Transformations  in
Business & Economics

The Role of Corporate Social Responsibility in Building Employer’s Brand
Georgiana Florentina Grigore, Alin Stancu

ABSTRACT. The paper presents the role of corporate social responsibility in building employer’s brand. By reaching this goal, we propose two studies: (1) a conceptual model regarding ways to build employer’s brand and to support this, (2) a qualitative research that aims to investigate what the main characteristics of a responsible employer are and what the sources of attractiveness for the Romanian employers are. The article proposes a new vision on the ways that an employer can retain and attract talented employees, by pointing out how social responsibility differentiates an employer’s image. The research conducted highlights that employees consider important that companies should implement socially responsible activities and would like to be involved. The formulation of CSR strategies should be based on satisfying employees’ altruistic needs and expectation, which would be reflected in the overall performance of the company.

KEYWORDS: corporate social responsibility, employees, employer’s brand, Romania.

JEL classification: M14, P2.