Opportunities for small and medium sized enterprises in the field of Corporate Social Responsibility

Abstract

In our days the so-called Corporate Social Responsibility (hereinafter referred to as CSR), which is applied so often in business life, can be described, first of all, by a business attitude. Although several larger global companies aim to build in the value-oriented company management into their everyday management practices, the aforementioned attitude still prevails among the leaders of small and medium enterprises (SMEs) in spite of changes and improvements. The objective of the article is to introduce a novel CSR programme, which offers deeper insight into the current CSR trends and directions and leads from the business-oriented CSR towards a more value-oriented CSR. For generation Y and generation Z, it is a more and more important factor in the job search that the would-be employer regards corporate social responsibility important. The voluntary contribution of the youth gives a significant basis for CSR programme, and it is also a serious opportunity for the employers. In the fights during the current structured unemployment-which is a global problem-the companies face serious challenges for obtaining and retaining new staff. My former research concluded that the members of generation Y change their workplaces 3-4 times more often than the representatives of generation X. Their loyalty is weak; their employee attitude cannot be described with allegiance. The CSR activity, a well-elaborated programme can be a serious appeal for the new generation. The paper presents novel solutions to retain the workforce and increase satisfaction, introduces false credits about social responsibility and provides a low-budget solution for innovative CSR solutions.

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