Employer Branding and Corporate Social Responsibility

Employer branding does not have such a long history as product branding. Only since 1990s, conceptual work on this issue was intensified and a number of models applied in marketing and strategies of branding were transferred to the area of a different functional sphere of enterprises. Human resources specialists drew attention to several similarities in behaviours of candidates for work that were related to the choice of the workplace and later, to commitment and satisfaction from work. This paper combines the idea of employer branding and specific type of employer image, based on the concept of corporate social responsibility. Many enterprises create their image on the basis of such qualities as being the sector leader, being an innovative company, dynamic and creative team, etc. Not many entities focus on creation of brand based on corporate social responsibility. In the paper, the trend of employer branding is linked with corporate social responsibility while showing the role of this idea in recruitment of employees as well as later in building satisfaction from the place of work. The paper has a theoretical nature, nevertheless, references are made to experiences of selected enterprises that based their strategy on social responsibility.