The role of corporate socially responsible business in attracting new employees

U današnje vrijeme koje obilježava povećana društvena osjetljivost, stvaranje profita nije jedini cilj za poduzeća koja žele poslovati konkurentno. Kako bi se izdvojile na tržištu rada, organizacije nastoje biti stepenicu više od svojih konkurenata, a to postižu izgradnjom marke poslodavca i ulaganjem truda u izgradnju pozitivnog imidža za interno i eksterno tržište rada kako bi privukle najtalentiranije potencijalne zaposlenike. Svrha rada je pronaći poveznicu između društveno odgovornog poslovanja poduzeća u sklopu izgradnje marke poslodavca i percepcije privlačnosti poslodavca koja je stvorena takvim poslovanjem kod studentske populacije. S obzirom da većina mladih po završetku studija planira tražiti posao i pri tome birati poduzeća za koja smatraju da najbolje mogu zadovoljiti njihove potrebe, empirijsko istraživanje provedeno je na prigodnom uzorku studenata diplomskog studija. Istraživanje uključuje percepcije studenata o utjecaju načina poslovanja poduzeća na njihov izbor poduzeća kao poželjnog poslodavca te o utjecaju društveno odgovornog poslovanja poduzeća na izgradnju marke poslodavca.At the present time, which is characterized by increased social sensitivity, making a profit is not the only goal for companies that want to be competitive on the market. In order to stand out in the labor market, organizations strive to be one step ahead of the competition. The way they achieve this is by building an employer brand and put an extra effort in building a positive image for the internal and external labor market to attract the most talented potential employees. The purpose of this paper is to find a link between corporate social responsibility as a part of building an employer brand and the perception of employer attractiveness created by such business among the student population. Taking in a consideration that most young people plan to look for a job after their graduation and choose the companies that they think can meet their needs the best, empirical research had been conducted on a suitable sample of graduate students. In the empirical part of the paper, a survey is used to investigate if the company’s way of doing business would influence student’s perception about the attractiveness of the company as an employer. Moreover, a survey investigates the impact of corporate social responsibility on the process of building the employer brand