Analysis of the Perception of Corporate Social Responsibility of Young Adults in the SEE Region on the Example of a Selected Banking Group

Tijekom posljednjih desetljeća, društveno odgovorno poslovanje postaje sve važniji čimbenik u kontekstu strateškog fokusa poduzeća. Kompanije sve više uključuju društveno i ekološki odgovorne ciljeve u svoje dugoročne poslovne strategije te tako doprinose zajednici unutar koje djeluju te oblikuju vlastiti imidž. Iako su istraživanja na temu DOP-a brojna, istraživanja koja istražuju povezanost employer brandinga i društveno odgovornog poslovanja relativno su malobrojna i neistražena. Ovaj specijalistički diplomski stručni rad ima za cilj istražiti percepciju mladih iz četiri regionalne države o ulozi DOP-a u poslovanju bankarske industrije. Odnosno, želi definirati značaj DOP-a u procesu odabira budućeg poslodavca te razinu utjecaja razvijenosti imidža društveno odgovornog poslovanja na konačan odabir poslodavca, kao i integraciju DOP aktivnosti u strategiju bankarskih poduzeća i ulogu istoga u poslovanju. Rad obuhvaća sve čimbenike koji utječu na proces odabira budućeg poslodavca sa strane poslodavca, ali i kandidata za posao te iznosi zaključke istraživanja.Over the last decades, corporate social responsibility has become an increasingly important factor in the context of a company’s strategic focus. Companies are incorporating socially and environmentally responsible goals onto their long-term business strategies increasingly more often, thus contributing to the community within which they operate and shaping their own image. Although there are numerous research papers on CSR, research papers investigating the link between employer branding and employer social responsibility are relatively scarce and the topic is unexplored. This specialist graduate professional thesis aims to explore the perception of young people from four regional countries about the role CSR plays within the business operations of the banking industry. That is, it aims to define the importance of CSR in the process of selecting a future employer and the level of influence that the development of the image of social responsibility has on the final selection of the employer, as well as the integration of CSR activities in the strategy of banking companies. The paper covers all of the factors that influence the process of selecting a future employer from the point of view of the employer, but also the job candidate, and presents the conclusions of the research