企业社会营销活动在雇主品牌塑造中的作用:校园参与计划研究

IF 2.3 Q3 BUSINESS
Anuj Saini, Gordhan K. Saini, Shaurya Kumar
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引用次数: 4

摘要

背景企业社会营销作为一种企业社会活动,被认为是通过行为改变创造社会公益的最有效工具。然而,CSM在业务环境中的相关性和好处在很大程度上是未知的。了解CSM计划的“商业案例”可以为该领域的从业者提供有用的见解。在本文中,我们研究了CSM在雇主品牌领域的跨界效益。研究问题本研究旨在回答一个主要问题:CSM活动在建立一个组织的雇主品牌方面发挥了任何作用吗?如果是,那么怎么做?此外,两个相关的补充问题包括:(i)管理者如何看待校园参与计划中CSM活动的使用?(ii)求职者如何看待CSM活动在校园参与计划中的使用?方法采用定性研究的方法回答上述问题。采用有目的的抽样方法,我们采访了6名管理人员和13名参加校园参与计划的管理学生。这项研究是在新兴经济背景下进行的,即印度,该国已经开展了几次成功的CSM运动,是最年轻的劳动人口,尤其是千禧一代的家园。结果研究表明,CSM会带来三个主要的雇主品牌结果——提高雇主意识、提高雇主吸引力以及将雇主与其他竞争组织区分开来。学生们更喜欢那些为他们提供社会工作机会的雇主,甚至愿意在这些组织中接受更低的工资。经理们透露了在校园演讲中展示CSM的重要性,并确认了社会原因在雇主品牌倡议中的相关性。实践建议该研究为人力资源经理提供了有用的见解,让他们了解CSM活动在提高雇主意识和吸引人才方面的作用。我们建议在校园参与会议期间利用CSM活动,在竞争激烈的人才市场中实现差异化。鲜为人知的雇主可以利用CSM活动来提高潜在招聘学生的雇主意识。组织可以根据其价值观和使命,积极设计和实施CSM活动,为其雇主品牌带来积极的溢出效应。本研究旨在通过研究CSM在雇主品牌塑造中的跨边界作用,为CSM文献做出贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Role of Corporate Social Marketing Campaigns in Employer Branding: A Study of Campus Engagement Initiatives
Background Corporate social marketing (CSM), as a type of corporate social initiative, is considered to be the most effective tool for creating social good through behavioural change. However, the relevance and benefits of CSM in the business context are largely unknown. The understanding of ‘the business case’ of CSM initiatives can provide useful insights to practitioners in this field. In this paper, we study the boundary spanning benefits of CSM in the area of employer branding. Research Questions This research aims to answer one major question: Do CSM campaigns play any role in building an organization’s employer brand? If yes, then how? Further, two associated supplementary questions include (i) how do managers perceive the use of CSM campaigns during campus engagement initiatives? (ii) how do job seekers perceive the use of CSM campaigns in campus engagement initiatives? Methods We use a qualitative research approach to answer the above questions. Using a purposive sampling method, we interviewed 6 managers who manage and 13 management students who attended campus engagement initiatives. The research was carried out in an emerging economy context, namely India, which has had several successful CSM campaigns and is home to the youngest working population, particularly millennials. Results The study shows that CSM leads to three major employer branding outcomes – increasing employer awareness, enhancing employer attractiveness and differentiating an employer from other competing organizations. Students prefer employers who provide them opportunities to work for society and are even willing to accept a lower pay in such organizations. Managers revealed the importance of showcasing CSMs during campus presentations and confirmed the relevance of social causes in employer branding initiatives. Recommendations for Practice The study offers useful insights to human resource managers on the role of CSM campaigns in creating employer awareness and attracting talent during campus engagement. We recommend that CSM campaigns be leveraged during campus engagement sessions for achieving differentiation in a competitive talent market. Lesser-known employers can use CSM campaigns for increasing employer awareness among potential student recruits. Organizations may proactively design and implement CSM campaigns, consistent with their values and mission, for the positive spill-over effects it can yield for their employer brand. The study aims to contribute to the CSM literature by studying the boundary spanning role of CSM in employer branding.
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CiteScore
4.30
自引率
16.70%
发文量
21
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