Corporate social responsibility and employer branding: challenges for the wine sector resulting from a bibliometric analysis

The greatest boom of the corporate social responsibility (CSR) concept in companies occurred in the 1990s when managers began to understand that the implementation of CSR activities requires specific attention. At that time, CSR also merged with fields such as marketing, public relations, diversity, and human resources. Based on the bibliometric analysis, the article aims to identify areas of scientific research in which the issue of CSR is addressed within the issue of employer branding (EB), with a focus on the wine sector. The findings confirm that the issues of CSR and EB have not been given enough attention so far, either in general or specifically in the wine sector. This fact reveals an interesting research gap, as current generations of the workforce demand socially responsible behavior from their potential or actual employers. The integration of CSR in employer branding thus represents a desirable strategy that could also be useful in the wine sector, which is currently facing a shortage of quality people.