The Research Of Corporate Social Responsibility And Employer Brand Attractiveness

Employer brand is the brand and image that a corporate establishes in the labor market. Talents is one of the core competitiveness of enterprises winning, a enterprise with strong employer brand attractiveness can not only attract external talents, but also retain the excellent staff. Therefore, an employer brand is an important brand-building in the era of knowledge economy.Corporate social responsibility can not only benefit to the socio-economic and environment, but also bring numerous profits to the corporate themselves. From the perspective of corporate social responsibility as the starting point, this paper studies the effect that corporate social responsibility has on employer brand attractiveness.This paper firstly reviews numerous literatures of corporate social responsibility and employer brand attractiveness and analyzes the components of them. On the basis of stakeholder theory, corporate social responsibility is composed of insider responsibility, business partner responsibility and social public responsibility. Employer brand attractiveness is composed of interest value, social value, economy value, development value and application value. Standing on the pervious analysis, the relevance is elaborated. The existing evaluation index of corporate social responsibility and employer brand refers, the model and evaluation index of this paper are build.Conclusions are finally reached as following by empirical research and case study:First, employer brand attractiveness is been divided into internal and external attractiveness. There have difference between them due to the formation mechanism.Second, the enterprise of a different nature will affect corporate performance on social responsibility and employer brand attractiveness. And the enterprise of a different size will affect corporate performance on social responsibility.Third, there is a positive correlation between CSR components and employer brand attractiveness components, employer brand attractiveness and insider responsibility, business partner responsibility has strong positive correlation. CSR and interest value and development value has strong positive correlation.Fourth, the components of the corporate social responsibility can predict the size of the employer brand attractiveness. The insider responsibility could predict it on the best level.