can choose the language in which they are comfortable. But, they can not change the language in which the presenter would give the PowerPoint presentation. The presentation is usually given in the official language spoken at a place. Some employees may not be efficient in that language. Ethical Idol solves this issue.

ANSWER 2:

Yes, I would enjoy such training program. I would like it because it is very fun and engaging. When I'm working in an organization, I must be aware of the code of conduct and ethical beliefs it follows. It is important to understand and apply the ethical beliefs of the organization in the day-to-day activities at work. This ensures that the activities are in line with the organizational ethics. For this to happen, the employees must be trained and taught about the ethical issues, code of conduct and the ethical beliefs of the organization. But, the PowerPoint presentations are very boring sometimes. The employees do not focus on the training when it is not fun and engaging. On the other hand, Ethical Idol fulfills this need by acting as a fun and engaging training medium for the employees. I would not feel bored and I would be able to learn more through such kind of training. It would allow me to think over the ethical issues and put forward my view regarding how to react in different ethical situations. After submitting my response, I would also get to see the correct answer as per the company's code of conduct ans ethical issues. Thus I would be more engaged in the whole procedure and learn about the ethical aspects effectively.

ANSWER 3:

The organizations can use the following ways to communicate ethics and corporate social responsibility in an engaging way:

1. Through competitions and games

The companies may organise competitions for the employees where they would participate and choose the correct answer for ethical dilemmas. The teams who score more points must get some prizes. This would make it more fun and engaging.

2. Through cartoon movies

The companies may create some animated movies on the themes related to ethical issues and corporate social responsibility. The characters in the movie would showcase the different ethical issues that arise in the company and they would act in a way which is ethically correct as per the company's beliefs. The movies would be fun to watch and the employees would prefer them over boring presentations.

3. Through plays and dramas

A company may prepare plays and dramas which depict the ethical issues and how to tackle them. The employees would feel engaged to watch a play. It would be fun as well.