Korzyści płynące z wizerunku odpowiedzialnego pracodawcy na poziomie organizacji oraz postaw i zachowań jej pracowników
Artykuł dotyczy korzyści osiąganych przez organizację w rezultacie postrzegania jej przez pracowników jako odpowiedzialnego pracodawcy. Temat ten odnosi się do zidentyfikowanej w trakcie analizy literatury luki badawczej dotyczącej rzadko poruszanych zagadnień wewnętrznych wymiarów corporate social responsibility (CSR) i employer brand (EB). Artykuł ma charakter przeglądowy, a jego celem jest próba identyfikacji korzyści płynących z posiadania wewnętrznego wizerunku odpowiedzialnego pracodawcy pojawiających się na poziomie postaw i zachowań pracowników, a także organizacji jako całości. Wykorzystano w nim metodę krytycznej analizy literatury przedmiotu obejmującej tematykę wewnętrznego wymiaru społecznej odpowiedzialności przedsiębiorstw oraz wizerunku pracodawcy. Badanie pozwoliło stworzyć systematyczny przegląd koncepcji odnoszących się do efektów działań CSR i EB skierowanych na wewnętrznych interesariuszy organizacji.
Bibliografia
Bibliografia/References
Afshardoost, M., Eshaghi, M. S., & Bowden, J. L. H. (2023). Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: A meta-analysis. Journal of Strategic Marketing, 31(5). https://doi.org/10.1080/0965254X.2021.2016896
Al-Suraihi, W. A., Samikon, S. A., Al-Suraihi, A.-H. A., & Ibrahim, I. (2021). Employee turnover: Causes, importance and retention strategies. European Journal of Business and Management Research, 6(3), 1–10. https://doi.org/10.24018/ejbmr.2021.6.3.893
Aldousari, A. A., Robertson, A., Yajid, M. S. A., & Ahmed, Z. U. (2017). Impact of employer branding on organization's performance. Journal of Transnational Management, 22(3), 153–170. https://doi.org/10.1080/15475778.2017.1335125
Alshathry, S., Clarke, M., & Goodman, S. (2017). The role of employer brand equity in employee attraction and retention: A unified framework. International Journal of Organizational Analysis, 25(3), 413–431. https://doi.org/10.1108/IJOA-05-2016-1025
Amah, E., & Ahiauzu, A. (2013). Employee involvement and organizational effectiveness. Journal of Management Development, 32(7), 661–674. https://doi.org/10.1108/JMD-09-2010-0064
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42
Arasanmi, C. N., & Krishna, A. (2019). Employer branding: Perceived organisational support and employee retention – the mediating role of organisational commitment. Industrial and Commercial Training, 51(3), 174–183. https://doi.org/10.1108/ICT-10-2018-0086
Benitez, J., Ruiz, L., Castillo, A., & Llorens, J. (2020). How corporate social responsibility activities influence employer reputation: The role of social media capability. Decision Support Systems, 129, 113223. https://doi.org/10.1016/j.dss.2019.113223
Bharadwaj, S., Khan, N. A., & Yameen, M. (2021). Unbundling employer branding, job satisfaction, organizational identification and employee retention: A sequential mediation analysis. Asia-Pacific Journal of Business Administration, 44(5), 718–737. https://doi.org/10.1108/APJBA-08-2020-0279
Bharadwaj, S., & Yameen, M. (2020). Analyzing the mediating effect of organizational identification on the relationship between CSR employer branding and employee retention. Management Research Review, 44(5), 718–737. https://doi.org/10.1108/MRR-05-2020-0298
Bhasin, J., Mushtaq, S., & Gupta, S. (2019). Engaging employees through employer brand: An empirical evidence. Management and Labour Studies, 44(4), 417–432. https://doi.org/10.1177/0258042X19870322
Binu Raj, A. (2021). Internal branding, employees' brand commitment and moderation role of transformational leadership: An empirical study in Indian telecommunication context. Asia-Pacific Journal of Business Administration, 14(3), 285–308. https://doi.org/10.1108/APJBA-04-2021-0175
Biswas, M., & Suar, D. (2013). Which employees' values matter most in the creation of employer branding? Journal of Marketing Development & Competitiveness, 7(1), 93–102.
