I M PA C T O F C O R P O R AT E S O C I A L

RESPONSIBILITY ON EMPLOYER
BRANDING: A STUDY OF
S E L E C T O R G A N I Z AT I O N S I N
INDIA

PRESENTED BY
AKANKSHA SACHAN A-19
M I TA L I K O H L I A - 3 0
AASHI JAIN A-35
 INTRODUCTION
• CSR can help in engaging, motivating, retaining internal and attracting external employees as it
has been found to build image and enhance trust among all stakeholders including employees.
• CSR can be an important factor in influencing the success of an employer besides the
employee, being the most important resource and integral part of the company as they possess
the required skill and competencies to ensure the operational success of the organization.
• By undertaking various CSR activities, companies try to preserve the physical environment;
provide better work conditions; ensure fair salary and benefits to their employees; take care of
the wealth of their shareholders and gives back to the society
• Building of employer brand is important to organizations for a high market recognition
• This study explains the relationship between CSR and Employee Branding and thus evaluates
the impact of the former on the latter.
• Companies can change their view on CSR and look forward different ways of enhancing
employer branding.
OBJECTIVES OF THE STUDY:
1. To examine the existing CSR activities done in select organizations.

2. To examine the existing Employer Branding practices by select organizations.

3. To find the Impact of CSR activities on Employer Branding in select

organisations
RESEARCH METHODOLOGY
.
 TARGET POPULATION:
 The study focuses on employees working in five organizations with different designation, work
experience and varied age group.
 SAMPLE SIZE: A sample size of 104 respondents has been taken.
 SAMPLE DESIGN: Convenience sampling has been used to support the study.
 RESEARCH DESIGN: Descriptive Research.
 MODES OF DATA COLLECTION: Both Primary and Secondary mode.
 VARIABLES UNDER STUDY: Corporate Social Responsibility (independent variable)
and Employer Branding (dependent variable).
 DATA COLLECTION TOOL: After analyzing the secondary sources, a structured
questionnaire was taken from already existing research.
 DATA ANALYSIS TOOL: MS Excel
 ANALYSIS AND
INTERPRETATION
DEMOGRAPHIC VARIABLES
 WORK EXPERIENCE
Interpretation:
• 27.5% (yellow portion) - work experience between 3-5 years.
• 18.6% (orange portion)- work experience of 6 months – 1 year.
• 18.6% (green portion) work experience of over 5 years.
 ANALYSIS AND
INTERPRETATION
DEMOGRAPHIC VARIABLES
 DESIGNATION
Interpretation: It can be said from major portion (yellow) of the pie chart, depicts that 50.5% of people
are working as managers, 14% (green portion) indicates that some of the people work as junior level
manager as well and very small portion (red and blue) work as general manger and project engineer of
the pie chart (2.8%) says that few people work as mid level mangers and HR mangers.
 ANALYSIS AND INTERPRETATION
Focus areas of CSR Environmental Sustainability
Education
9% 18%
5%
Social/Community Development
8%

17% Health & Hygiene/Sanitation

11%
Women Empowerment/Gender Equality
15%
17% Rural Development
Sports (Rural/National/Olympic/Paralympics)
Other Areas
Interpretation
• 35% of the companies contribute towards education
and social development
• 18 % of the companies direct their CSR contribution
towards environmental sustainability.
• 15% on health hygiene and sanitization
• Around 11% towards women empowerment.
• 8% around rural development.
 ANALYSIS AND INTERPRETATION
Practices for Brand Reputation
Quality of Products & Services
2% 2%
4%
2%
CSR/Sustainability Initiatives
7% 22%
Work Environment/Culture
Stakeholders Relationship
16% Ethics/Values/Integrity/Transparency
Pay & Perks, etc.
22% Employee as Brand Ambassador
Iconic Personality as Brand Ambassador
22% Brand Equity/Image/Reputation
Interpretation
• 66% agreed on practices which increase employer branding are
CSR/Sustainability Initiatives, work environment and quality of products
and services.
• 16% indicate that having good stakeholder relationship helps in enhancing
employer brand.
• Around 10% employees believe employer branding is enhance by
ethics/values/integrity and pay & perks at their organisation
 ANALYSIS AND
INTERPRETATION
CALCULATION OF MEAN

Total mean of Corporate Social Total mean of Employer Branding

Responsibility (independent variable) (dependent variable)

