Strategic CSR for employer branding: A decision framework prioritizing internal wellbeing and ethical governance

This study examines which aspects of Corporate Social Responsibility (CSR) most effectively improve employer branding (EB) and organizational appeal. Using a multi-criteria decision-making approach that combines the Interval-Valued Intuitionistic Fuzzy Best-Worst Method (IVIF-BWM), expert assessments from thirteen industries were analyzed to systematically rank CSR factors. The findings reveal that internal CSR, especially employee development, fair wages, and a safe, non-discriminatory work environment, is the most influential factor for employer branding. Organizational governance and ethics, notably supply chain transparency and ethical behavior, are also highly important. Conversely, external stakeholder engagement, such as environmental initiatives and community programs, while beneficial, has a relatively lower impact on employer branding results. The results challenge the idea that customizing CSR to demographic or generational trends is necessary, instead emphasizing the universal value of strong internal practices and ethical governance. This research offers practical advice for organizations aiming to attract and retain talent: focus on solid internal CSR and transparent governance rather than superficial external campaigns. The study presents a clear, evidence-based ranking of CSR priorities for employer branding and addresses key questions about which CSR dimensions are most impactful, the effects of specific initiatives, and how they contribute to organizational attractiveness and workforce recruitment.