Role of Corporate Social Marketing Campaigns in Employer Branding: A Study of Campus Engagement Initiatives

Abstract

Background Corporate social marketing (CSM), as a type of corporate social initiative, is considered to be the most effective tool for creating social good through behavioural change. However, the relevance and benefits of CSM in the business context are largely unknown. The understanding of ‘the business case’ of CSM initiatives can provide useful insights to practitioners in this field. In this paper, we study the boundary spanning benefits of CSM in the area of employer branding. Research Questions This research aims to answer one major question: Do CSM campaigns play any role in building an organization’s employer brand? If yes, then how? Further, two associated supplementary questions include (i) how do managers perceive the use of CSM campaigns during campus engagement initiatives? (ii) how do job seekers perceive the use of CSM campaigns in campus engagement initiatives? Methods We use a qualitative research approach to answer the above questions. Using a purposive sampling method, we interviewed 6 managers who manage and 13 management students who attended campus engagement initiatives. The research was carried out in an emerging economy context, namely India, which has had several successful CSM campaigns and is home to the youngest working population, particularly millennials. Results The study shows that CSM leads to three major employer branding outcomes – increasing employer awareness, enhancing employer attractiveness and differentiating an employer from other competing organizations. Students prefer employers who provide them opportunities to work for society and are even willing to accept a lower pay in such organizations. Managers revealed the importance of showcasing CSMs during campus presentations and confirmed the relevance of social causes in employer branding initiatives. Recommendations for Practice The study offers useful insights to human resource managers on the role of CSM campaigns in creating employer awareness and attracting talent during campus engagement. We recommend that CSM campaigns be leveraged during campus engagement sessions for achieving differentiation in a competitive talent market. Lesser-known employers can use CSM campaigns for increasing employer awareness among potential student recruits. Organizations may proactively design and implement CSM campaigns, consistent with their values and mission, for the positive spill-over effects it can yield for their employer brand. The study aims to contribute to the CSM literature by studying the boundary spanning role of CSM in employer branding.

Employer and internal branding research: a bibliometric analysis of 25 years

“…The plot is based on the Sankey diagrams, in which the bigger boxes represent more occurrences (Riehmann et al , 2005). As shown, scholars from India (e.g., Saini et al ., 2021) use keywords like “employer branding” and “employee engagement” more often, whereas keywords such as “internal branding” and “internal brand management” are more popular among US scholars. Scholars from the UK and Germany mostly use “employer branding” in their studies apart from “internal branding.” Examining journal-wise keywords, apart from “employer branding,” the “internal branding” keyword is preferred in the Journal of Product and Brand Management and Journal of Brand Management .…”

The Effect of Corporate Social Responsibility and Sustainable Development Practices on Employer Branding—A Case Study of an International Corporation Operating in Poland

“…This transformation is not restricted solely to the realm of marketing but also extends to the field of human resource management, where there is a particular emphasis on the recruitment and motivation of employees [44]. In the literature, CSR is currently identified as one of the most desirable attributes of the employer brand [45][46][47]. According to Puncheva-Michelotti, Hudson, and Jin [48], effective communication regarding CSR practices and employee engagement in CSR can increase the appeal of the employer brand for job seekers already at the stage of browsing recruitment advertisements.…”

Input, Outcome, and Impact: A Program-Informed Model to Improve the Effectiveness of Corporate Social Marketing

“…The outcomes of the program is the resulting behavioral modification, alteration, or change, such as improved financial literacy and capability among beneficiaries. The impact is determined by the long-term effects of the program on various stakeholders, including society, community, individuals, and corporate parties involved (Bloom et al, 2018; Kotler et al, 2012; Lee, 2016; Polonsky, 2017; Saini et al, 2021).…”