Corporate Social Responsibility €“ A Human Resources Management Priority

This paper aims to investigate how social responsibility values could be integrated in organisations’ management. Considering the most important kind of resources of an organization, its people, we focused on how corporate social responsibility (CSR) could contribute to motivation as a priority of Human resources management. This is why we approached two main target groups: employees, by one side, and potential employees (students), by the other side, in order to emphasize how CSR programs influence their adherence to corporate values and increase their involvement in the organization. The research has shown that such programs have a great positive impact to motivation. Both employees and students felt they belong to a corporate culture, they share common values and they have the chance to make an outstanding change in their community. Moreover, they believe that CSR can influence also the brand, the market share and the customer satisfaction. This is why we consider that involvement in this field should be seen as a managerial priority by integrating social and ecological objectives together with the economical ones in the organisation’s strategy.