Botella-Carrubi, D., Gil-Gomez, H., Oltra-Badenes, R., & Jabaloyes-Vivas, J. M. (2021). Employer branding factors as promoters of the dimensions of employee organizational commitment. Economic Research – Ekonomska Istrazivanja, 34(1), 1836–1849. https://doi.org/10.1080/1331677X.2020.1851280
Budhiraja, S., & Yadav, S. (2020). Employer branding and employee-emotional bonding – the CSR way to sustainable HRM. W: S. Vanka, M. B. Rao, S. Singh, & M. R. Pulaparthi (Red.), Sustainable Human Resource Management: Transforming Organizations, Societies, and Environment (133–149). Springer.
Bussin, M., & Mouton, H. (2019). Effectiveness of employer branding on staff retention and compensation expectations. South African Journal of Economic and Management Sciences, 22(1), 1–8. https://doi.org/10.4102/sajems.v22i1.2412
Carlini, J., Grace, D., France, C., & Lo Iacono, J. (2019). The corporate social responsibility (CSR) employer brand process: Integrative review and comprehensive model. Journal of Marketing Management, 35(1–2), 182–205. https://doi.org/10.1080/0267257X.2019.1569549
Carpentier, M., Van Hoye, G., Stockman, S., Schollaert, E., Van Theemsche, B., & Jacobs, G. (2017). Recruiting nurses through social media: Effects on employer brand and attractiveness. Journal of Advanced Nursing, 73(11), 2696–2708. https://doi.org/10.1111/jan.13336
Carroll, A. B. (1991). The pyramid of corporate social responsiblity: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48. https://doi.org/10.1016/0007-6813(91)90005-G
Charbonnier-Voirin, A., Poujol, J. F., & Vignolles, A. (2017). From value congruence to employer brand: Impact on organizational identification and word of mouth. Canadian Journal of Administrative Sciences, 34(4), 429–437. https://doi.org/10.1002/cjas.1379
Davies, G., Mete, M., & Whelan, S. (2018). When employer brand image aids employee satisfaction and engagement. Journal of Organizational Effectiveness: People and Performance, 5(1), 64–80. https://doi.org/10.1108/JOEPP-03-2017-0028
Farshid, M., Caruana, A., & Salehi-Sangari, E. (2020). Digital advocacy among industrial employees: An abstract. W: Sh. Wu, F. Pantoja & F. Krey (Red.), Marketing Opportunities and Challenges in a Changing Global Marketplace: Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference (133–134). Springer. https://doi.org/10.1007/978-3-030-39165-2_57
Gehrels, S. (2019). Sustainability and employer branding. W: S. Gehrels, Employer Branding for the Hospitality and Tourism Industry: Finding and Keeping Talent (31–42). Emerald Publishing. https://doi.org/10.1108/978-1-78973-069-220191003
Gregorka, L., Silva, S., & Silva, C. (2020). Employer branding practices amongst the most attractive employers of IT and engineering sector. International Journal of Human Capital and Information Technology Professionals, 11(1), 1–16. https://doi.org/10.4018/IJHCITP.2020010101
Gupta, S., Bhasin, J., & Mushtaq, S. (2021). Employer brand experience and organizational citizenship behavior: Mediating role of employee engagement. Asia-Pacific Journal of Business Administration, 13(3), 357–382. https://doi.org/10.1108/APJBA-08-2020-0287
Hoppe, D. (2018). Linking employer branding and internal branding: Establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours. Journal of Product & Brand Management, 27(4), 452–467. https://doi.org/10.1108/JPBM-12-2016-1374
Hoppe, D., Keller, H., & Horstmann, F. (2022). Got employer image? How applicants choose their employer. Corporate Reputation Review, 25(2), 139–159. https://doi.org/10.1057/s41299-021-00119-3
Hosseini, S. A., Moghaddam, A., Damganian, H., & Shafiei Nikabadi, M. (2022). The effect of perceived corporate social responsibility and sustainable human resources on employee engagement with the moderating role of the employer brand. Employee Responsibilities and Rights Journal, 34(2), 101–121. https://doi.org/10.1007/s10672-021-09376-0
