CORPORATE SOCIAL RESPONSIBILITY THROUGH MOTIVATING EMPLOYEES IN TYPICAL STATE-OWNED ECONOMIC GROUPS IN VIETNAM

In Vietnam, among 10 biggest economic groups (SEGs), four representatives, which are Viettel, Mobifone (belonged to VNPT in the period 1994-2016), Bao Viet Insurance (belonging to Bao Viet Group), Petroleum Insurance (belonging to PVN Group), have been ranked in the top list of 100 most desired employers in the market by Anphabe. This means that the working environment at the parent company or some subsidiaries of these four groups retains good employees and constantly attracts new talents to join. However, with the great potential and incentives on resources received from the Government, the business performance indicators of those State Economic Groups are not really commensurate. The root of the problem lies in the motivation of the workers. Also, the picture of corporate social responsibility is also much more energetic when the business situation of the groups becomes positive. When international partners and importers require Vietnamese enterprises to comply with global standards on occupational safety, worker health care, and environmental protection, Vietnamese enterprises will have stronger motivation to change and improve their performance, which means increased competitive advantage in the globally integrated environment. Therefore, this paper focuses on the relationship between CSR and the process of motivating employees to suggest new and more groundbreaking research directions on this issue in the future. This study is one of very few studies which have examined the potential relationship between Corporate Social Responsibility and Employee Motivation, with a look from the inside of the company towards the outside connection with society, communities and the customers. The effects can be imposed in back-and-forth directions between CSR and Employee Motivation activities of the company.