Yell Realigns Corporate Responsibility Efforts with New Digital Focus

Yell, the UK-based local search provider and parent company of Yellowbook here in the U.S., debuted a comprehensive corporate responsibility program to reflect the company’s new focus as a digital business. The new program, featured in Yell’s 2012 annual report, is built on the company’s commitment to becoming a trusted partner to its small- and medium-sized business customers and a reliable resource for consumers.

Yell’s corporate responsibility strategy concentrates on three main areas:

  • Being a responsible, sustainable business: Yell is committed to being environmentally conscious. The company sources directory paper from sustainable forests and has made efforts to introduce smaller directories. Yell also encourages consumers to recycle old directories alongside other household waste by sharing information in its directories and on its website Since 2009, Yell has reduced its collective CO2e emissions by 29% and plans to reduce them by a further 15% by 2015.
  • Championing local business: Yell continues to develop effective advertising solutions and counsel local businesses on strategies that help them grow. The company’s 5,800 sales consultants – who participated in 180,000 hours of training last year – play a vital role in devising the best possible advertising options for quality leads to more than 1.2 million customers worldwide. Yell also offers programs that enable local businesses to get the most from their advertising program. For example, Yell worked with partner Race Online 2012 to spread the word to UK small businesses about the importance of having an online presence and providing easy, cost effective ways for them to do so. In the U.S., the Yellowbook 360 Business Center is an online resource that offers a variety of tools and services to help small businesses succeed.
  • Helping local communities: As an industry, we recognize that the role we play as providers of local search services is to encourage consumers to think about how buying locally pays off for the entire community. Yell is committed to supporting and encouraging people to get involved in local charities and causes. For example, In 2011, Yell’s Yellowbook subsidiary contributed more than $250,000 to United Way of America, while its operations in in the UK, Spain, Peru and other countries also provided for local community and giving efforts.

I’m impressed by Yell’s corporate responsibility initiative to date and think it serves as a great example for our entire industry. Click here to read Yell’s full corporate responsibility program.

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