Jerez Jerez, M. J., Melewar, T. C., & Foroudi, P. (2021). The effect of waiters' occupational identity on employee turnover within the context of Michelin-starred restaurants. Journal of Hospitality and Tourism Research. https://doi.org/10.1177/10963480211034903
Kaur, P., Malhotra, K., & Sharma, S. K. (2020a). Employer branding and organisational citizenship behaviour: The mediating role of job satisfaction. Asia-Pacific Journal of Management Research and Innovation, 16(2), 122–131. https://doi.org/10.1177/2319510x20931716
Kaur, P., Malhotra, K., & Sharma, S. K. (2020b). Moderation-mediation framework connecting internal branding, affective commitment, employee engagement and job satisfaction: An empirical study of BPO employees in Indian context. Asia-Pacific Journal of Business Administration, 12(3–4), 327–348. https://doi.org/10.1108/APJBA-10-2019-0217
Kim, B.-J., Chang, Y., Kang, J. H., & Kim, T.-H. (2017). A contingent role of leader morality on csr-performance link: A multi-level moderated mediation model. Academy of Management Proceedings, 2017(1), 12762. https://doi.org/10.5465/AMBPP.2017.12762abstract
Klotz, A. C., Bolino, M. C., Song, H., & Stornelli, J. (2018). Examining the nature, causes, and consequences of profiles of organizational citizenship behavior. Journal of Organizational Behavior, 39(5), 629–647. https://doi.org/10.1002/job.2259
Lee, Y., & Lin, C. A. (2022). The effects of a sustainable vs conventional apparel advertisement on consumer perception of CSR image and attitude toward the brand. Corporate Communications, 27(2), 388–403. https://doi.org/10.1108/CCIJ-05-2021-0051
Macassa, G., McGrath, C., Tomaselli, G., & Buttigieg, S. C. (2021). Corporate social responsibility and internal stakeholders' health and well-being in Europe: A systematic descriptive review. Health Promotion International, 36(3), 866–883. https://doi.org/10.1093/heapro/daaa071
Macey, W. H., & Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1(1), 3–30. https://doi.org/10.1111/j.1754-9434.2007.0002.x
Matongolo, A., Kasekende, F., & Mafabi, S. (2018). Employer branding and talent retention: Perceptions of employees in higher education institutions in Uganda. Industrial and Commercial Training, 50(5), 217–233. https://doi.org/10.1108/ICT-03-2018-0031
Maurya, K. K., & Agarwal, M. (2019). Reviewing internal employer branding: A sustainable employee retention management strategy. International Journal of Multidisciplinary, 4(6), 301–306. http://dx.doi.org/10.1108/RRIJM
Nemt,eanu, M.-S., Dinu, V., Pop, R.-A., & Dabija, D.-C. (2022). Predicting job satisfaction and work engagement behavior in the Covid-19 pandemic: A conservation of resources theory approach. E+M Ekonomie a Management, 25(2), 23–40. https://doi.org/10.15240/tul/001/2022-2-002
Nguyen, M. H., Luan, N. V., & Khoa, B. T. (2021). Employer attractiveness and employee performance: An exploratory study. Journal of System and Management Sciences, 11(1), 97–123. https://doi.org/10.33168/JSMS.2021.0107
Okolocha, C. B., & Decker, A. (2020). Influence of employee-focused corporate social responsibility and employer brand on turnover intention. European Journal of Business and Management, 12(9), 53–61. https://doi.org/10.7176/ejbm/12-9-07
Papasolomou, I. (2017). The practice of internal corporate social responsibility in SMEs in Cyprus. W: S. Idowu, S. Vertigans, & A. S. Burlea (Red.), Corporate Social Responsibility. CSR, Sustainability, Ethics & Governance (93–109). Springer. https://doi.org/10.1007/978-3-319-52839-7_5
