Letter from the CEO
Greater Dallas Business Ethics Award
The Interchange Building
91001 LBJ Freeway, Suite 450
Dallas, TX 75243
“To be ethical because it is profitable is not ethical, but to be ethical is profitable.” (European Institute for Business Ethics)
What distinguishes one roofing company from all the others? What makes one company stand head and shoulders above the crowd? An ethical approach in business.
In Castro Roofing’s 25-year history, we have been committed to improving the perception of the construction industry. We promote ethics, education, leadership, and innovation, so that the construction industry and the community achieve mutual benefit. This has been the cornerstone of our company’s philosophy. We have provided the highest quality product and services in all markets we serve. Striving to lead our industry through continuous improvement in safety, design, installation and service is at the forefront of our commitment.
We built our reputation on these factors and take pride in not compromising in order to compete with other companies. We hold our employees and their performance as our most important assets. Craftsmanship, safety and excellence are of the utmost concern to our crews. Professionalism and pride in the quality of the job has always been our number one goal.
We realize we are a service industry, and therefore are dedicated to giving the best service and satisfaction. Treating clients, employees, suppliers and the public in an ethical, fair and open way is not only the right thing, in the long run, it’s the only way to stay in business.
Ethics is about the quality of our lives, the quality of our service, and ultimately, about the bottom-line.
On behalf of all the employees of Castro Roofing, it is an honor to be recognized by our clients, suppliers and awarded the Greater Dallas Business Ethics Award for our approach to business ethics.
President & CEO
ETHICS – HOW DO YOU GET THEM, KEEP THEM AND MEASURE THEM?
When you look into the eyes of any Castro team member, no matter if that member happens to be:
A masked man on a roof.
A consultant determining what’s causing your commercial roofing problems and how best to solve them.
An estimator in front of his computer determining fair prices for your “Good – Better – Best” solution options.
The receptionist who greets you in our office or on the phone
A Castro company officer sitting at your meeting room table negotiating a fair and equitable contract to solve your roofing problems and protect your physical assets, or any one of the many other committed people who make us who we are, you don’t just see the individual, you see Castro Roofing.
Whether or not a company is ethical often comes down to company employees making the right decisions at the right times, consistently over time. That can’t be left to any particular individual or situation. It must be engrained!
CASTRO’S COMMITMENT TO ETHICAL CONDUCT AND PRACTICES BY ITS EMPLOYEES IS EXEMPLIFIED BY
Being a member of Certified Contractors NetWork (CCN) since 2002 www.contractors.net. This is an association of contractors of all types committed to the improvement of its members through the improvement of their business practices.
Making its Core Values more than just a plaque on the wall, but engraining them into the fabric of Castro Roofing.
Empowering employees through their ownership of ideas, solutions, and decision-making responsibilities.
Demanding respect, both inside and outside the company, for all the differences that make people and situations unique.
Encouraging employee personal and professional growth opportunities be seized and incorporated.
Maintaining a collegial atmosphere so that Castro Roofing is better than the sum of its parts.
Castro Roofing earned the Greater Dallas Business Ethics Award for upholding the highest standards of business ethics in the Greater Dallas area.
That doesn’t happen simply because someone high up in the organization says it’s so. It happens when words and actions meet over and over again, and the recipients of the benefits of such high standards take the time to say so (link to reference letters).
They are among Castro’s very best clients. That doesn’t happen by chance. Without being an ethical company, that can’t happen at all.
Recent history has taught us that ethics and character count, especially in business. Huge organizations like Enron, Arthur Andersen and Health South have been destroyed and others were seriously damaged (AIG, Fannie Mae, Freddie Mac) by executives with massive ambition and intelligence but no moral compass.
In their simplest form, ethics are the moral standards I rely on when I make a decision. They define what’s right and wrong, and outline the kind of behavior that our businesses should not engage in. For responsible decision making at Castro Roofing, a good set of ethics is key.
Building on this when I maintain a high set of ethics as I conduct our business provides benefits for everyone. Ethics are not only a guide to making decisions, but also the criteria the public will judge me on. In business, this is critical, because how people see me and my company is the basis of building trust. If I’m taking unethical actions, I lose credibility, and my client, employees and business will suffer.
