Corporate Social

Responsibility
 Corporate Social Responsibility is a management concept
whereby companies integrate social and environmental concerns in
their business operations and interactions with their stakeholders.
 CSR is generally understood as being the way through which a
company achieves a balance of economic, environmental and social
imperatives (“Triple-Bottom-Line- Approach”), while at the same time
addressing the expectations of shareholders and stakeholders.
 In this sense it is important to draw a distinction between CSR, which
can be a strategic business management concept, and charity,
sponsorships or philanthropy.
 Even though the latter can also make a valuable contribution to poverty
reduction, will directly enhance the reputation of a company and
strengthen its brand, the concept of CSR clearly goes beyond that.
 Thus, CSR is no charity or mere donations.
 CSR is a way of conducting business, by which corporate entities visibly
contribute to the social good. Socially responsible companies use CSR to
integrate economic, environmental and social objectives with the
company’s operations and growth.
• “Corporate Social Responsibility” (CSR) Means and include but
not limited to :-

1)Projects or programs relating to activities specified in the

schedule VII of the companies Act 2013; or
2)Projects or Programs relating to activities undertaken by
BODs of the company in pursuance of the recommendations of
the CSR committee of the Board as per declared CSR Policy of
the company enumerated in schedule VII of the Act.

• “CSR Policy” relates to the activities to be undertaken by the

company as specified in schedule VII of the act and the
expenditure thereon, excluding activities undertaken in
pursuance of normal course of business of a company
Applicability : (sec. 135(1))
• To all companies that have either of the following in any
financial year:
* All Companies
► Net worth of INR 500 crore or more means every
Company
► Turnover of INR 1000 crore or more including its
► Net profit of INR 5 crore or more holding or
subsidiary and
foreign company
having its branch
office or project
office in India.
List of CSR Activities:
• Eradicating extreme hunger and poverty;
• Promotion of education;
• Promoting gender equality and empowering women;
• Reducing child mortality and improving maternal health;
• Ensuring environmental sustainability;
• Employment enhancing vocational skills;
• Social business projects;
• Contribution to the Prime Minister's National Relief Fund or any other fund
setup by the Central Government or the State Governments for socio-
economic development and relief and funds for the welfare of the Scheduled
Castes, the Scheduled Tribes, other backward classes, minorities and women ;
and
• Such other matters as may be prescribed.
 Arguments for the CSR

• Corporate should have some moral & social obligations to

undertake for the welfare of the society.

• Proper use of resources, capability & competence.

• The expenditure on CSR is a sort of investment.
• Company can avoid many legal complications.
• It create a better impression.
• Corporate should return a part of wealth.
 Arguments against the CSR

 Fundamental principles of business gets violated.

 It vey expensive for business houses.

 CSR projects will not be successful.

 There are not the special areas of any business.

 CSR is to induce them to steal away the shareholders
money.
 Basic Constituents of CSR

Contribute Make Improveme

towards a
Towards
desirable nt of social Business
sustainable
economic social environme & Society
developme changes nt
nt
 CSR Principles & Strategies.

Respect for human rights.

