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Balance 2015 ENG - Lufthansa Group Social Care – For a culture of shared responsibility

92 // Corporate Citizenship organizations. This cooperation with the emergency aid alliance “Aktion Deutsch- land Hilft” and its strategic partner “World Vision Deutschland” gives aid organiza- tions direct access to Lufthansa Cargo’s logistics competencies for relief support outside of Germany. Lufthansa Group Social Care has also de- fined and developed new social care guide- lines. These stipulate that the aviation group is to support only those projects fulfilling its new funding criteria in future. A detailed evaluation matrix shows if this is the case. Applying expertise – Providing impulses An important building block in the Lufthansa Group’s corporate citizenship concept is to foster the social commitment of its employ- ees and managers in ever more targeted ways. Its systematic expansion of Corpo- rate Volunteering takes into account that today’s top talents seek not just a job, but rather a professional setting in which they From now on the focus is to be above all on social and humanitarian proj- ects. Complemented by selected activities in the areas of culture, sports and the environment, all these efforts are also to aim at creating utility for social issues. Moreover, the Group has provided rapid and professional ad-hoc aid in the event of humanitarian crises and natural disasters for many years. Since February 2013, Lufthansa Cargo has also been part of a professional network of renowned aid The Lufthansa Group advocates responsible mobility, network links and worldwide connections. As targeted civic engagement secures and strengthens general, long-term cohesion within society, the aviation group strongly supports social issues (corporate citizenship) at home and around the world. To fulfill this responsibility even better in future, the Lufthansa Group has realigned its social commitment in 2015 by bundling all its corporate citizenship activities under a single roof: Lufthansa Group Social Care. Lufthansa Group Social Care – For a culture of shared responsibility can combine personal involvement and future-oriented action. Facilitating this desire greatly increases a number of fac- tors such as staff motivation, job satisfac- tion, company loyalty, intercultural compe- tence and self-esteem. The community benefits as well: Practice shows that the greater a project’s long-term utility for society, the better people are able to con- tribute their individual expertise. Conse- quently, the Group-wide trainee program “ProTeam” is to be expanded in future by a four-week trainee assignment in a social business abroad. Last year, employees from various depart- ments across the Lufthansa Group had a special opportunity to combine entrepre- neurial initiative and social commitment at the Haiti Entrepreneurship Camp 2014. Among the project’s strong supporters is the Help Alliance, the aid organization founded by Lufthansa employees (see page 95).