Comunicación y transmisión de los valores de responsabilidad social en la Escuela Técnica Superior de Ingenieros Industriales de la Universidad Politécnica de Madrid (ETSII-UPM)

On top of the traditional mechanisms to disseminate the strategy on Social Responsibility (SR) (e.g.: reports, newsletter, email, website, etc.) the implementation of complementary initiatives is necessary to permeate the social responsibility culture into the organization. In this sense, SR values and principles should be taken into account for the organization management, increasing the coherence between policies and actions. The School of Industrial Engineering of the Technical University of Madrid (ETSII-UPM) is developing a pioneering project with this aim. This project can be used as an example for other universities interested in the establishment of SR in different areas of their activity. This paper shows the planning and starting up of the project, designed to reach the target of SR permeation from the top management, that define the strategy, to the rest of the people that belong to the organization. This initiative, named “Sustainability Antennas”, consists of the setting-up of two groups segmented according to the activities that their members develop in their daily work: One group oriented to research and teaching, while the other to management . With this initiative, the ETSII-UPM pretend to identify social responsibility issues that worry the employees and stakeholders and to involve them in the design of improvement actions.