Ranking of Austrian Online CSR Reports

Results 2020: Telekom Austria - Combined Annual Report 2019

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

1. STRATEGIC APPROACH2227.715.845.1
a. Were the material aspects identified according to the criteria of the GRI standard?
b. Does the company take responsibility for its impact along the entire value chain?
c. Does the corporate strategy include a management approach to all material topics?
d. Are both harm reduction strategies and maximization of benefits pursued?
e. Have appropriate structures and processes for sustainability management been set up and sufficiently presented in the report?
2. OPEN INFORMATION2611.17.927.3
a. Does the report make clear and complete statements? (Key figures on all material topics, interpretation of development, definition/evaluation of goals)
b. Is the report balanced? (positive / negative developments, solved / unresolved problems, etc.)
c. Are internal and external stakeholders appropriately involved and are the relevant structures and processes disclosed?
3. USER ORIENTATION277.55.119.0
a. Is the report clearly structured according to the material topics?321.32.24.7
b. Is the text clear and precise, easy to understand and read?351.82.74.7
c. Is the visualization appealing and does it support the understanding of the content?
d. Is the report user-friendly and are online features sufficiently utilized? (Target group specific approach, optional information, links, timeliness, interactivity etc.)
TOTAL RANK & SCORE2446.251.691.4


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

The CSR report should either be published as a separate report or be more clearly separated from the rest. The current report requires a detailed examination to filter all CSR relevant topics. Structure should be more oriented towards material topics.

Formulation of measurable objectives has only been partly realized. Measurable goals should be formulated for all material topics with precise info about the degree of achievement & development status -> quality of goals before quantity. KPIs should be formulated for each objective.

Since SH play an essential role in the material analysis, they should not only be listed in the report, but should described & addressed more concretely. SH-specific communication channels and initiated engagement projects/partnerships should be mentioned.

Telekom follows a sustainability strategy, but sustainability should rather be integrated into the corporate strategy & core of brand to affect all operational activities. Sustainability should be anchored at Mgmt level. Processes & structures must be created for this purpose e.g. sust. coordinators for all 7 markets.

Usability seems great at first (simple and understandable visualization both online + offline). However, structure is rather confusing & needs improvement: rarely any hyperlinks given, GRI index doesn’t always disclose, where information can be found.

Placing sustainability topics in the integrated annual report diminishes the impact of the topic and contributes to complexity, as much information needs to be gathered from different parts of the report or reports itself.

Telekom should try to balance their report and address both positive and negative developments as well as solved and unresolved problems.

Clearly, Telekom involves a lot of stakeholders in decision making, especially for sustainable topics. Precise information on stakeholder-involvement (who, when, what) is missing and would contribute to more transparency.

I would highly recommend making the table of content interactive. It made it very hard to jump to the right pages and find the information, that I was looking for.

Stakeholders are not clearly described in the report, that seems like they are not well targeted. I would recommend opening up about their stakeholders and involving them more.

More graphics and a better visualization in the offline report would help the reader understand the provided information better, especially in the sustainability part.

Everything seems extremely positive in the report. It shows trust in the stakeholders to also open up about risks, weaknesses and topics, where there is room for improvement. I would recommend including more “flaws” in the report.

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