Companies need to do better at communicating their corporate social responsibility strategy to all their workers, says Jennifer Silberman, vice president of Hilton Worldwide. Silberman is working on a new campaign that focuses on drawing front-line workers into the CSR process and encouraging them to improve their own daily work processes. "I think a lot of times you put these goals out there and you have great metrics and reporting tools, but not every team member understands the role that he or she plays in driving that," Silberman says.

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