Social
& Ethical Accountability Model (SEAM)
Many
organisations believe that they are socially and ethically
responsible. Most believe that they achieve a good outcome for the
people in their organisation, the people in their community and for
society. They may also believe that they do not adversely impact
those communities.
Businesses, associations, community
organisations, co-operatives, governments and a host of others,
regardless of their structure, have a range of reasons for wanting
to examine their outcomes and how they contribute to a sustainable
future.
An organisation may need to:
 |
Add value to a marketing
campaign |
|
Build and enhance
corporate image |
|
Support submissions to
government and others |
|
Manage risks to corporate
image or reputation |
|
Respond to greater
transparency of
information |
What is
SEAM?
The Social & Ethical Accountability
Model (SEAM) is a framework for decision making developed by the
Australian Social and Ethical Accountability Centre (ASEAC). It
is a practical, structured, modular method of documenting an
organisation's impact in a way that enables independent verification
and a clear path to business improvement.
SEAM is based on
four key principles, and the understanding of the relationships that
connect an organisation with its surroundings. These relationships
are with people or with organisations that represent people. SEAM's
clear focus on people helps you manage your impact in a practical
and structured way.
Why would you use
SEAM?
SEAM is a strategic method to enable you to
formalise, strengthen or change the way your organisation delivers
and lives its values and directs its culture and behaviour. It
systematically examines the impact that values have on the people
who care about what happens to the organisation. It ensures that
consistent values are applied throughout the organisation.
It
provides for both internal and external verification and public
disclosure of the way you treat those involved with, or affected by,
the organisation.
The modular structure of SEAM allows you to
manage the resources involved and maintain an appropriate balance.
It is an iterative process that allows growth in each
cycle.
SEAM leads to an increased trust in your organisation
because you state your intentions and clearly demonstrate them in
daily practices.
SEAM provides for increased accountability,
distinguishes you from your competitors, provides direction for
future planning, and improves the communication process, thereby
reducing your business risk.
How would
you use SEAM?
Organisations can progressively
implement the Social & Ethical Accountability Model dependent on
their needs. The following four options illustrate the different
levels of use and starting points:
| Strategic Planning: |
The model can be used to
either supplement an existing planning process, by using
stages six to twelve, or as a total framework for the planning
process. |
| External
Pressure: |
The market, your
competitors, or your stakeholders may require a focus on only
one key aspect of your organisation's operations. An
examination of your practices may involve only one
quadrant. |
| Internal
Pressure: |
An event or activity
within your organisation may lead you to look at the way you
do things, which may result in a need for a structural change
process to be undertaken. Commence with one of the four
quadrants, and then further benefit by activating all twelve
stages. |
| Doing it
Better: |
You like the concept and
would gain substantial benefit from a preliminary audit, using
the full model and its twelve stages of implementation, to
compare your practices against your
intentions. |
Key
benefits
The key benefits to your organisation
from applying the Social & Ethical Accountability Model (SEAM)
include:
|
Engaging your stakeholders
in a continuous improvement process |
|
Having a clear vision of
how you want your organisation to behave, what it is actually
doing and how it is differentiating itself |
|
Having a good
understanding of a social and ethical accountability process
which your organisation can control the implementation of on
an ongoing basis |
|
Developing a sound
business that incorporates broader social and ethical features
with your financial and operational practices |
|
Dynamically contributing
to a healthier and sustainable
society |
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