3.913759192 4.10866189

 Interpretation: The total mean for independent variable (CSR) is 3.913759192 and
for dependent variable (Employer Branding) the value of mean is 4.10866189. The
mean values for both the variables are pretty high which indicates that both of them
are necessary for the functioning.
 ANALYSIS AND
INTERPRETATION
CALCULATION OF STANDARD DEVIATION
Standard Deviation of Corporate Social Standard Deviation of Employee Branding
Responsibility (independent variable) (dependent variable)

0.912810457 0.787664993
   
 

•Interpretation: Standard deviation of Corporate Social Responsibility calculated is smaller

0.912810457 than 1, which indicates that data is closely clustered around the mean.
Standard deviation of Employer Branding calculated 0.787664993 is also smaller than 1, which
indicates that data of the dependent variable is also closely clustered around the mean. 
 ANALYSIS AND
INTERPRETATION
CORRELATION ANALYSIS
Employer Branding Corporate Social Responsibility
  mean mean

Total mean of Employer Branding 1 0.643144476

Total mean of Corporate Social
Responsibility 0.643144476 1

 Interpretation: Positive correlation does exist between the Independent variable

(Corporate Social Responsibility) and Dependent Variable (Employer Branding). Both
the variables are able to correlate with each other and relationship does exist.
ANALYSIS AND INTERPRETATION

REGRESSION ANALYSIS

Regression Statistics
Multiple R 0.58164691
R Square 0.338313128
Adjusted R Square 0.303487503
Standard Error 0.372428457
Observations 104
 ANALYSIS AND
INTERPRETATION
REGRESSION ANALYSIS
 
 
ANOVA
  Df SS MS F Significance F

Regression 1 6.73714 0.04579 9.71448 0.08E-07

Residual 103 13.176780 0.001484
Total 104 19.913922      

 Interpretation: Significant positive impact of Corporate Social Responsibility (independent

variable) on Employee Branding (dependent variable) and it is fully satisfying the third objective of
the research paper.
ANALYSIS AND INTERPRETATION

Use of CSR for Brand Building

Yes, CSR is a tool or strategy

20% to build their brand
No, CSR and brand building
20% 60%
are poles apart
Neither Yes (agreed) nor No
(denied)
Use of CSR for Brand Building

Interpretation-
• 60% employee of these organizations categorically confirmed
using CSR as a tool or strategy to build their brand
• 20% denied using it for this purpose whereas, the remaining
20% neither agreed nor denied or were unaware.
 CONCLUSION
• The independent variable (Corporate Social Responsibility) has corresponded positively and
has significant impact on the dependent variable (Employer Branding).
• The positive correlation and impact between both the variables are very much acceptable as
the consistency of data is really on higher side..
• Through this research it can derived that Corporate Social Responsibility surely is an
important factor for Employer Branding level as helps in increasing the employee brand
value if the initiatives discussed in the research are not only recognized but also implemented
• The first objective of the research i.e., to examine the of existing CSR activities in the
organization is fulfilled by calculating mean and standard deviation.
• The second objective of the research i.e., to examine of employer brand building practices is
also fulfilled by calculating mean and standard deviation.
• The third objective of the study i.e., to find the impact of CSR activities on employer branding
is achieved by doing regression and correlation analysis between the two variables.
SCOPE FOR FUTURE
RESEARCH
CSR and Employer Branding are broad areas for research. Though there have been a large
number of studies in these fields yet, there still exists a lot of uncovered space that can be
explored further. Some of the potential areas/fields for future research can be:
 
• Empirical studies can be conducted to explore the extent of influence of CSR on EB in an
industry or sector with a large sample size, as this aspect remains underutilized among
companies in India, as revealed by this study
• Impact of both CSR and EB on Attraction/Retention can be empirically individually examined
on an organizational and industry basis, as this area remains almost blank in the Indian context.
• Studies may be conducted on the individual constructs of the CSR and EB for their respective
areas of influence on various aspects of Talent Management.
• Studies can also be conducted on relations between the investment on CSR and return on
investment in terms of profitability of the organizations
LIMITATIONS
• The study is limited to the organizations selected and therefore, the results may be generalized
only for the same and similar organizations in India
• The study is based on certain scales adopted from existing literature
• The study involves only private companies
• The main results/findings on causal relationship of variables under the study are based on
primary data. Though utmost care has been taken to collect, clean and analyze the data yet, a
minor bias on the part of respondents cannot be ruled out, affecting the outcome on either side
but marginally
THANK YOU