Potgieter, A., & Doubell, M. (2020). The influence of employer branding and employees' personal branding on corporate branding and corporate reputation. African Journal of Business and Economic Research, 15(2), 107–133. https://doi.org/10.31920/1750-4562/2020/V15N2A6
Rai, A., & Nandy, B. (2021). Employer brand to leverage employees' intention to stay through sequential mediation model: Evidence from Indian power sector. International Journal of Energy Sector Management, 15(3), 551–565. https://doi.org/10.1108/IJESM-10-2019-0024
Rana, R., Kapoor, S., & Gupta, S. K. (2021). Impact of HR practices on corporate image building in the Indian IT sector. Problems and Perspectives in Management, 19(2), 528–535. https://doi.org/10.21511/ppm.19(2).2021.42
Reis, G. G., Braga, B. M., & Trullen, J. (2017). Workplace authenticity as an attribute of employer attractiveness. Personnel Review, 46(8), 1962–1976. https://doi.org/10.1108/PR-07-2016-0156
Sarkar, S., & Searcy, C. (2016). Zeitgeist or chameleon? A quantitative analysis of CSR definitions. Journal of Cleaner Production, 135, 1423–1435. https://doi.org/10.1016/j.jclepro.2016.06.157
Schaefer, S. D., Terlutter, R., & Diehl, S. (2020). Talking about CSR matters: Employees' perception of and reaction to their company's CSR communication in four different CSR domains. International Journal of Advertising, 39(2), 191–212. https://doi.org/10.1080/02650487.2019.1593736
Staniec, I., & Kalińska-Kula, M. (2021). Internal employer branding as a way to improve employee engagement. Problems and Perspectives in Management, 19(3), 33–45. https://doi.org/10.21511/ppm.19(3).2021.04
Stockman, S., Van Hoye, G., & da Motta Veiga, S. (2020). Negative word-of-mouth and applicant attraction: The role of employer brand equity. Journal of Vocational Behavior, 118, 103368. https://doi.org/10.1016/j.jvb.2019.103368
Tabiu, A., Pangil, F., & Othman, S. Z. (2020). Does training, job autonomy and career planning predict employees' adaptive performance? Global Business Review, 21(3), 713–724. https://doi.org/10.1177/0972150918779159
Tanwar, K., & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: Gender as a moderator. Management Decision, 54(4), 854–886. https://doi.org/10.1108/MD-08-2015-0343
Tanwar, K., & Prasad, A. (2017). Employer brand scale development and validation: A second-order factor approach. Personnel Review, 46(2), 389–409. https://doi.org/10.1108/PR-03-2015-0065
Tatar, B., & Ergun, H. S. (2018). Employer branding and employee attitudes: Mediating role of person-organization fit. Pressacademia, 5(2), 110–120. https://doi.org/10.17261/pressacademia.2018.830
Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: A brand equity-based literature review and research agenda. International Journal of Management Reviews, 20(1), 155–179. https://doi.org/10.1111/ijmr.12121
Tkalac Verèiè, A. (2021). The impact of employee engagement, organisational support and employer branding on internal communication satisfaction. Public Relations Review, 47(1). https://doi.org/10.1016/j.pubrev.2021.102009
Tkalac Verèiè, A., & Sinèić Ćorić, D. (2018). The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444–452. https://doi.org/10.1016/j.pubrev.2018.06.005
Tustin, J. L., Crowcroft, N. S., Gesink, D., Johnson, I., Keelan, J., & Lachapelle, B. (2018). User-driven comments on a Facebook advertisement recruiting Canadian parents in a study on immunization: Content analysis. JMIR Public Health and Surveillance, 4(9), 1–12. https://doi.org/10.2196/10090
Yadav, L. K., Kumar, A., & Mishra, S. (2020). Can organizations leverage employer branding to gain employee engagement and reduce turnover intention? An empirical study with organizational trust as a mediator. Vision, 24(4), 496–505. https://doi.org/10.1177/0972262920943774