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Abstract
Any investment in human resource is always a step towards betterment. Studies have also shown that employer branding investment is worth every penny. Traditionally, we only considered marketing departments doing the branding work. However, in recent years, HR department also shoulders the responsibility of creating and maintaining employer brand. An employer brand is nothing but a positive impression of the organization as a place to work. Creating employer is a strategic function. It's an integrated process that comes into play before, during and after the recruitment process. Employees, i.e. human resource and the brands seek core importance in the employer branding of the companies in the employment market. Creating positive impression in the minds of existing and prospective employees is a continuous process and cannot be only achieved through fat compensation packages. But, many factors contribute to creating an employer brand like work culture, policies, job satisfaction, social image of the company, and many more. Socially responsible image of an organization also is one of those various factors which cannot be overlooked these days. Corporate social responsibility is not a buzz word anymore and with the recent developments in the Companies Bill, it's more spoken about. This paper tries to study the link between the socially responsible image and its contribution to employer branding of organizations, internally and externally. The study is conducted in manufacturing companies in Pune Industrial region. This paper forms part of the doctoral research work of the research student under the University of Pune.
Keywords: Employer branding, Corporate Social Responsibility, Recruitment Process, Internal branding
Introduction
"Business is not divorced from the rest of society a company should be a responsible member of the society in which it operates". (WBCSD, 2006). Business Organizations operate in the society, use environmental resources and earn profits. This expects them to return back a share of profits to the society and environment. The previously acknowledged voluntary duty of businesses is becoming compulsory legal duty to contribute towards social development and environmental conservation, widely known as Corporate Social Responsibility. These voluntary actions of organizations certainly add to the good image of organizations. This not only has impact on the society, prospective employees of the organizations but also the existing employees there. Employer's good reputation...