I’m sure most of you have seen how companies are doing massive layoffs due to the economic conditions over the past few months. We’ve seen how DBS has handled that badly and have now announced that they will be cutting bonuses too like most of the other banks.

But is that what you want ppl to remember you for when the going gets tough? I like the idea what the “wizad of wow” provides here. Essentially it involves transaction based giving. Getting customers more involved with a brand is a really a branding 101 thinking, but i think this idea could be taken one step further.

With Singaporeans not trusting such efforts due to NGOs embezzling money with the NKF scandal, the transparency issue with CSR is vital if you want to paint of a picture as a company who is giving.

DHL provides a service where you can track where your delivery is going. Similarly, this is where a company can have a website which is a social media platform. A blog, youtube videos, podcasts, micro-blogging etc. can showcase how the money has gone to help the cause which you company has pledged itself to help.

Yet, some might argue how can u implement this when we’re already laying off ppl and cutting bonuses? Obviously you should have thought of this earlier to avoid the finance guys hounding you for the budget but this is where not all companies can execute this. Those companies which have been touted as a safe haven by analysts should practice this. You not only build your reputation as a safe haven but you show that you can give at a time like this.

Governments with the excessive reserves should also practise this, after all, it’s a job where it requires caring for the people’s welfare. So why not distribute that moeny around a little? (Plus i like it that my fines end up helping someone)

So in this holiday season with the gloomy outlook, how do you want to tell the story of your company?