Employee satisfaction, employer branding, and CSR : a five-year post-COVID-19 analysis

Abstract

PURPOSE: The purpose of this research is to verify the existence of a relationship between three variables: Employees’ satisfaction with job, Employer Branding the company's undertaking corporate social activity (CSR) treated as a part of the sustainable development paradigm and in particular as a concern to preserve the diversified resources of the local community: organizations and employees. The intention of the authors of the article is to identify the persistence of the relationship between the above-mentioned variables in the period of 5 years from the previous study, and as a result of the COVID-19 pandemic situation.

DESIGN/METHODOLOGY/APPROACH: The research was longitudinal in nature. The afore mentioned variables were elements of a previously constructed model (Krugiełka 2019 p. 51) relating to the determinants of undertaking socially responsible activities by companies. A total of 117 people participated in the new research procedure: 55 representatives of the management staff and 62 other employees from small and medium-sized enterprises, participating in the previous stage of the research. Two questionnaires for corporate social responsibility research and the Minesocki Job Satifaction Questionnaire and the Pandemic Questionnaire for the Employer Branding Survey were used as research tools.

FINDINGS: The research results showed a persistent relationship between employees’ job satisfaction, Employer Branding and corporate social responsibility, among the same communities after 5 years.

PRACTICAL IMPLICATIONS: The value of the presented research is the inspiration to take into account the coherence of considered factors as the level of employees’ job satisfaction and their relations with Employers Branding, and the systemic approach to the issue of corporate social responsibility especially in employers’ attitudes towards employees.

ORIGINALITY/VALUE: This picture comes down to the need to take into account the dependence and connections of the examined variables, which result in success in business and higher competitiveness of the company.