Employer Branding and Corporate Social Responsibility

Magdalena Stefańska , Katarzyna Bilińska-Reformat

Abstract

Employer branding does not have such a long history as product branding. Only since 1990s, conceptual work on this issue was intensified and a number of models applied in marketing and strategies of branding were transferred to the area of a different functional sphere of enterprises. Human resources specialists drew attention to several similarities in behaviours of candidates for work that were related to the choice of the workplace and later, to commitment and satisfaction from work. This paper combines the idea of employer branding and specific type of employer image, based on the concept of corporate social responsibility. Many enterprises create their image on the basis of such qualities as being the sector leader, being an innovative company, dynamic and creative team, etc. Not many entities focus on creation of brand based on corporate social responsibility. In the paper, the trend of employer branding is linked with corporate social responsibility while showing the role of this idea in recruitment of employees as well as later in building satisfaction from the place of work. The paper has a theoretical nature, nevertheless, references are made to experiences of selected enterprises that based their strategy on social responsibility.
Author Magdalena Stefańska (WZ / KSM)
Magdalena Stefańska,,
- Department of Marketing Strategies
, Katarzyna Bilińska-Reformat - Uniwersytet Ekonomiczny w Katowicach
Katarzyna Bilińska-Reformat,,
-
Pages153-171
Publication size in sheets0.9
Book Bachnik Katarzyna, Kaźmierczak Magdalena, Rojek-Nowosielska Magdalena, Stefańska Magdalena, Szumniak-Samolej Justyna (eds.): CSR in Contemporary Poland. Institutional Perspectives and Stakeholder Experiences, 2020, Palgrave Macmillan, ISBN 978-3-030-42276-9, [978-3-030-42277-6], 271 p., DOI:10.1007/978-3-030-42277-6
Keywords in Polishmarka pracodawcy, społeczna odpowiedzialność biznesu
Keywords in Englishemployer branding, CSR
DOIDOI:10.1007/978-3-030-42277-6_11
URL https://link.springer.com/chapter/10.1007%2F978-3-030-42277-6_11
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 23-04-2020, MonographChapterAuthor
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