engleski

Employer branding through CSR and survey

This paper examines the role of corporate social responsibility (CSR) within the segment of employees' job satisfaction. It questions how can organizations enhance their reputation through corporate social responsibility (CSR). In what way could CSR, focused on employees, create motivational internal environment and also serve for enhancement of external organizational image. It considers why is corporate social responsibility a competitive advantage in a contemporary global market therefore a process that can easily stand out in stakeholder's mind. Furthermore, paper examines how and why are employee engagement programs important part of the overall corporate social responsibility. The author analyses cases of successful organizations that have been selected as a best employers in Croatia. Through comparative analysis of different cases and by giving examples of the CSR best employer approaches, this paper is awakening the idea of integrating, more intensively, public relations activities within the corporate social responsibility programs. The paper is questioning the criteria and standards for best employer awards and how employer branding can be used for improving organizational reputation. Moreover, the author analyses tools and techniques which can be implemented in CSR programs that are aimed for employees. The paper also gives a media perspective on CSR. It observes publicity as strategic outcome of CSR. The author illustrates how publicity and media relations are associated with corporate social responsibility programs and employer branding. The concept of CSR is associated, as well as supported, with the public relations and marketing professions which are inevitably intertwined in their activities. Employer branding is therefore observed through the role of corporate social responsibility and public relations.

corporate social responsibility ; employees ; employer branding ; employer survey ; public relations

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