1. PARIDHI AGARWAL - Research Scholar, Institute of Management Study, MAKAUT, Kolkata, India.
2. Dr. APARAJITA ROY - Senior Assistant Professor, Institute of Management Study, MAKAUT, Kolkata, India.
3. Dr. DEBANSU CHATTERJEE - Senior Associate Professor, Swami Vivekananda Institute of Science and Technology, Makaut, Kolkata, India.
The concept of Corporate Social Responsibility, also popularly known as CSR seems to have become an indispensable segment of corporate thought and practice all around the world. CSR has long been a part of Indian business. There have been efforts on the side of the business community and government, both in the distant and recent past, to make responsible business methods part of our commercial culture. Employer branding on the other hand, is the branding and marketing of the entire working experience. It distinguishes an employer's image as a good setting to work and their “employee value proposition” from the more basic “corporate brand reputation” and “customer value proposition”. The term was first used in the early 20th century and since then it has become a popular trend throughout the global corporate circuit. Employer branding is increasingly incorporating CSR to increase appeal, engage current and potential employees, and assure consistency in employee brand behaviors. Also, Employee engagement refers to a worker's level of open attachment, to his affiliation and zeal for the job. It can be significantly enhanced through fair and equitable treatment in the organization coupled with proper compensation and training opportunities. This study mainly revolves around the notion of Corporate Social Responsibility and how it has emerged in India in the last decade. It attempts to identify the various factors affecting CSR that have an impact on employer image and reputation and subsequently on Employee Engagement of an organization actively endorsing a social cause in the IT sector.
Corporate Social Responsibility, Employer Branding, Employee engagement, Exploratory Factor Analysis, Correlation Analysis.