The Use of Corporate Social Responsibility in Employer Branding

Lindholm, L.

doi:10.1108/978-1-78756-275-220181005

Cited by 14 publications

(14 citation statements)

References 4 publications

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“…Being an insider, employees may negatively perceive corporate social irresponsibility because these activities might jeopardize one's psychological needs. Lindholm (2018) also supported that if a company treats its employees as assets and infuses the element of CSR in the work culture, it could favorably impact motivation, trust, engagement and performance of the employees.…”

Section: Why Employees Bother?mentioning

confidence: 89%

Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention

Bharadwaj

Yameen

2020

MRR

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Purpose The study aims to explore the relationship between the employer branding (EB) dimension of corporate social responsibility (CSR) and employee retention (ER) while testing for organizational identification (OI) as a mediator, within a single framework. Design/methodology/approach The study is cross-sectional, and the data were collected from 126 employees working in the Indian information technology (IT) companies. Regression technique and PROCESS macro were deployed to analyze the data. Findings The findings asserted that, first, the EB dimension of CSR influences ER. Second, CSR significantly affected OI and was found to be a strong predictor of ER. Third, the relationship between CSR and ER is mediated by OI. Practical implications Organizations should embed ethical stance in their policies, practices and procedures to retain a skilled workforce. Further, CSR as an EB dimension, while being imperative for improving employee-related outcomes, does not necessarily help to enhance retention of employees unless the employees build a strong identity with their work organization. Social implications The study connotes that organizations should be more socially responsible for achieving better employer status among various stakeholders. A well-designed strategy pertaining to CSR may increase the reputation of an employer as an attractive place to work for current and prospective employees. Originality/value The paper examined CSR as an important attribute of employer branding for retaining competent employees in the Indian setting; studies on CSR as an EB dimension are limited. The results focus on embracing socially responsible behavior of organizations and on examining the role of OI as a mediating variable.

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Section: Why Employees Bother?mentioning

confidence: 89%

Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention

Bharadwaj

Yameen

2020

MRR

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“…Two dimensions of employer branding are: (1) Ethics & CSR; and (2) diversity have a significant effect on the Organizational Attractiveness of Generation Z students at Start-up Unicorn. CSR activities can be a means to develop and implement elements of employer brand in an economic, functional, and psychological (Lindholm, 2018). Generation Z is usually very concerned about the activities of companies that have an impact on society.…”

Section: Discussionmentioning

confidence: 99%

“…The concept of employer branding is like a brand image in a marketing science that is able to position the company in the minds of potential employees (Berthon, Ewing & Hah, 2005). Employer branding is one way to attract talented people to join the organization and ensure that potential employees and organizations have the conformity of vision to provide results that meet expectations (Lindholm, 2018). This form of strategy is to develop a more specific value proposition and promotion in internal and external companies (Lievens, 2007) such as offers and promises .…”

Section: Introductionmentioning

confidence: 99%

How Employer Branding Attract the Generation Z Students to Join on Start-up Unicorn

Rakhmad

Kurniawan

Futari

et al. 2021

jbmp

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The development of the world revolution has changed the paradigm and stigmas of organizational quality to increase competitiveness from various human resource perspectives. Increasing global challenges have made the employer branding strategy a concern for global research. This study examines the effect of employer branding on Generation Z students' attractiveness and employer choices at unicorn start-ups in Indonesia. This study uses the Structural Equation Model Partial Least Square (SEM-PLS). This study got a total of 200 respondents who fit the criteria. This study's dimensions of employer branding are work culture, ethics & CSR, diversity, and salary & incentives. From the results of this study, the dimensions that proved to be influential were Ethics and CSR, and Diversity. Besides, work culture and salary & incentives are not proven to significantly affect the attractiveness of Generation Z students to Indonesian unicorn start-ups. Social media is proven to have a significant effect on both attractiveness and choice of workplace (employer of choice) Generation Z students at Indonesian unicorn start-ups.

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“…Based on this result, CSR becomes an essential element in employer branding. CSR activities can be a means of developing and implementing the elements of employer branding in economic, functional and psychological contexts [35]. Generation Zs have the attributes: loyal, thoughtful, open-minded, an agent of change and making a difference [36].…”

Section: Discussionmentioning

confidence: 99%

“…Companies must pay attention to company performance and corporate social responsibility in creating, changing, and improving the company's reputation to attract talented employees and attract talented applicants [37]. Employer branding is a combination of branding, CSR, and human resource management (HRM) [35]. CSR indicated that the company had a willingness to give extra to stakeholders.…”

Section: Discussionmentioning

confidence: 99%

How COVID-19 Pandemic Changes Job Seeker Perceptions about an Indonesian Giant Startup as Top Employers

Kurniawan¹,

Sopiah²,

Juariyah³

et al. 2020

Proceedings of the International Conference on Business and Management Research (ICBMR 2020)

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The COVID-19 pandemic has caused some technology-based startups to collapse. In recent years, startups have emerged as the top employer in labor competition. Moreover, COVID-19 has pushed technology-based startups to reduce their employees. Enforcement Large-scale social restrictions have reduced the use of ride hailing or digitalbased transportation about 75%. These conditions affect employer branding that has been built a long time ago. The organization needs to manage its image to maximize recruiting effectiveness and attract job seekers or applicants. This research purpose of examining the impact of employer branding and corporate reputation on the intention to apply to an Indonesian giant startup through a person-organization fit. This research was conducted based on data from 570 business students at the State University of Malang, Indonesia. This study tried to build a more comprehensive dimension of employer branding than previous study. The result of this study confirmed the positive relationship between several dimensions of employer branding (work values, diversity, and salary and incentives) and intention to apply.

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The Use of Corporate Social Responsibility in Employer Branding

Cited by 14 publications

References 4 publications

Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention

Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention

How Employer Branding Attract the Generation Z Students to Join on Start-up Unicorn

How COVID-19 Pandemic Changes Job Seeker Perceptions about an Indonesian Giant Startup as Top Employers

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