Respect for the differences of views.
Diversity & non-discrimination should be the guiding principle.
Make some social contribution.
Enter into e dialogue
Self-realization & creativity.
Fair dealings & collaboration.
Feedback from the community.
Positive value- added
Long term economic & social development.
 CSR and Corporate strategy
 CSR strategy is the comprehensive plan companies and funders use to
design, execute, and analyze their corporate social responsibility
initiatives.
 It includes specific focus areas, program design, promotion and
communication approaches, and evaluation procedures.
 Most companies with thriving CSR initiatives use strategy to build and
monitor their programs; a few of these companies also share their
strategy publicly.
 Nestle is a great example, offering detailed insight into their brand’s
approach (called “Creating Shared Value”) that includes long-term
goals for serving individuals, families, communities, and the planet, as
well as measurement procedures and transparent performance and
reporting.
A well-crafted CSR strategy can help you:
• Keep everything organized
• Improve impacts
• Protect your brand reputation
 Common CSR corporate Strategies
 Promoting Healthy and Inclusive Workplace Cultures:
 Social responsibility starts with workplace culture and your internal
community. Organizations who keep this in mind, create environments in
which their own employees can thrive and excel.
 Case: In 2018, a viral video sparked protests over racially-motivated arrests
of two African-American men at a Philadelphia Starbucks. Starbucks
responded by closing Starbucks stores across the country for a four-hour
racial bias training. Sephora similarly shut down its stores for a one-
hour diversity and inclusion training in 2019.
 Those training sessions were a step in the right direction to maximizing
shareholder value. High-visibility training efforts allow companies to
communicate their values across all stakeholder segments, but companies
need to go beyond a one-day focus on diversity and inclusion.
 Organizations must recognize or diversity training as just one piece of
a larger, ongoing CSR strategy to establish a positive company culture.
 A strong workplace culture creates positive feedback loops that enhance a
company’s social responsibility mission.
 Employees are more likely to do their best work and help their company
succeed when they feel seen and heard.
 Designing Goals with Measurable Impact
 Socially responsible companies set measurable goals. Measurable goals
keep organizations accountable to themselves and stakeholders.
 CSR leaders design goals with multiple priorities in mind.
 These priorities include community impact, internal business practices,
marketing reach, and public and government relations.
 Executives should focus first on metrics that relate directly to the
performance of a CSR strategy
 The time frame is also an important goal-setting consideration.
 CSR leaders should consider short-term and long-term goals for a
program. Some CSR strategies and programs demand longer time horizons
than others. It is up to the CSR leader to set goals that accurately reflect
these time horizons.
 Campbell’s Soup Company
Aligning Community Impact Goals with Business Practices
 Successful socially-responsible companies identify causes that align with
their corporate mission, employee base, and communities. These
organizations then advance these causes through authentic and sincere
actions.
 How does a company express authenticity in their corporate social
responsibility strategies.
 Authenticity starts with skin in the game. A company demonstrates skin in
the game when it makes material sacrifices or adjustments. Organizations
should evaluate their community impact goals alongside their business
practices. Executives should work toward alignment between these goals
and practices.
 Case: Pfizer has similarly adjusted their business practices to meet its
philanthropic goal of expanding healthcare access.
 The drug maker announced in 2016 that it would offer vaccines to relief
organizations at reduced prices.
 Pfizer also leads an education initiative to prevent the over-prescription of
antibiotics despite potential impacts to its bottom line.
 Socially Responsible Companies Leverage Their Core
Capabilities
Companies also achieve authenticity when they play to their strengths. The
most impactful socially responsible companies take advantage of their
strongest assets.
 Case: JetBlue’s strongest asset is travel. The airline crafted its Flying It
Forward campaign in 2014.
 The campaign asked a simple question: “If you were given one flight to
spread good, where would you go?”
 The campaign offered free flights to passengers who pledged their trip
toward “making the world a little better.” The program flew recipients
across the Americas to serve underserved communities and inspire others.
Recipients paid their trip forward by choosing the next free flight
recipient.
 JetBlue has also leveraged its strongest asset through education. The
airline supports the Aviation Career Education (ACE) Camp.
 JetBlue employees help underprivileged high school students understand
the science, technology, engineering, and math behind aviation. At least
one ACE student has become a JetBlue pilot.
 Soliciting Feedback and Engagement to Maximize
Stakeholder Value
 Socially responsible companies must listen to all of their stakeholders
(internal and external communities). The strongest community initiatives
incorporate feedback from employees, consumers, and the individuals
that the initiative impacts.
 CSR and HR leaders should educate employees about initiatives and how
they can get involved. Corporate Social Responsibility strategies, goals
and metrics can play an important role in these conversations.
 Case: In 2010, Nestle came under fire from a Greenpeace-produced viral
video about unsustainable palm oil.
 The food company listened to upset consumers. Since then, Nestle has
taken a proactive approach to strategies of CSR and has
organized stakeholder forums to gather feedback on initiatives related to
sustainability, water stewardship, and job creation.
 With this practice active listening it help their brand to take control of the
conversation and maximize stakeholder value. When brands make their
stakeholders feel heard, everybody wins.
 Six Strategies in the adoption of CSR.
 Rejection strategy
 Adversary strategy
 Resistance strategy
 Compliance strategy
 Accommodation strategy
 Proactive strategy
Cases of CSR in India
 Since the applicability of mandatory CSR provision in 2014, CSR
