Building corporate reputation through corporate social responsibility: the mediation role of employer branding

PurposeThe paper analyses the link between corporate social responsibility (CSR), employer branding (EB), and corporate reputation (CR). Considering the signaling theory and social commitment of organisations, the paper investigates the role of EB as a mediator.Design/methodology/approachData were c...

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Published in:	International journal of social economics Vol. 49; no. 12; pp. 1770 - 1786
Main Authors:	Binu Raj, Asha, N., Akbar Jan, A.K., Subramani
Format:	Journal Article
Language:	English
Published:	Bradford Emerald Publishing Limited 27.09.2022 Emerald Group Publishing Limited
Subjects:	Brand image Brands Companies Conceptual models Corporate image Employees Employers Ethics Human resource management Information technology Interest groups Internal customers Job hunting Literature reviews Mediation Peer review Peers Reputations Social commitment Social responsibility Stakeholders Structural equation modeling Theory Corporate reputation Employer attractiveness Employee value proposition Corporate social responsibility Employer branding Signalling theory
ISSN:	0306-8293, 1758-6712
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Abstract	PurposeThe paper analyses the link between corporate social responsibility (CSR), employer branding (EB), and corporate reputation (CR). Considering the signaling theory and social commitment of organisations, the paper investigates the role of EB as a mediator.Design/methodology/approachData were collected through structured questionnaires from 684 employees from the Indian information technology (IT) sector. The conceptual model and hypotheses were tested using the structural equation modelling (SEM) approach.FindingsAs a part of employer attractiveness, the social value/social commitment of companies perceived as a result of CSR strengthens the CR. The results also suggest that EB mediates the relation between CSR and CR.Research limitations/implicationsThe paper contributes by integrating the CSR of organisations with their EB process for creating CR. Based on signaling theory, it further demonstrates scholarly value addition by providing a deeper understanding of the mediation effect of EB from a social commitment perspective. Scholars may further consider other stakeholders’ perspectives to test the role of CSR based on ethical/legal/environmental dimensions in building CR.Practical implicationsThe paper would help managers/employers invest in CSR activities, creating strong employer brands to attract various stakeholders. It will also help companies to focus on an attractive value proposition to attract various stakeholders, mainly job seekers.Originality/valueThis study extends the literature on CSR and EB by suggesting a statistically tested model of mediation of EB for creating CR. Furthermore, considering the signaling theory, the paper views CSR, CR, and EB from the employee’s perspective and explores their linkages.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-09-2021-0541.
AbstractList	Purpose>The paper analyses the link between corporate social responsibility (CSR), employer branding (EB), and corporate reputation (CR). Considering the signaling theory and social commitment of organisations, the paper investigates the role of EB as a mediator.Design/methodology/approach>Data were collected through structured questionnaires from 684 employees from the Indian information technology (IT) sector. The conceptual model and hypotheses were tested using the structural equation modelling (SEM) approach.Findings>As a part of employer attractiveness, the social value/social commitment of companies perceived as a result of CSR strengthens the CR. The results also suggest that EB mediates the relation between CSR and CR.Research limitations/implications>The paper contributes by integrating the CSR of organisations with their EB process for creating CR. Based on signaling theory, it further demonstrates scholarly value addition by providing a deeper understanding of the mediation effect of EB from a social commitment perspective. Scholars may further consider other stakeholders’ perspectives to test the role of CSR based on ethical/legal/environmental dimensions in building CR.Practical implications>The paper would help managers/employers invest in CSR activities, creating strong employer brands to attract various stakeholders. It will also help companies to focus on an attractive value proposition to attract various stakeholders, mainly job seekers.Originality/value>This study extends the literature on CSR and EB by suggesting a statistically tested model of mediation of EB for creating CR. Furthermore, considering the signaling theory, the paper views CSR, CR, and EB from the employee’s perspective and explores their linkages.Peer review>The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-09-2021-0541. PurposeThe paper analyses the link between corporate social responsibility (CSR), employer branding (EB), and corporate reputation (CR). Considering the signaling theory and social commitment of organisations, the paper investigates the role of EB as a mediator.Design/methodology/approachData were collected through structured questionnaires from 684 employees from the Indian information technology (IT) sector. The conceptual model and hypotheses were tested using the structural equation modelling (SEM) approach.FindingsAs a part of employer attractiveness, the social value/social commitment of companies perceived as a result of CSR strengthens the CR. The results also suggest that EB mediates the relation between CSR and CR.Research limitations/implicationsThe paper contributes by integrating the CSR of organisations with their EB process for creating CR. Based on signaling theory, it further demonstrates scholarly value addition by providing a deeper understanding of the mediation effect of EB from a social commitment perspective. Scholars may further consider other stakeholders’ perspectives to test the role of CSR based on ethical/legal/environmental dimensions in building CR.Practical implicationsThe paper would help managers/employers invest in CSR activities, creating strong employer brands to attract various stakeholders. It will also help companies to focus on an attractive value proposition to attract various stakeholders, mainly job seekers.Originality/valueThis study extends the literature on CSR and EB by suggesting a statistically tested model of mediation of EB for creating CR. Furthermore, considering the signaling theory, the paper views CSR, CR, and EB from the employee’s perspective and explores their linkages.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-09-2021-0541.
Author	A.K., Subramani N., Akbar Jan Binu Raj, Asha
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Title	Building corporate reputation through corporate social responsibility: the mediation role of employer branding
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