DOES CORPORATE SOCIAL RESPONSIBILITY OF ORGANISATIONS IMPACT THEIR EMPLOYER BRAND?

In the VUCA business environment, to gain competitive advantage, businesses must build an effective employer brand. Employer branding conveys the positive image of the organisation and is used as a technique to achieve myriad goals such as employee engagement, employee attraction and retention, to name a few. Employer brand is understood as the bundle of economic, functional role and psychological benefits that employers provide to employees. Building a positive image can be possible through socially responsible activities. Involving in socially responsible activities, which may be philanthropic or addressing specific needs of the society; sends a positive image about the organization to all stakeholders. Organizations, nowadays, are becoming cognizant of Employer Branding as it has been observed that with the help of Employer Branding, the best talent in the market can be attracted, retained, and motivated. This study aims to find out the impact that corporate social responsibility of the organisations has on its employees. This study examines IT employees’ perceptions of corporate social responsibility as a construct of employer branding and analyses the relationship between employees’ demographic profiles and their perceptions of corporate social responsibility. Primary data were collected from 600 employees working in the top 20 IT companies ranked by NASSCOM using a structured questionnaire. Judgement sampling was adopted, and statistical tools such as percentage analysis, t-tests, and ANOVA were employed for data analysis. The findings reveal that IT employees exhibit a moderate level of satisfaction with corporate social responsibility practices of their organisation. While no significant differences were found across gender, marital status, age and experience, significant variations in perceptions of corporate social responsibility were observed across educational qualification, job type, and income levels. The study concludes that corporate social responsibility of an organisation plays a vital role in strengthening employer branding by enhancing employee engagement, fostering innovation, and positioning organisations as inclusive employers of choice.