Purpose

The study aims to explore the relationship between the employer branding (EB) dimension of corporate social responsibility (CSR) and employee retention (ER) while testing for organizational identification (OI) as a mediator, within a single framework.

Design/methodology/approach

The study is cross-sectional, and the data were collected from 126 employees working in the Indian information technology (IT) companies. Regression technique and PROCESS macro were deployed to analyze the data.

Findings

The findings asserted that, first, the EB dimension of CSR influences ER. Second, CSR significantly affected OI and was found to be a strong predictor of ER. Third, the relationship between CSR and ER is mediated by OI.

Practical implications

Organizations should embed ethical stance in their policies, practices and procedures to retain a skilled workforce. Further, CSR as an EB dimension, while being imperative for improving employee-related outcomes, does not necessarily help to enhance retention of employees unless the employees build a strong identity with their work organization.

Social implications

The study connotes that organizations should be more socially responsible for achieving better employer status among various stakeholders. A well-designed strategy pertaining to CSR may increase the reputation of an employer as an attractive place to work for current and prospective employees.

Originality/value

The paper examined CSR as an important attribute of employer branding for retaining competent employees in the Indian setting; studies on CSR as an EB dimension are limited. The results focus on embracing socially responsible behavior of organizations and on examining the role of OI as a mediating variable.

中文翻译：

---

分析组织认同对企业社会责任雇主品牌与员工保留之间关系的中介作用

目的

这项研究旨在探索企业社会责任（CSR）的雇主品牌（EB）维度与员工保留（ER）之间的关系，同时在单个框架内测试组织标识（OI）作为中介者的能力。

设计/方法/方法

该研究是横断面的，数据是从在印度信息技术（IT）公司工作的126名员工收集的。部署了回归技术和PROCESS宏来分析数据。

发现

研究结果断言，首先，企业社会责任的EB维度影响ER。其次，CSR显着影响OI，并被认为是ER的强力预测指标。第三，企业社会责任与ER之间的关系是由OI介导的。

实际影响

组织应在其政策，实践和程序中体现道德立场，以保留熟练的员工队伍。此外，CSR作为EB维度，虽然必须改善与员工相关的结果，但不一定有助于提高员工的保留率，除非员工在工作组织中树立了良好的形象。

社会影响

该研究表明，组织应在社会上承担更多责任，以在各种利益相关者中获得更好的雇主地位。精心设计的企业社会责任战略可能会提高雇主的声誉，使雇主成为吸引现任和潜在雇员的诱人的工作场所。

创意/价值

本文将企业社会责任作为雇主品牌的重要属性，以保留在印度的合格雇员；关于企业社会责任作为EB维度的研究是有限的。研究结果集中在拥抱组织的社会责任行为上，并研究OI作为中介变量的作用。