spending by corporate India has increased significantly.
 In 2022, companies spent 47 percent higher as compared to the
amount in 2018-19, contributing US$1 billion to CSR initiatives,
according to a survey.
 Listed companies in India spent INR 100 billion (US$1.4 billion)
 in various programs ranging from educational programs, skill
development, social welfare, healthcare, and environment
conservation, while the Prime Minister’s Relief Fund saw an
increase of 139 percent in CSR contribution over last one year.
 The education sector received the maximum funding (38 percent
of the total) followed by hunger, poverty, and healthcare (25
percent), environmental sustainability (12 percent), rural
 development (11 percent). Programs such as technology
incubators, sports, armed forces, reducing inequalities saw
negligible spends.
TATA Group Case Study
 Ranging from steel, automobiles and software to consumer goods
and telecommunications the Tata Group operates more than 80
companies .
 It has around 200,000 employees across India and thus has the
pride
 to be nation‘s largest private employer. Mr. Ratan N. Tata has led
the eminent Tata Group successfully.
 The Tata Group conglomerate in India carries out various CSR projects, most of
which are community improvement and poverty alleviation programs
 We will be discussing the projects aimed by following companies
of TATA
 1. TATA Steel
 2. TATA Motors
 3. TATA Chemicals
 4. TATA Tea
 5. TATA Consultancy Service
TATA Steel
(a) Self-Help Groups (SHG’s)
 Over 500 self-help groups are currently operating under various poverty
alleviation programs; out of which over 200 are engaged in activities of
income generation thorough micro enterprises.
 Women empowerment programs through Self-Help Groups have been
extended to 700 villages.
 From the year 2003 to 2006, the maternal and infant survival project had a
coverage area of 42 villages in Gamharia block in Seraikela Kharsawa and
a replication project was taken up in Rajnagar block.
 For providing portable water to rural communities 2,600 tube wells have
been installed for the benefit of over four Lakh people.
(b) Supports Social Welfare Organizations
Tata Steel supports various social welfare organizations. They include;
 Tata Steel Rural Development Society
 Tribal Cultural Society
 Tata Steel Foundation for Family Initiatives
 National Association for the Blind
 Shishu Niketan School of Hope
 Centre for Hearing Impaired Children
 Indian Red Cross Society, East Singhbhum
c) Healthcare Projects
In its 100th year, the Tata Steel Centenary Project has just been announced. The
healthcare projects of Tata Steel include facilitation of child education,
immunization and childcare, plantation activities, creation of awareness of
AIDS and other healthcare projects.
(d) Economic Empowerment
A program aiming at economic empowerment through improvised agriculture
has been taken up in three backward tribal blocks in Jharkhand, Orissa and
Chhattisgarh. An expenditure of Rs 100 crore has been estimated for the
purpose and this program is expected to benefit 40,000 tribal living in over 400
villages in these three States.
(e)Assistance to government
Tata Steel has hosted 12 Lifeline Expresses in association with the Ministry of
Railways, Impact India Foundation and the Government of Jharkhand. It has
served over 50,000 people. Five thousand people have got surgical facilities
and over 1,000 people received aids and appliances. Over seven lac rural and
another seven Lac urban population have been benefited by the CSR activities
of Tata Steel.
In collaboration with the Ministry of Non Conventional Energy and the
Confederation of Indian Industry, focus is laid on renewable energy aiming at
enhancing rural livelihood.
 Tata Motors :
(a) Pollution Control
Tata Motors is the first Indian Company to introduce vehicles with Euro norms. Tata
Motors' joint venture with Cummins Engine Company, USA, in 1992, was a major effort
to introduce emission control technology in India. To make environment friendly engines
it has taken the help of world-renowned engine consultants like Ricardo and AVL. It has
manufactured CNG version of buses and also launched a CNG version of its passenger
car, the Indica. Over the years, Tata Motors has also made investments in the
establishment of an advanced emission-testing laboratory.
(b) Restoring Ecological Balance
Tata Motors has planted 80,000 trees in the works and the township and more than 2.4
million trees have been planted in Jamshedpur region. Over half a million trees have been
planted in the Poona region. The company has directed all its suppliers to package their
products in alternate material instead of wood. In Pune, the treated water is conserved in
lakes attracting various species of birds from around the world.
(c) Employment Generation
Relatives the employees at Pune have been encouraged to make various industrial co-
operatives engaged in productive activities like re-cycling of scrap wood into furniture,
welding, steel scrap baling, battery cable assembly etc. The Tata Motors Grihini Social
Welfare Society assists employees' women dependents; they make a variety of products,
ranging from pickles to electrical cable harnesses etc ; thereby making them financially
secure.
(d) Economic Capital
In Lucknow, two Societies - Samaj Vikas Kendra & Jan Parivar Kalyan
Santhan have been formed for rural development & for providing
healthcare to the rural areas. These societies have made great efforts for
health, education and women empowerment in rural areas.
(e) Human Capital
Tata motors has introduced many scholarship programs for the higher
education of the children. Through a scholarship program Vidyadhanam,
the company supports 211 students. Out of these students 132 students are
from the marginalized sections of the society. These students get books,
copies and other study materials. They also undergo different kinds of
workshops, creative & outdoor sessions and residential camps as well.
(f) Natural Capital
On the World Environment Day, Tata Motors has launched a tree plantation
drive across India and countries in the SAARC region, Middle East Russia
and Africa. As many as 25,000 trees were planted on the day. Apart from
this more than 100,000 saplings were planted throughout the monsoon.
TATA Tea
Tata Tea has been working hard since the 1980s to fulfill the needs of
specially-abled people. Srishti has four projects:
a. The DARE School
b. The DARE strawberry preserve unit
c. Athulya
d. Aranya.
Tata Tea‘s welfare officers help identify and encourage relatives or children of
