CSR employer branding, organisational identification, person–organisation fit and employee retention: a dual mediation model

Purpose Corporate social responsibility (CSR) is gaining recognition and value among researchers, academicians and business professionals. Drawing on theories of social identity and person–organisation fit, the present research propounds a model that investigates the role of CSR branding in influencing employee retention. Design/methodology/approach The paper is based on primary survey data from 348 employees working in organisations in the Indian industrial hubs. The study uses the regression and PROCESS macro model to analyse relationship among study variables. Findings The study indicated how CSR initiatives could help organisations handle the threat of high turnover storm all over the world, thereby retaining the employees with a high set of skills. Moreover, the paper connotes that employee retention is influenced directly by CSR branding as well as indirectly under the presence of organisational identification and person–organisation fit (mediators). Practical implications Results suggest the role of a positive identity and a mutual fit as significant predictors of employee retention. The implications for future research on CSR, employees' stay intentions, employees' identification and value congruence are further discussed in light of the findings. Originality/value The novelty of this research insists on shedding light on the indirect mechanisms linking CSR to employee retention that has been overlooked so far, particularly in the Indian setting; studies on an integrated model of organisational identification and person–organisation fit are limited.