Results | Looking ahead
TI has greatly evolved its approach to stakeholder engagement in the last several years, incorporating more personal and frequent communication – as well as social media – to reach various audiences who have an interest in the company.
We spent the year primarily engaging with employees, customers and investors about our acquisition of National Semiconductor, our response to the earthquake and tsunami in Japan, and our plans for growing market share.
Through informal engagement with key stakeholders, we learned that top social and environmental questions and concerns in 2011 included supply-chain management concerns (particularly
conflict minerals and labor practices), business continuity preparedness following global natural disasters; and issues related to environmental impact, including climate change management, water use, energy use and renewable energy.
- Hosted worldwide welcome celebrations and developed company information collateral for 5,300 former National Semiconductor employees who became TI employees in September.
- Encouraged employees to become involved in their communities by posting more than 150 articles on Infolink related to volunteer opportunities, and establishing online collaboration rooms for various community and philanthropic events.
- Redesigned our TI Government Relations newsletter and integrated content on our internal news portal so that our workforce had greater visibility into our government affairs initiatives and public-policy issues.
- Leveraged social media to add 148 employee collaboration rooms on Infolink, and increased reach to additional stakeholders on Facebook, Twitter and YouTube.
Leaders and policymakers
- Increased social engagement with customers through the E2E Community, which has had more than 75,000 registrants in just three years.
- Received praise from market researchers for developing the first global semiconductor industry online customer expert advisory panel. It now has more than 3,000 active members from 82 different countries providing feedback in 14 different languages.
- Introduced an online technical support community for our customers in China.
- Streamlined global translation services to more efficiently translate communications for customers.
- Trained more than 26,000 customers in person and delivered more than 111,000 online technical courses, a 60 percent growth over 2010.
- Met with local government and education officials in China and sponsored three civic and education events for needy children in that country.
- Worked with Semiconductor Industry Association and World Semiconductor Council members to prepare for and address climate-change impacts and emerging legislation.
- Hosted TI Supplier Days in China, Japan, the U.S. and the Philippines to reinforce company standards and explain to prospective vendors how to do business with TI.
- Engaged suppliers about preparing for compliance with conflict-minerals legislation.
- Continued to support neighboring communities on a variety of social and environmental issues to address their needs. For our fence-line neighbors, we provided volunteers and mentors for schools, cleanup programs and other events.
- Expanded global stories about TI’s citizenship programs by 27 percent and included them among the articles published in 2011 on our citizenship website.
- Engaged with leaders and diverse engineering chapters at various universities to collaborate on research, programming and events, and to advertise internship/job opportunities for new college graduates.
- Received recognition for the company’s economic and community contributions, including:
- The Dallas Regional Chamber awarded TI its “Momentum Award” in the “Global Catalyst” category.
- The North Texas Commission board of directors named TI one of its “Top 40 North Texas Superheroes.”
- The Plano Chamber of Commerce named TI “Corporate Citizen of the Year.”
Our engagement plans in 2012 are to:
- Improve the dialogue with our new hires and stakeholder groups and learn how we can better respond to their information needs.
- Recruit National Semiconductor’s customers for our expert advisory panel. We plan to ask panelists about their:
- Preferences for accessing manufacturing information from mobile applications, tablet usage and other devices, as well as design/functionality preferences for our website.
- Design cycle and key decision points.
- Future semiconductor product needs by industry segment.
- Host employee roundtables at non-U.S. sites to discuss government affairs.
- Inform our suppliers about new environmental and social performance standards.
- Partner with Dallas-area chambers of commerce to grow minority- and women-owned enterprises.
- Continue to build relationships with neighbors and civic organizations globally.
- Formally launch a new corporate blog, “Around TI.”