Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation

Özcan, Fatih; Elçi, Meral

doi:10.1177/2158244020972372

Cited by 38 publications

(36 citation statements)

References 88 publications

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“…Individuals have physical, mental and social motivational needs (Osteraker, 1999), and an individual assigns importance to such needs depending upon the situational dynamics. Therefore, we study what motivates an individual with the help of the identity dimension.…”

Section: Motivation Intention To Stay and Employer Brandingmentioning

confidence: 99%

“…Previous studies have validated various predictors of EBR like perceived organizational support, perceived organizational prestige, organizational trust, top management leadership and CSR (Biswas and Suar, 2014). CSR's direct relevance to EBR can be significant, as studied previously ( € Ozcan and Elçi, 2020). With the heightened sense of corporate accountability concerning society, EBR can provide a linkage between the organization and its current and prospective employees (Jones et al, 2014).…”

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confidence: 93%

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A nomological network study of employer branding with CSR, motivation and intention to stay

Kumar

Jain

Singh

2021

APJBA

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PurposeThis study investigates the various factors which lead to the higher employer brand and studies the relationship of employer branding (EBR) with essential aspects of corporate life, namely, corporate social responsibility (CSR), levels of motivation experienced by employees and the intention to stay (ITS).Design/methodology/approachThe study solicited a research sample from employees working in five sectors, information technology, hospitality, banking and consulting sector (n = 296). The study employed structural equation modeling (SEM) to test the nomological network of EBR.FindingsThe study underpins the sub-constructs of EBR. A direct positive and significant relationship was found between EBR and CSR and motivation fully mediated between EBR and ITS.Originality/valueThis study uniquely contributes to the literature by exploring the mediating role of motivation on EBR and ITS's relationship. The study validates the nomological network of EBR by considering its various organizational aspects and the corresponding intertwined relationships.

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Section: Motivation Intention To Stay and Employer Brandingmentioning

confidence: 99%

mentioning

confidence: 93%

A nomological network study of employer branding with CSR, motivation and intention to stay

Kumar

Jain

Singh

2021

APJBA

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“…Constant CSR engagement positions any organization as a leader and makes public attention. CSR impacts a company's reputation, brand equity or brand image ( € Ozcan and Elçi, 2020;Srivastava, 2019). Employees' group and environment-focused social responsibility have created improved trust in the organization (Bo gan and Dedeo glu, 2019).…”

Section: Introductionmentioning

confidence: 99%

The impact of web marketing on corporate social responsibility (CSR) and firms' performance

Thottoli

Thomas

2021

RAMJ

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PurposeThe current study seeks to examine the impact of web marketing (through the company's website) on corporate social responsibility (CSR) and firms' performance across companies listed in the Muscat Stock Exchange (MSX), Oman.Design/methodology/approachThis research analyses qualitative and exploratory data taken from companies' website, annual reports (the financial year 2019), Google search and CSR report from 69 out of total 117 listed companies in the MSX to analyze the impact of web marketing on CSR and firms' performance proxied by return of assets (ROA), return of equity (ROE) and Tobin's Q (TQ).FindingsWeb marketing on CSR positively affects firms' performance. Especially, the positive effect of web marketing on firms' performance is stronger for listed companies. Web marketing enhances financial performance proxied by ROA, ROE and TQ.Practical implicationsThe research findings provide new insights that are able to enlighten governing bodies in Oman to make standardized compulsory CSR spending (say, 0.5% on profit after tax) by listed companies in MSX.Originality/valueThis research presents evidence that web marketing on CSR can increase firms' performance and brand image among stakeholders. This is the first study to examine the impact of web marketing on CSR and firms' performance using empirical data in Oman.

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“…Thus, the engagement in CSMs not only increases the awareness about an employer but also influences the job seekers’ perception favourably (Özcan & Elçi, 2020). This subsequently helps managers persuade job seekers to apply for a position.…”

Section: Resultsmentioning

confidence: 99%

Role of Corporate Social Marketing Campaigns in Employer Branding: A Study of Campus Engagement Initiatives

Saini

Kumar

2021

Social Marketing Quarterly

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Background Corporate social marketing (CSM), as a type of corporate social initiative, is considered to be the most effective tool for creating social good through behavioural change. However, the relevance and benefits of CSM in the business context are largely unknown. The understanding of ‘the business case’ of CSM initiatives can provide useful insights to practitioners in this field. In this paper, we study the boundary spanning benefits of CSM in the area of employer branding. Research Questions This research aims to answer one major question: Do CSM campaigns play any role in building an organization’s employer brand? If yes, then how? Further, two associated supplementary questions include (i) how do managers perceive the use of CSM campaigns during campus engagement initiatives? (ii) how do job seekers perceive the use of CSM campaigns in campus engagement initiatives? Methods We use a qualitative research approach to answer the above questions. Using a purposive sampling method, we interviewed 6 managers who manage and 13 management students who attended campus engagement initiatives. The research was carried out in an emerging economy context, namely India, which has had several successful CSM campaigns and is home to the youngest working population, particularly millennials. Results The study shows that CSM leads to three major employer branding outcomes – increasing employer awareness, enhancing employer attractiveness and differentiating an employer from other competing organizations. Students prefer employers who provide them opportunities to work for society and are even willing to accept a lower pay in such organizations. Managers revealed the importance of showcasing CSMs during campus presentations and confirmed the relevance of social causes in employer branding initiatives. Recommendations for Practice The study offers useful insights to human resource managers on the role of CSM campaigns in creating employer awareness and attracting talent during campus engagement. We recommend that CSM campaigns be leveraged during campus engagement sessions for achieving differentiation in a competitive talent market. Lesser-known employers can use CSM campaigns for increasing employer awareness among potential student recruits. Organizations may proactively design and implement CSM campaigns, consistent with their values and mission, for the positive spill-over effects it can yield for their employer brand. The study aims to contribute to the CSM literature by studying the boundary spanning role of CSM in employer branding.

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Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation

Cited by 38 publications

References 88 publications

A nomological network study of employer branding with CSR, motivation and intention to stay

A nomological network study of employer branding with CSR, motivation and intention to stay

The impact of web marketing on corporate social responsibility (CSR) and firms' performance

Role of Corporate Social Marketing Campaigns in Employer Branding: A Study of Campus Engagement Initiatives

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