Tony Hoskins CEO The Virtuous Circle and author of ICSA Handbooks on CSR and Corporate Reporting.

Often companies rely on activities such as Charity of the Year (or probono work in the case of legal practices) for community activities.These tend to focus on employees giving time and companies giving money.Sometimes employees may perceive it is as representing their ownefforts, rather than reflecting their company's activity.

The impressive aspect of Freshfields' initiative is structuring asignificant corporate initiative that includes employees participatingboth with pro bono legal support and future employee volunteeringcovering non-legal activity. With a combined approach, Freshfields willgain external reputation and be seen by staff to be actively involved inthe same community work as they are undertaking. Employees will be moremotivated because they will see their interests and those of Freshfieldsaligned in this community activity. They will see each partycontributing to ensure the initiative is a success.