The Study Of Corporate Social Responsibility In Building Employer Brand

Accentuating consumer loyalty,rewarding enterprises with benefits,Employer Brand assumes increasing importance in competition. How to improve corporate employer brand has become a popular focus. Among other factors,this thesis analyzes the effect that corporate social responsibility(CSR) has on Employer Brand.CSR is the responsibilities favorable in sustainable development of economy and society,voluntarily undertaken by enterprises besides enforced legal responsibilities.It not only brings the society improvement of economy and welfare levels,but also benefits the enterprises themselves while the enhancement of employer brand is one but important outcome.This thesis analyzes the effect that CSR has on employer brand from the perspective of employee.As foreign enterprises and domestic enterprises the difference nature,between state-owned enterprises and foreign enterprises in the specific extent of this impact is different.This paper chooses to enter the "best employer" ranking representative of the state-owned enterprises as a comparative analysis.In the research,the invested staff is asked to evaluate the employer brand and CSR of a certain enterprise from one of the state-owned enterprises.The employer brand construct is measured from three dimensions of servicing staff and serviced staff emotion,function cognition and potential staff cognition.While measuring the CSR construct,a general framework is brought up and then its dimensions are pinned down as employee responsibility,stakeholders' responsibility inside the corporate and stakeholders' responsibility outside the corporate. The results indicate that the effects three dimensions of CSR have on three dimensions of employer brand differ significantly as specified in the following:In the research,the correlation coefficients CSR having on the affective dimension of employer brand reduce in order of responsibility of employee,responsibility of stakeholders outside the corporate and responsibility of stakeholders inside the corporate.Whereas the regression coefficients CSR having on the affective dimension of employer brand reduce in order of responsibility of employee,responsibility of stakeholders outside the corporate and responsibility of stakeholders inside the corporate.