employees who are handicapped to join the Welfare Centre for special
education and rehabilitation.
[Link] DARE
It provides the students with training in basic academics, self-help skills and
skills like gardening, cooking, weaving etc. Children are taught to paint and
some of the paintings are printed and sold as greeting cards. The sales
proceeds of which are used back into the units.
[Link] DARE strawberry
It preserves unit trains youngsters to make natural strawberry preserve. The
trainees are paid for the work; they receive social cover, free medical aid and
other benefits.
[Link]
It has two units - (i) A vocational training center that imparts training
in stationery-making
(ii) A handmade paper-making unit which trains physically challenged
persons in the art of making recycled paper
[Link]
This project was started to nurture the lives of the disabled and also to
revive the ancient art of natural dye.
Individuals are given training in various natural dyeing techniques
including block printing, tie and dye, batik work, etc.
Their products are sold in and outside the country . Tata Tea’s Jaago
Re! Campaign exemplifies the Social-Cause Marketing Initiatives
Tata Consultancy Services (TCS)
 TCS aims at the Tata group‘s philosophy of building strong
sustainable businesses community .
 The elements that make for strong corporate sustainability at TCS
include the following: A fair, transparent corporate governance , a
strong strategy for long-term growth ,Best-in-class HR processes ,
initiatives for community betterment and welfare.
 In 2010-11, TCS supported its local communities in the United States:
supported the victims of the 2010 Chilean earthquake, conducted IT
educational programs for high school students in Cincinnati , raised
support and awareness for diabetes prevention through a series of
marathon sponsorships Tata Consultancy Services runs an adult
literacy program.
 Indian government launched Saakshar Bharat, an adult education
programe in 2009 and the programe will now go online via TCS‘
partnership. The scheme, aimed at female literacy aims to make
literate 70 million people, of which at least 85 percent are women
literate and the program has already been rolled out in 167 districts
across 19 states.
ITC Group
 ITC Group, a conglomerate with business interests across hotels,
FMCG, agriculture, IT, and packaging sectors has been focusing
on creating sustainable livelihood and environment protection
programs.
 The company has been able to generate sustainable livelihood
opportunities for six million people through its CSR activities.
 Their e-Choupal program, which aims to connect rural farmers
through the internet for procuring agriculture products, covers
40,000 villages and over four million farmers.
 It’s social and farm forestry program assists farmers in converting
wasteland to pulpwood plantations.
 Social empowerment programs through micro-enterprises or loans
have created sustainable livelihoods for over 40,000 rural women.
 Conscious capitalism
 Conscious capitalism is a form of capitalism that looks beyond the
ideology of profit maximization. Instead, it teaches the importance
of culture, personal and professional goals, and other social
obligations.
 Conscious capitalism is a neo-economic system that takes its roots
from capitalism, inculcating entrepreneurialism, freedom of trade,
competition, and related elements along with consciousness.
 The objective of the conscious capitalism movement is to build
enterprises that are dependable, real, creative, and nurturing. In
addition, they hope to serve as a resource for their professional and
personal development.
 It builds free-market enterprises driven by social responsibility.
These enterprises have higher purposes other than generating
profits.
 All companies are managed to benefit stakeholders in the
ecosystem, not just the shareholders. Hence, the aim is to go
through the path of sustainable success to secure humanity’s and the
planet’s future.
 Diversity, equity, & inclusion:
 Create enterprises with cultures that give people a sense of belonging.
For example, to fight racism and uplift the section of the population
that is traditionally underrepresented in business.
 Environment:
 Giving importance to sustainable practices and combating climate
change through conscious practices.
 Health and wellness:
 Conscious capitalism give prime importance to the employees’ and
their families’ mental and physical health. The provision of high-
quality health care ensures this.
 Local communities:
 Involvement with issues promotes growth and development in the
neighborhoods where individuals live and work.
 Education:
 Support quality learning opportunities for current employees
and develop leaders inside and outside the workplace.
 Global Poverty:
 Granting equal access to the wealth creation made available
by capitalism to lift poor communities domestically and
internationally.
 Human rights:
 Preserve everyone’s right to life and liberty, irrespective of
race, religion, nationality, ethnicity, language, gender identity,
or any other status.
 Standard of living:
 Building a society where each person can support their family,
live happily, and have the freedom to pursue their interests.
Four Tenets of Conscious Capitalism
#1 – Higher purpose:
Businesses should have other motives apart from making money. Profits do not have
to be considered a necessary means to achieve success. In this way, it builds a
socially conscious community.
#2 – Stakeholder Orientation:
A conscious business enterprise recognizes the interdependency of life and the
foundation of business. It, therefore, should create value within itself and for
its shareholders (consumers, employees, laborers, vendors, investors, the business
community, etc.).
#3 – Conscious leadership:
Leaders lead with a vision. Good leaders create human social organizations, guide
them to success, and inspire people to follow their path. Conscious leaders understand
the importance of being socially conscious and act following it. They create value and
harmonize the interests of the various stakeholders involved. They recognize this and
therefore cultivate a conscious culture in business enterprises.
#4 – Conscious culture:
Culture contributes to the organization’s ethos, values, principles, practices, and
purpose. It helps build these aspects and connects the stakeholders and the business.
All companies have a culture; it may be one of growth or toxic. However, conscious
companies intentionally develop a culture that promotes enterprise values and
purpose.
Case Study
