Ranking of Austrian Online CSR Reports

Results 2019: Telekom Austria - Combined Annual Report 2018

For the ranking in each category (Strategic Approach, Open Information and User Orientation) click on the respective link below.

 RankScoreAverageBest
1. STRATEGIC APPROACH2221.211.942.8
a. Were the material aspects identified according to the criteria of the GRI standard?38.76.59.4
b. Does the company take responsibility for its impact along the entire value chain?263.16.09.2
c. Does the corporate strategy include a management approach to all material topics?262.86.09.0
d. Are both harm reduction strategies and maximization of benefits pursued?224.05.69.6
e. Have appropriate structures and processes for sustainability management been set up and sufficiently presented in the report?192.64.69.1
2. OPEN INFORMATION2112.06.226.9
a. Does the report make clear and complete statements? (Key figures on all material topics, interpretation of development, definition/evaluation of goals)252.64.89.2
b. Is the report balanced? (positive / negative developments, solved / unresolved problems, etc.)203.95.08.8
c. Are internal and external stakeholders appropriately involved and are the relevant structures and processes disclosed?135.55.19.1
3. USER ORIENTATION1211.14.017.0
a. Is the report clearly structured according to the material topics?182.52.84.7
b. Is the text clear and precise, easy to understand and read?103.63.04.4
c. Is the visualization appealing and does it support the understanding of the content?112.42.34.6
d. Is the report user-friendly and are online features sufficiently utilized? (Target group specific approach, optional information, links, timeliness, interactivity etc.)62.61.74.5
TOTAL RANK & SCORE1944.253.686.2
Telekom Austria

Recommendations:

(provided by students, how the company should improve its report)

They cluster their CSR topics in a materiality matrix but unfortunately the topics listed are very superficial and not described in detail.

I would endos them to describe their material topics in more detail with the focus on HOW they manage the material topics.

Telekom Austria AG should develop the description of concrete goals. I really think they are trying their best but I miss a vision of the future in which they describe how they want to deal with problems in the future and generally their actions in the future.

A management approach is not visible for the reader. They just describe what they are doing but with no evaluation. Numbers of C02 reduction are mentioned but not with a detailed description how they do it. I could recommend a simple description of a management approach (PDCA-process for example) and then describe the issues in further detail - for example what specific tasks they do to implement and develop the material topics further.

There is a lack of information along the value chain on how the company assumes responsibility in the respective steps. A particularly important aspect, which is missing from my content, is that there is a lot of talk about which goals the company has set itself, but the management approach and how one wants to achieve these goals are not mentioned.

The report should also address unresolved problems.

I could recommend a clear and simple visualisation of the material topics along the value chain with the management approach and KPI’s and measure methods given.

The stakeholders are defined but there is no listed engagement level for each stakeholder or stakeholder group.

They could describe their stakeholder more in detail and do more actions to involve them. In my opinion, a detailed version on stakeholder engagement and Telekom Austria's impact would be very helpful.

I get the impression that they really are thinking about their impact on the environment and society but it seems like they are holding their cards close to their chest. I would recommend that they raise the curtain to give readers a glimpse behind the scenes.

They could show how they have selected the stakeholders or provide a more detailed representation of the value chain.

Structure the content of the report better and make it clearer for the reader. More graphics and tables could be used for better understanding and the contents should build on each other. Right now, the reader needs to search for information and the table of contents does not provide the information on the first view. Moreover, more interactivity and the provision of additional information would also help to improve understanding.

I would like to illustrate graphically is the department which is responsible for the implementation of the sustainability projects. There is just one small paragraph in the report explaining who has the responsibility for coordinating and steering sustainability initiatives. I would put all that information in a graphic like an organization chart. This way the reader can see at the first look the importance of the department because as described in the text, the department reports directly to the CEO.

I would like to make a general suggestion for improvement: I would bring in more rough edges and flaws in the entire report. The report is filled with many positive examples and almost no negative criticism of the company's impact on the environment and society.

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