РОЛЯТА НА КОРПОРАТИВНАТА СОЦИАЛНА ОТГОВОРНОСТ ПРИ ИЗГРАЖДАНЕ НА РАБОТОДАТЕЛСКАТА МАРКА
THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN BUILDING EMPLOYER BRANDING

Author(s): Viden Mihaylov
Subject(s): Economy, Business Economy / Management, Human Resources in Economy, Business Ethics, Socio-Economic Research
Published by: Икономически университет - Варна
Keywords: corporate social responsibility; employer branding; reputation; sustainability; business organisations
Summary/Abstract: As part of the research the author reviews scientific publications and literature sources regulating the institutes of corporate social responsibility and employer branding, summarizing the results of the review. The subject of the evaluation is the competitive advantages and effects of implementing corporate social responsibility by business organizations, and the directions in which it has an impact and manifestation. After a comparative-analytical review, conclusions are drawn about the level of awareness of stakeholders: employers, current and future workers in the decision-making process regarding workplace choices. Today, the role of corporate social responsibility as an element of employer branding is increasingly highlighted in the choices made by business partners, local communities and potential workers. On this basis, proposals are presented to improve the promotion of corporate social responsibility as an employer branding tool, and suggestions are formulated for changing and improving the regulatory framework – “de lege ferenda”.

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