Using CSR to Create the Employer Identity: Case Study of Romanian Companies

In the current economic and social landscape, businesses are becoming more and more competitive in terms of talents attraction and employer branding can be considered the source for creating attractiveness for companies. What most of the organizations do when it comes to shaping their employer image is integrating the concept of corporate social responsibility (CSR) in their strategy. The present paper’s aim is to determine what are the approaches used by Romanian companies and how they integrate CSR. Also, we analyzed to what extent that information are available on the companies’ web pages. To reach this goal, we started from analyzing 21 companies from Romanian market. These companies are the winners of Employer Branding Awards in 2022, one big event in the employer branding area. The manner in which they communicate about employer branding on their websites, career pages especially was studied to determine their commitment in one of the following categories: environment, community, diversity & inclusion and health. Thus, diversity and inclusion seems to be the area utilized by the most of the winner companies addressing their CSR strategies. Conversely, their involvement in the environmental protection and community is not so frequent mentioned in CSR communication.