CORPORATE SOCIAL RESPONSIBILITY AND EMPLOYER BRANDING: STRATEGIES FOR FACING THE NEW LABOR MARKET DYNAMICS

Abstract

Every company has a dual personality when it comes to its employees. The organisation creates one side in an attempt to attract in and keep talent, while the employees' experiences shape the other and provide an alternative viewpoint. Together, these two branding elements comprise the employer brand, sometimes known as the employer's reputation or image. This study explores how the relationship between businesses and customers is changing in the context of corporate social responsibility (CSR) communication, taking into account the challenges of operating in a market where businesses must be profitable and socially conscious. Employers can maintain their competitiveness in their markets by using employer branding as a marketing tactic. This dissertation describes how employers view employer branding and how it is implemented. We went into detail about applying employer branding strategies, the function of HRM in the process, and the methods employed for luring and keeping new hires.