CSR and employer brand attractivity / Françoise DE FELCOURT / 2022

Titre : CSR and employer brand attractivity Type de document : Mémoire Auteurs : Françoise DE FELCOURT, Auteur Année de publication : 2022 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management GESTION DES RESSOURCES HUMAINES ; ENTREPRISE ; ECOLOGIE ; SALARIE Résumé : Nowadays, companies and more precisely HR departments are facing recruitment and retention issues due to a number of factors. Those factors could be numerous such as a mismatch between candidates’ skills and companies’ needs, hyper-competitive sectors or a candidate typology that has changed significantly over the last 30 years. Generations Y and Z, who already make up more than half of the workforce, are less loyal to their companies, but they are also looking for meaning and are willing to take risks to align their values with their work. They have been sensitized to the notion of CSR (Corporate Social Responsibility) and it seems like they are receptive to CSR commitments. We will therefore ask ourselves what role does CSR play in HR marketing and is it crucial nowadays for employer attractivity? In this paper, we will try to demonstrate that CSR strategy is an HR issue, even though it isn’t always seen as such in companies. We will also try to show that the HR function views CSR commitments as aspect to emphasize in their employer brand communication. Lastly, we will try to see if the HR function believes that promoting CSR commitments will have a positive effect on company attractivity and talent retention. We will do so by analyzing literature on the subject to have a first overview, then we will try to prove our hypothesizes by conducting a qualitative study in the form of interviews. However, one of the limitations of this study might be the fact that in the qualitative study we will base our study on the hypothesis that the if CSR commitments are made by a company they will be respected. Also, it will not take into account the current image of the company. The objective of this paper will be to show that the HR function is conscious about the necessity of implementing a CSR policy coupled with an HR marketing strategy and that they do believe it is a way to attract and retain the talents of tomorrow. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572161