Here are our 12 principles that form the basis of Castro Roofing’s Business Ethics, and are what I hold myself and our team accountable to:
I believe it is imperative to display honesty in all actions and communications. When people see you making honest decisions, they start to trust your company because you’re not only being truthful; you’re being upfront and candid. People appreciate the fact they can take you at your word, as customers only ever do business with those they trust. Being an ethical executive means you do not deceive others by misrepresenting the facts, overstating and exaggerating or only giving partial truths. If you’ve inadvertently given the wrong impression, provide the relevant information to your customers and correct their misunderstanding as soon as possible.
Being ethical in business means maintaining a high level of personal integrity at all times. This is how you earn the trust of your clients, your team and your superiors. In this definition integrity means demonstrating a consistent character that is personified by the alignment of your thoughts, words and actions. Sometimes this requires you to have moral courage to do the right thing, and it takes inner strength to live up to mistakes and admit when a fault has been made. Despite a great pressure to do otherwise, ethical business executives lead by a moral code they believe in without sacrificing their honor for the sake of getting the job done.
Your word is one of the most important tools in your arsenal as a leader. Keep every promise that you make, and always fulfill your commitments. The trust you build as an ethical executive means people like doing business with you, as you take every reasonable effort to fulfill your word. It all boils down to doing what you say you will do.
4. Loyalty – Be loyal within the framework of other ethical principles
You need to be loyal to your company, your team and yourself, while operating within a strong moral compass. If you demonstrate loyalty it builds trust, and shows that you place a high value on advancing the interests of both the company and your colleagues. You should never place loyalty above your other principles, or use it as an excuse for unethical behavior. Demonstrate your loyalty but always make an independent judgment, never use information that you have gained in confidence for your own personal advancement, and steer clear of conflicts of interest.
In all of your actions, you must strive to be fair and just. An ethical executive is committed to fairness in all that they do, and do not seek to exercise their power for an unfair advantage or use indecent methods to gain a competitive edge. They also never take undue advantage of another person’s difficulties and mistakes. Being an ethical executive means that you are committed to being fair, employ justice in your decisions and treat all people equally, with tolerance and acceptance of diversity. Being fair also means being open minded, admitting when you have made a mistake, and adjusting your beliefs and positions when it is appropriate.
This involves having a genuine concern for others, as well as a sense of compassion. An ethical business manager is caring, benevolent and kind to both customers and staff, and seeks to reach their goals while causing the least amount of harm and the greatest amount of good. Being caring means understanding that there will be an impact on every stakeholder following a decision, and they always consider the financial, emotional and long term business consequences of an action.
Being ethical means treating everyone with respect and demonstrating this by being courteous and having an equal treatment of people regardless of who they are. Respect should be given because everyone deserves dignity and the right to privacy. An ethical leader must strive to treat others the way they would like to be treated.
An ethical executive always obeys the law, and never breaks the rules, regulations or laws surrounding their business activities. They keep the best interest of their clients, employees and business in mind at all times, in all situations.
Being ethical in business is also about pursuing excellence in everything that you do. Delivering the highest quality of service or products makes business sense, especially if there is a constant endeavor to always improve.
You need to demonstrate the principles and ethics you want your team to live by, and take an active role as a leader to be a positive role model. The best way you can enforce an ethical mentality is to lead by example, and creating an environment within your business that values decisions made on principles and standards of ethics.
Ethical business managers enhance the good reputation of a company, which at the same time boosts the morale of its employees. The company reputation is very important, as well as the pride and morale of their employees. As an ethical business leader you need to avoid taking actions that undermine this respect, and take action to correct any inappropriate behavior of others.
Being ethical means holding yourself accountable, acknowledging and accepting personal accountability for the members of your team, and accepting any consequences. Not just personally, but an ethical manager will stand up and take accountability in front of their colleagues, their company, and the community.
Holding yourself and your business to these standards will ensure you’re not only covered against any wrongdoings, but you’ll impress clients and staff alike, and build a strong sense of trust with all of your stakeholders. This is the foundation that takes your company to the success that it deserves to reach!