Naslov
Analysis of The Perception of Corporate Social Responsibility in The Banking Industry in The SEE Region

Autori
Mrkonjić, Zrinka ; Plantić Tadić, Diana

Izvornik
Economic and social development (1849-7535) (2022), 2022; 10-19

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
corporate social responsibility, banking industry, employer branding, human resources

Sažetak
Over the last decades corporate social responsibility has become an increasingly important factor in the context of a company’s strategic focus. Companies are increasingly incorporating socially and environmentally responsible goals into their long-term business strategies more often, thus contributing to the community within which they operate while shaping their own image. Although there are numerous research papers on corporate social responsibility, research papers on relationship between employer branding and social responsibility are relatively scarce and the topic is still unexplored. This paper aims to explore the perception of young people from four regional countries about the role that corporate social responsibility plays within the business operations of the banking industry. That is, it aims to define the importance of corporate social responsibility in the process of selecting a future employer, as well as the level of influence that the image of social responsibility has on the final selection of the employer in the banking industry. The paper covers all of the factors that influence the process of selecting a future employer from both an employer’s and a job candidate’s point of view, and presents the conclusions of the research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA