مقاله انگلیسی رایگان در مورد برندینگ کارفرمایان و مسئولیت اجتماعی شرکتی – الزویر 2018

Most public relations professionals agree that the reputation of an organization should be safeguarded by the public relations department (Bae & Cameron, 2006). As Duhé (2009), “Reputation falls squarely, though not exclusively, in the purview of public relations practitioners”. The fact that reputation (just as CSR and employer branding) does not fall exclusively into any single field is perhaps the main reason for its lack of unanimous operationalization. Although the concept of reputation has been widely used in various disciplines, and numerous studies, there is still no “definitive definition” (Lange, Lee, & Dai, 2011; Tkalac Verčič, Verčič, & Žnidar, 2016). In Bromley (2002) conclusion from fifteen years ago, (2002) the concept of corporate reputation lacks an agreed theoretical basis and this conclusion still holds today. Reputation has been used synonymously with identity, image, prestige, goodwill, esteem and standing (Tkalac Verčič et al., 2016). Despite these conceptual differences, most authors seem to agree that various stakeholders make decisions with the reputation of the organization in their mind (Maden, Arikan, Telci, & Kantur, 2012). Today, when talking about reputation management, one of the most important goals for the organization is to remain legitimate (Martin, 2009) which emphasizes the importance of corporate social responsibility. CSR is often viewed as a strategic tool to respond to various expectations of multiple stakeholders (Lai, Chiu, Yang, & Pai, 2010; Maden et al., 2012). The potential relationship between reputation and CSR is well documented in literature and the two concepts are mostly considered close but still different (Maden et al., 2012; Hillenbrand & Money, 2007). Developing CSR projects helps an organization build a better reputation amongst internal and external stakeholders, and through attracting talent, motivating, recruiting and retaining employees, CSR can help build employer brands (Suliman & Al-Khatib, 2014). The employer branding concept is associated with corporate reputation (Ruiz, García, & Revilla, 2016) with some authors identifying it as the reputational protector (Burke et al., 2011). Literature concerned with reputation, corporate social responsibility and employer branding shows a certain overlap on the conceptual, methodological and empirical level (Hendriks, 2016). Authors often connect CSR and reputation (Brammer & Pavelin, 2006; Maden et al., 2012; Stanaland, Lwin, & Murphy, 2011), as well as employer brands and reputation (Ruiz et al., 2016; Burke et al., 2011). The aim of this research is to further explore the potential influences of perceived corporate social responsibility and employer brands on corporate reputation. Literature on all three included concepts is reviewed followed by the overview of research on their relationship.