Conceptualisation: The Interrelationship Between Corporate Social Responsibility, Employer Branding and Co-creation
Authors
Brix, Elisabeth ; Averhoff, Charlotte Vestergaard
Term
4. term
Publication year
2020
Submitted on
2020-06-02
Pages
107
Abstract
At fastholde medarbejdere er en voksende, international udfordring med store omkostninger. Dette speciale undersøger specifikt, hvordan organisationer kan fastholde medarbejdere fra Generation Y og Z, der udgør en stigende del af arbejdsstyrken og ofte skifter job efter få år. Formålet er at analysere, hvordan en kombination af tre områder – Corporate Social Responsibility (CSR, virksomheders sociale og miljømæssige ansvar), employer branding (hvordan en virksomhed præsenterer sig som arbejdsplads) og samskabelse (at udvikle indsatser sammen med medarbejdere) – kan bidrage til bedre fastholdelse. Specialet adresserer en videnmæssig mangel på tværs af disse tre felter. Som grundlag gennemføres en systematisk litteraturgennemgang bestående af syv dybdegående reviews: tre om hvert område for sig, ét om litteraturen der kombinerer alle tre, samt tre der undersøger de indbyrdes relationer parvist (f.eks. CSR og employer branding). På baggrund af disse gennemgange udvikles en konceptuel løsning på fastholdelsesudfordringen for Generation Y og Z. Analysen peger på, at en målrettet kombination af de tre felter kan påvirke fastholdelse positivt, når medarbejdere involveres i at samskabe virksomhedens CSR-værdier, og når dette forankres i en intern employer branding-proces. Denne tilgang kan øge motivation, engagement og jobtilfredshed og dermed – teoretisk – styrke fastholdelsen. Specialet afslutter med forslag til fremtidig forskning, herunder drøftelser af metoder til indsamling af empiriske data. Da fokus er teoridannelse, er der behov for efterfølgende empiriske studier til at afprøve den foreslåede konceptualisering i praksis.
Retaining employees is a growing international challenge with significant costs. This thesis focuses on how organizations can retain employees from Generation Y and Z, who make up an increasing share of the workforce and often leave within a few years. The aim is to analyze how a combination of three areas—Corporate Social Responsibility (CSR, a company’s social and environmental responsibilities), employer branding (how a company presents itself as a workplace), and co-creation (developing initiatives together with employees)—can help improve retention. The thesis addresses a knowledge gap about the interplay of these three fields. To build the theoretical foundation, a systematic literature review was conducted comprising seven in-depth reviews: three on each field individually, one on literature combining all three, and three on the pairwise relationships (e.g., CSR and employer branding). Based on these reviews, the thesis develops a conceptual solution to the retention challenge for Generations Y and Z. The analysis indicates that combining the three fields can positively influence retention when employees are involved in co-creating the company’s CSR values and when this is embedded in an internal employer branding process. This approach can increase motivation, engagement, and job satisfaction and thus—theoretically—improve retention. The thesis concludes with suggestions for future research, including detailed discussions of methods for collecting empirical data. As the focus is on theory development, subsequent empirical studies are needed to test the proposed conceptualization in practice.
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