Increased public and media scrutiny of the oil sands, combined with heightened stakeholder expectations, is driving public opinion. We know that while our actions will always speak louder than words, helping people understand our business and communicating effectively through improved relationships with our stakeholders can go a long way in maintaining trust. And sharing our story as responsible developers starts with our employees.
A survey of employees revealed that 92 percent of employees were proud to work in the oil sands industry. Eighty-one percent however, felt that current media coverage about the industry's environmental performance was inaccurate, with almost a third of respondents looking for information they could share with family and friends.
Employees get in on the conversation
In the fall of 2008, Suncor launched the “Get In On The Conversation Initiative,” an employee-focused program that highlights what we're doing to improve our performance and provides information for more balanced discussions about the oil sands industry.
Leaders throughout the company received kits that provided context, facts and interactive exercises to help underscore the importance of the initiative. A series of intranet and newsletter articles, as well as booklets and presentations with key environmental, economic and social facts were also made available.
“Sustainability at Suncor” training was also launched, providing existing and new employees with information about our commitment to sustainability, our performance and how they can contribute to continuous improvement.
Further steps into the electronic world
In February 2009, we took our first steps with social media, implementing a quick poll and discussion forum. Opinion-based questions are posed to employees on the company's intranet twice a week. Topics include everything from aspects of Suncor's environmental performance, to employees' personal environmental consciousness, to social infrastructure development.
Response to the quick poll has been positive, with an average of 750 employees providing their feedback on each question. The discussion forum, meanwhile, has generated thoughtful discussion of topical issues affecting our industry. Efforts are currently underway to enhance the quick poll visibility on the employee intranet to encourage greater participation.
Being part of the bigger picture
Suncor is an active supporter of the Canadian Association of Petroleum Producers (CAPP) Canada's Oil Sands website, encouraging employees to visit the site for information about the industry. We also monitor and participate in the website discussion forum, watching for feedback on our efforts and providing information as necessary.
We have also promoted an industry facts brochure produced by the Oil Sands Developers Group (OSDG) with our employees, making copies available and encouraging them to visit the OSDG website for further information.