This paper concerns Corporate Social Responsibility (CSR) employer branding and its impact on employee attraction and retention, seeking to systematize academic knowledge about their interconnections and links to other important management issues. We made a systematic literature review focusing on empirical papers published in academic journals over the last 10 years, which enabled us to identify the directions of contemporary research, commonly used methodologies and contexts explored. It shows that CSR initiatives are increasingly recognized as a critical dimension of employer branding. Alignment of CSR practices and employer branding strategies is essential for attracting top talent. We also observed a strong link between CSR and employer attractiveness, career development, organizational identification, corporate reputation and person-organization fit, which underscores the multifaceted nature of CSR employer branding. It has been found that CSR researchers predominantly use quantitative methodologies in their studies and tend to explore the firms that work in the IT industry. The paper discusses the current state of CSR employer branding research and outlines possible avenues for future studies.
Идентификаторы и классификаторы
The importance and value of corporate social responsibility (CSR), which often gives a business potential advantage over competitors has been recognized by both academic and non-academic sources, including media, experts and commentators. Positive effects of corporate social responsibility have been observed in firms’ financial performance (Cho et al., 2019), employee engagement (Bapat & Upadhyay, 2021) and other areas. Benefits from CSR have caused many companies to incorporate CSR-related initiatives into their strategy and business processes; some of them began to use CSR for building a stronger company brand. It often happens, however, that the rising popularity of the concept also leads to inappropriate organizational behavior: some companies only create an image of being socially responsible, without adjusting their strategies in accordance with CSR postulates. This is likely to result in hurting the brand of the company instead of strengthening it (Anselmsson et al., 2016), which will decrease its appeal not only to customers and clients, but also to the current and potential employees.
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