Building corporate reputation through corporate social responsibility: the mediation role of employer branding

Asha Binu Raj · Akbar Jan N. · A.K. Subramani

28 citations0/0 files storedInternational Journal of Social Economics

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Employer Branding and e-HRM Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

Purpose The paper analyses the link between corporate social responsibility (CSR), employer branding (EB), and corporate reputation (CR). Considering the signaling theory and social commitment of organisations, the paper investigates the role of EB as a mediator. Design/methodology/approach Data were collected through structured questionnaires from 684 employees from the Indian information technology (IT) sector. The conceptual model and hypotheses were tested using the structural equation modelling (SEM) approach. Findings As a part of employer attractiveness, the social value/social commitment of companies perceived as a result of CSR strengthens the CR. The results also suggest that EB mediates the relation between CSR and CR. Research limitations/implications The paper contributes by integrating the CSR of organisations with their EB process for creating CR. Based on signaling theory, it further demonstrates scholarly value addition by providing a deeper understanding of the mediation effect of EB from a social commitment perspective. Scholars may further consider other stakeholders’ perspectives to test the role of CSR based on ethical/legal/environmental dimensions in building CR. Practical implications The paper would help managers/employers invest in CSR activities, creating strong employer brands to attract various stakeholders. It will also help companies to focus on an attractive value proposition to attract various stakeholders, mainly job seekers. Originality/value This study extends the literature on CSR and EB by suggesting a statistically tested model of mediation of EB for creating CR. Furthermore, considering the signaling theory, the paper views CSR, CR, and EB from the employee’s perspective and explores their linkages. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-09-2021-0541 .

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References

2011PLS-SEM: Indeed a Silver Bullet 1973Job Market Signaling 2012What We Know and Don’t Know About Corporate Social Responsibility 1997CORPORATE SOCIAL PERFORMANCE AND ORGANIZATIONAL ATTRACTIVENESS TO PROSPECTIVE EMPLOYEES.2007Stakeholder influence capacity and the variability of financial returns to corporate social responsibility 2004Conceptualizing and researching employer branding 1996The employer brand 2005Captivating company: dimensions of attractiveness in employer branding

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2023How the interplay of social media usage and online reviews generate intention to apply for a job vacancy: an employer branding-based agenda 2023Addressing employee turnover in retail through CSR and transformational leadership 2023Corporate social responsibility, corporate reputation and intention to apply for a job: evidence from students in an emerging economy 2023Impacto del clima organizacional proambiental en el compromiso y comportamiento sostenible de los trabajadores en Perú

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