 The American grocery chain Wegmans Food Markets, Inc. is privately held. It
was established in Rochester in 1916 and now has its headquarters there.
Wegmans has over 100+ stores as of 2022. In 2004, Forbes named it the “best
place to work” in the United States.
 The company has its rules, working on the philosophy of good people
working towards a common goal. Therefore, it pays its employees more than
the industry average wage rates and provides retirement benefits.
 The employee turnover in 2004 was comparatively low at 6% compared to a
20% industry rate. The almost a century-old retailer stopped selling tobacco
products in 2008. In this way, it sacrificed its profits for social good, for
something it believed was good for society.
 Conscious capitalism companies such as the Wegmans Food Markets do not
stray from doing business or wanting profits. Social good is one of its
objectives, but it does not let it override other company goals. Companies and
enterprises have different approaches to reaching that goal.
 For example, Starbucks’ conscious capitalism included methods of starting
the campaign “#RaceTogether,” where they wrote the hashtag under coffee
cups to talk about racial discrimination. This focuses on the issues of
diversity, equity, and inclusion.
Corporate social performance (CSP)
 Corporate social performance provides a methodology for companies
to evaluate whether they are successful in providing stakeholders
satisfaction through social responsibility and corporate citizenship.
 Corporate social performance (CSP) refers to the principles, practices,
and outcomes of businesses’ relationships with people, organizations,
institutions, communities, societies, and the earth, in terms of the
deliberate actions of businesses toward these stakeholders as well as
the unintended externalities of business activity.
 A corporate social performance model benefits the business and the
community. For instance, it helps improve consumers' perception of
the company brand, thus giving them a competitive edge. Additionally,
it helps attract more customers and investors, showing a sign of
accountability that most people value.
 Being able to measure and report on your organization’s social impact
can ultimately attract investors, retain top talent, boost reputation, and
boost business performance – alongside several other potential
benefits.
 Measurements of CSP
 What to measure: Environment, Social and Governance
 How to Measure CSR:
 1. Set Sustainable Development Goals (SDGs) to Achieve Benchmarks
 2. Set Relevant KPIs
 3. Compare yourself to Industry Leaders
 4. Check your Industry Standards
 Set Sustainable Development Goals (SDGs) to Achieve Benchmarks
 The SDGs provide a unique opportunity to elevate communication on
sustainability. Governments have emphasized this agenda through SDG 12
— recognizing how important it is for companies to adopt sustainable
practices and integrate this information into their reporting cycles. .
 Set Relevant KPIs
 It is very difficult to truly measure the effectiveness of a CSR campaign
without setting goals (KPIs), calculating value, and tracking results. To
set your goals, consider what you wish your long-term goal to be, and set
several smaller goals that will help you along the way.
 For example, if you want to reduce the number of homeless people in your
city, you can set several smaller goals along the way to the larger goal.
Things like resume workshops, food drives, counseling and coaching
sessions, and free dry cleaning for interviews.
Examples:
Employee Satisfaction KPIs:
 Employee Satisfaction -
 Volunteer Programs -
 Diversity & Inclusion -
 Staff Turnover Rate -
 Skills Development and Career Progression -
Customer Satisfaction KPIs:
 Customer Retention Rate -
 Fair and Ethical Marketing -
 Complaints and Resolving Complaints
 Social Media Interaction
Sustainability KPIs:
 Community Participation and Involvement
 Contribution to Society
 Sustainable Consumption
 Compare yourself to Industry Leaders
 In the corporate world of CSR, there are many leaders who you can look to for
inspiration. Long gone are the days we can look at one off or annual donations to
charities and consider this a good CSR program.
 These days, companies must seek out a more proactive approach to their CSR efforts.
Check your Industry Standards
 While there isn’t a unified standard on measuring CSR efforts, there are collective
industry standards. Compare your business to others in your industry to see where you
fall, and follow the example of the front runners until you can reach an equal standing.
GRI Standards - (Global Reporting Imitative) It dives into detail about the impact you
may be having across different sectors that CSR covers, from financial to environmental
and social.
SASB Standards - (Sustainability Accounting Standards Board) Compare your current
standards with others in your industry by using this large selection of existing corporate
standards
B-Corporation Certifications - As one of the largest and most recognised certifications
for seeing who is doing what correctly, the b-corp framework is an extremely useful tool
for recognizing what needs to be done as a collective and an individual. Use their
resources to identify where you can improve, and how you can do so.
International Framework Agreements - An international framework used to help
people everywhere identify what they are doing right, and if there are any holes in your
current procedures, agreed on by a global union federation.
Strategic CSR
 Strategic CSR is the incorporation of a holistic CSR
perspective within a firm's strategic planning and core
operations so that the firm is managed in the interest of a
broad set of stakeholders to achieve maximum economic and
social value over the medium to long term.
 Responsive CSR involves acting as a good corporate
citizen, satisfying the evolving needs of stakeholders, and
mitigating existing or potential adverse effects of
organisational activities
 WHEREAS Strategic CSR moves beyond Responsive CSR
and directs organisational resources and managerial attention
to initiate and operationalize CSR agendas that are consistent
with firms’ strategies and are able to differentiate themselves
from their competitors, resulting in strengthened strategic
positions.
Strategic CSR VS CSR Strategy
 CSR strategy is the comprehensive
plan companies and funders use to
design, execute, and analyze their
corporate social responsibility
initiatives. It includes specific focus
areas, program design, promotion and
communication approaches, and
evaluation procedures.

