Naslov
Employer branding through CSR and survey

Autori
Jakopović, Hrvoje

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development. 20th International Scientific Conference on Economic and Social Development. Book of Proceedings / Yongqiang, Li ; Hunjet, Anica ; Rončević, Ante - Varaždin : Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia ; City of Prague ; Faculty of Management University of Warsaw, Warsaw, Poland ; University North, Koprivnica, Croatia, 2017, 620-629

ISBN
9-771849-753-006

Skup
20th International Scientific Conference on Economic and Social Development

Mjesto i datum
Prag, Češka Republika, 27.04.2017. - 28.04.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA