Change search
ReferencesLink to record
Permanent link

Direct link
Using corporate social responsibility to attract, motivate and retain human resources: two case studies
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In a knowledge economy most companies try to attract, motivate and retain a high quality workforce, which has become a competitive advantage in an environment of increasing skills shortage. By being perceived as an attractive workplace, especially if the company reputation and image is valuable, rare and not easily imitated, companies can attract and maintain a high quality workforce. Research shows that individuals with a high number of job choices, such as with high education levels, are likely to respond in a strong and positive way to Corporate Social Responsibility (CSR), to feel enthusiastic to work for a company committed to CSR and to express high levels of dedication to company success. The purpose of this study is to develop a better understanding of companies’ use of CSR to attract, motivate and retain human resource talents. The research questions address these issues dealing with the relation between CSR and companies’ human resources and how companies communicate CSR internally and externally. The companies selected for this study were two knowledge- intensive multinational corporations operating in Sweden. Qualitative case studies were conducted. Findings show that companies are not only adopting CSR but are also incorporating it into their way of conducting business and into the organizational culture. This approach to CSR integrates CSR into the professional responsibilities of every employee, no matter where in the company they work, thereby involving them in the CSR work. The companies also target CSR activities towards fulfilling employee needs, and communicate CSR internally with objectives such as to achieve compliance and engagement by the employees, to give them information to respond to tough questions from the public and to give them a feeling that they are working for a company that does something good. Companies are also aware that CSR is a hot topic in society and make serious efforts in auditing and reporting CSR, presenting it to internal stakeholders as well as making it available to external stakeholders. However, the companies do not take any measures to target the information towards potential employees. Thus there seems to be a lack of connection between the use of CSR and attracting human resources when it comes to communicating CSR externally.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Corporate Social Responsibility, CSR, Human Resources, HR, Attract, Motivate, Retain, Communication
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-52300ISRN: LTU-DUPP--09/007--SELocal ID: 96c1e95b-2e0c-43bd-8c99-e10191b2220aOAI: diva2:1025670
Subject / course
Student thesis, at least 15 credits
Educational program
Industrial Marketing, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(567 kB)0 downloads
File information
File name FULLTEXT01.pdfFile size 567 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link