Packer H, Swartz W, Ota Y, Bailey M. Corporate Social Responsibility (CSR) Practices of the Largest Seafood Suppliers in the Wild Capture Fisheries Sector: From Vision to
Action. Sustainability. 2019; 11(8):2254. [Link]
CSR , Employer Branding & Millennial
Employer branding is a communication strategy
focused on a company's employees and potential
employees. It brings together all the branding and
communication elements intended to enhance the value of
belonging to a company, with the ultimate goal of retaining
and attracting talent.
In India, millennials are 34% (at 440 million) of the country's total
population. The last few years have seen India become the world's
largest millennial market, drawing attention from across the world
to Indian millennials.
How is
employer
branding
done?
Does CSR Enhance Employer Attractiveness? "The Use of Corporate Social
Lindholm, L. (2018),
The Role of Millennial Job Seekers' Attitudes Responsibility in Employer
Katarzyna Klimkiewicz,Victor Oltra First Branding", Koporcic, N., Ivanova-Gongne, M., Nyström, A.-
published: 22 February G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B
Context, Emerald Publishing Limited, Bingley, pp. 73-
2017[Link] 93. [Link]

Abstract
Abstract
Corporate social responsibility (CSR) has become increasingly important in
labor market communication. To express organizational identity, reinforcing Corporate social responsibility (CSR) has become an essential part of business, and
companies should genuinely incorporate social responsibilities toward internal and
commitment to sustainable development and stakeholder engagement,
external stakeholders in their operations. The most important stakeholder group is
organizations report their CSR activities. The impact of a company's employer the personnel, which is why employers should pay attention to strengthening the
branding (EB) strategy depends on how information recipients interpret employer–employee relationship. The purpose of this text is to demonstrate the
connections between employer branding and CSR.
corporate messages. Therefore, we assume that job seekers may show diverse
attitudes toward CSR. The extant literature has hardly explored the interplay Theory on employer branding and CSR indicates that there are both strategic and
operational connections. Strategically, employer branding can be considered the
between CSR, EB, and job seekers' attitudes, so we identify a relevant research
outcome of the co-operation among branding, CSR, and human resource
gap to be tackled. The aim of this paper is to examine how millennial job management (HRM). At an operational level, there are several CSR activities that can
seekers' attitudes toward CSR influence perceived CSR-based employer be of use when developing and implementing economic, functional, and
psychological employer-branding elements.
attractiveness (EA). We conducted an empirical study in Poland, collecting
data from a sample of Millennials – highly sensitive toward CSR issues. In order to establish how CSR is used in employer branding in practice, a qualitative
content analysis of the website communication of three multinational IT companies
Our results generally confirm that individual attitudes toward CSR play a
was made. All of the companies have been acknowledged for their strong internal
key role in understanding how job seekers perceive CSR signals and employer brands, and the analysis focused on what types of CSR activities they
eventually impact CSR-based EA. communicate externally as part of their employer branding efforts.

