The Impact Study Of Corporate Social Responsibility On Employer Brand

In recent years, with all kinds of practice activities on Employer Brand, like the the bestemployer ranking and employer surveys and so on, all sectors of the community begins focuson the concept of Employer Brand, and a lot of enterprises already set the agenda for theconstruction of Employer Brand. However, Employer Brand’s building level influenced bymany factors, and this paper mainly studys on the effect that Corporate Social Responsibility(CSR) has on the process of Employer Brand’s building. CSR is the responsibilities favorablein sustainable development of economy and society, voluntarily undertaken by enterprisesbesides enforced legal responsibilities. It not only brings the society improvement of economyand welfare levels, but also benefits the enterprises themselves while the enhancement ofEmployer Brand is one but important outcome.By studying current existing theories and researches at home and abroad, and refiningand summarizing these theories and researches further, this paper brought up a model which isabout CSR’s effect on Employer Brand, empirical research and data analysis is our mainmethods for this study. The results of this study indicate that, people’s cognition of CSR canbe affected by personal characteristics of different qualifications and different length ofservice, while corporate property can’t have any effect on Employer Brand construction.CSR’s "internal responsibility" has a positive impact on Employer Brand in all aspects, and"responsibility of external business partners" has a positive impact on some dimensions ofEmployer Brand,"responsibility of social public" has a positive impact on some dimensionsof Employer Brand. The conclusion is that CSR have impact on Employer Brand construction,that is to say it will have great significance on Employer Brand construction if we pay moreattention to CSR and undertake it actively. According to the empirical study results of thispaper, we modified the above mentioned model and raised some strategies andrecommendations about how to build the Employer Brand.