Employees are not only recipients of corporate social responsibility (CSR) but can take an active role in its development. Thus, it is suggested that employees can be analytically understood as norm entrepreneurs. Norm entrepreneurs are actors with the desire for shaping new standards of appropriateness as well as actively persuading others to adopt these. The potential role of employees who wish to enact new standards of responsibility within CSR is thus relevant to study. More specifically, employee agency in the context of small and medium-sized enterprises (SME) might be especially pertaining, as these are usually flatly organised. The study draws on qualitative case study data, conducted at a SME that is a recognised CSR leader in the apparel industry. It uncovers employees' activities that are designed to persuade their organisational stakeholders to adapt their new standards of responsibility within CSR. The article offers two novel contributions into the micro-foundations of CSR - contesting and transparency - by opening the black box of organisational micro-foundations, such as employees' day-to-day activities.