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

Abstract

PurposeThe 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/approachData 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.FindingsAs 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/implicationsThe 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 implicationsThe 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/valueThis 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 reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-09-2021-0541.

Addressing employee turnover in retail through CSR and transformational leadership

“…For instance, Biswas and Suar (2016) proved that CSR predicts EB, though top management leadership was the strongest among the predictors. Binu Raj et al. (2022) have empirically shown the mediating effect of EB between CSR and corporate reputation.…”

The New Marketing Realities and the Major Marketing Forces

“…The effects extend to the society at large (Abbas & Dogan, 2022). Companies should consider and evaluate the environmental, ethical, legal, and social context of their activities (Raj & Subramani, 2022). The task of companies and businesses is to understand the requirements and preferences of their customers and to satisfy them more effectively and efficiently than competitors.…”

Corporate social responsibility, corporate reputation and intention to apply for a job: evidence from students in an emerging economy

“…Some criteria for assessments of corporate reputation may include financial soundness, quality of products or services, ability to attract, develop and keep talented people and social contribution (Barnett et al, 2006;Fombrun et al, 2000;Lewis, 2001). CSR activities can be a strategic tool for organizations to manage their relationships with stakeholders as these activities can deliver their desired signals to different stakeholders and shape their reputational perception (Arikan et al, 2016;Lee et al, 2017;Raj et al, 2022). Responsibility to the community and the environment is considered a contributing factor to society's trust and corporate reputation (Gössling and Vocht, 2007).…”

“…CSR activities can be a strategic tool for organizations to manage their relationships with stakeholders as these activities can deliver their desired signals to different stakeholders and shape their reputational perception (Arikan et al , 2016; Lee et al , 2017; Raj et al , 2022). Responsibility to the community and the environment is considered a contributing factor to society’s trust and corporate reputation (Gössling and Vocht, 2007).…”