Three top Bradford companies all made a recent poll of the UK's 100 most socially responsible businesses. T&A reporter Mark Casci talked to them about the kind of work they do in Bradford and who benefits.

In an age when many UK companies turn over far more cash than the GDP of developing countries, the business world can often be viewed as a cut-throat realm of wheeling and dealing.

However the last five years have seen a vast sea change in the way many businesses approach the way they deal with the staff they employ and communities they work in.

Increasingly firms are realising the benefits that can come from investing money in the areas they operate not just in generating good publicity, but also improving business prospects and opportunities.

Talking to managers looking after their companies' corporate responsibility, the word that came up again and again was "sustainability".

The consensus seems to be that helping out in the community goes a long way to improving staff morale and towards creating a stable and happy local area in which to do business.

Nicola Simpson, corporate responsibility manager at doorstep lender Provident Financial, said: "There is a massive body of evidence that shows that companies who put lots of money into CR do better business-wise then those who do not.

"By investing in Bradford we are helping create a sustainable future for ourselves and what's good for business is good for local communities. It is not just about box ticking, making the area around us safer and more vibrant means that our agents who go out door-to-door have safe places to operate in and that our customers have a better quality of life."

Among the projects Provident has been involved in is a joint venture with the National Museum of Photography, Film and Television.

After having troubles with children misbehaving in the museum, the firm helped invest in and set up a project to give youngsters the chance to film their own TV programmes.

The company has also teamed up with the West Yorkshire Playhouse to take dance classes into schools such as Reevy Hill Primary a project that has had great success.

Another partnership with the Youth Hostel Association has seen scores of youngsters from inner-city areas taken on adventure weekends to the countryside.

"All the projects allow children to try things they wouldn't ordinarily get a chance to," Miss Simpson said.

As well as investing in youth projects, Provident also does work with its customers to help people in debt.

The firm works in conjunction with the Christians Against Poverty group to help debtors consolidate what they owe and convince creditors to reduce their rates of interest.

Staff get in on the act too, with more than 300 employees recently spending a week sprucing up a derelict area of ground in Scholemoor, erecting fencing and renovating the local community centre.

Since 1999 the Bradford & Bingley has steadily invested in sports projects around the district, working with both Bradford City and Bradford Bulls to deliver them to local children.

Mike Hammond, head of corporate responsibility, said: "With Bradford City we help to fund football coaching sessions as part of their Football in the Community programme.

"And with the Bulls we have invested in the work they do in schools to promote healthy lifestyles.

"We have also just finished investing in Yorkshire County Cricket Club's new indoor cricket centre which will be involved in helping develop youth and disabled cricket in the area.

"We are also very active in helping the homeless. Obviously our organisation works with getting people into homes through providing them with mortgages and so helping the homeless is a natural link for us.

"We provide assistance to Bradford Soup Run and invest in training courses to help get the homeless back into work."

Mr Hammond said that while such activities were undoubted good PR for the firm, they were just as beneficial in business terms.

"By doing work that benefits the area in which our staff lives we are making them feel good about working for the company," he said. "It is not just about publicity for us, it's about giving something back."

The Kelda Group PLC, which owns Yorkshire Water was also included in the BITC top 100.

Almost a third of Yorkshire Water employees regularly take part in voluntary work, ranging from helping charities with action days to spending time with children helping to improve literacy and numeracy. Staff also visit patients at Manorlands Hospice.

Richard Sears, corporate affairs manager, said: "Over the past 12 months more than 600 employees took time out from their busy day jobs to give a little bit extra back to the communities in which they operate in a bid to further improve people's quality of life.

"Volunteering is an excellent way of developing our people, broadening our horizons and building strong, sustainable relationships with local communities."

e-mail: mark.casci@bradford.newsquest.co.uk