The study concludes that CSR can be relevant to employer branding and presents a
categorization model for facilitating a concrete integration of CSR and employer-
branding elements.
Social identity is a person’s sense of who they are based on their group
membership(s). The central hypothesis of social identity theory is that group
members of an in-group will seek to find negative aspects of an out-group, thus
enhancing their self-image.

THEY
&
US
Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56-65. [Link]
Social Identity Theory
Signaling Theory
Signaling theory is useful The Signaling Effect of Corporate Social
for describing behavior when two Responsibility in Emerging Economies Weichieh Su •
Mike W. Peng • Weiqiang Tan • Yan-Leung Cheung Received:
parties (individuals or organizations) 24 December 2013 / Accepted: 13 September 2014. J Bus
have access to different information. Ethics DOI 10.1007/s10551-014-2404-4
Abstract
Typically, one party, the sender, must
choose whether and how to What signals do firms in emerging economies send to
stakeholders when they adopt corporate social
communicate (or signal) that responsibility (CSR) practices? We argue that in
information, and the other party, the emerging economies, firms that adopt CSR practices
receiver, must choose how to interpret positively signal investors that their firms have superior
capabilities for filling institutional voids. From an
the signal. institution-based view, we hypothesize that the
Signalling theory (ST) tackles a institutional environment moderates the signaling
fundamental problem of effect of CSR on a firm’s financial performance. Based
on a sample of firms from ten Asian emerging
communication: how can an agent, the economies, we find a positive relationship between
receiver, establish whether another CSR practices and financial performance. This positive
agent, the signaller, is telling or relationship is stronger in the less developed capital
market than in the more developed one. The financial
otherwise conveying the truth about a benefits of CSR practices are also more salient in the
state of affairs or event which the low information diffusion market than in the high one.
signaller might have an interest to We emphasize that signaling theory and the institution
based view can jointly contribute to the CSR literature.
misrepresent.
• Which social cause is
endorsed by NIKE?

• Why do you think did

NIKE extent the
contract after
backlash erupts over
new ad campaign
featuring Colin
Kaepernick ?
How Nike Turns Controversy Into Dollars
Social exchange theory is a model for According to this theory, the formula for
interpreting society as a series of predicting the behavior of any individual in any
situation is:
interactions between people that are based Behavior (profits) = Rewards of
on estimates of rewards and punishments. interaction – costs of interaction.
According to this view, our interactions are Rewards can come in many
determined by the rewards or punishments forms: social recognition, money,
that we expect to receive from others, which gifts, and even subtle everyday
we evaluate using a cost-benefit gestures like a smile, nod, or pat on
analysis model (whether consciously or the back.
subconsciously). Punishments also come in many
Central to the social exchange theory is forms, from extremes like public
the idea that an interaction that elicits humiliation, beating, or execution,
approval from another person is more to subtle gestures like a raised
likely to be repeated than an interaction eyebrow or a frown.
that elicits disapproval. While social exchange theory is
We can thus predict whether a particular found in economics and
interaction will be repeated by calculating psychology, it was first developed
the degree of reward (approval) or by the sociologist George Homans,
punishment (disapproval) resulting from the who wrote about it in a 1958 essay
interaction. If the reward for an interaction titled "Social Behavior as
exceeds the punishment, then the interaction Exchange." Later, sociologists Peter
is likely to occur or continue. Blau and Richard Emerson further
developed the theory.
Tata CSR program
[Link]
ITC eChopal-CSR Program-
[Link]
[Link]
[Link]
[Link]
DHL CSR
Analysis
(CSR Journal, 2021) Top CSR performing Companies

Godrej Consumer Products Limited

Godrej Consumer Products Ltd. (GCPL) spent Rs. 34.08 crore on CSR initiatives in FY 2020-21.
The company’s CSR initiatives reached over 2.77 lakh people from the most vulnerable
communities.
During the last financial year, GCPL diverted 63 per cent of its CSR budget to initiate medium to
long-term livelihood recovery programmes to support over 9000 nano entrepreneurs.
In addition to this, GCPL achieved zero waste-to-landfill and water positivity in the last financial year.
The company is 100 per cent Extended Producer Responsibility compliant. It takes back the post-
consumer plastic packaging waste equivalent to the plastic packaging it sends out.
The company made it among the top 15 in India in the leadership index of the Climate Disclosure
Project. It scored an ‘A’ rating in climate disclosure, securing a place among top 25 per cent of all
global companies.

Other Indian Example of Corporate Social

Responsibility
Whole Foods

Considering one of the minds’ behind the philosophy is Mackey, it shouldn’t come as a
surprise that the company embodies all the values of conscious capitalism. For
instance, Whole Foods holds “community giving days”, once every quarter, where 5% of net
sales are given to a local nonprofit. This strategy considers all stakeholders, creating loyalty
among customers, keeping employees motivated, and caring for the surrounding
community.
Another decision that embodies conscious capitalism was co-CEO Walter Robb’s idea to
open a store in Detroit, where many live below the poverty line. Traditionally, this decision
would be a risk for many, with no guarantee of positive returns. But for Robb, who was
concerned about Whole Foods’ burgeoning reputation as an elitist company, it made sense
to look beyond just profits. According to him, Whole Foods “was meant to be healthy food
for the world, not just for a few people.” With a higher purpose at the core, the Detroit
store turned profitable in less than a year.
 Starbucks has long been known for its keen sense of corporate social responsibility and commitment to
sustainability and community welfare. According to the company, Starbucks has achieved many of its CSR
milestones since it opened its doors. According to its 2020 Global Social Impact Report, these milestones include
reaching 100% of ethically sourced coffee, creating a global network of farmers and providing them with 100
million trees by 2025, pioneering green building throughout its stores, contributing millions of hours of
community service, and creating a groundbreaking college program for its [Link]. 2020 Global Environmental &
Social Impact Report, Pages 10 and 20.

LEGO: The toy company has invested millions of dollars into addressing climate change and reducing waste.
Other LEGO's environmentally conscious efforts include reduced packaging, sustainable materials, and investments in
alternative energy.
International TOMS: TOMS donates one-third of its net profits to charities that support physical and mental health as well as
Companies educational opportunities. During the pandemic, the brand directed all charitable donations to the TOMS COVID-
19 Global Giving Fund.
doing CSR Johnson & Johnson: The brand Johnson & Johnson focuses on reducing its environmental impact by investing in
alternative energy sources. Globally, Johnson & Johnson also works to provide clean, safe water to communities.

Google: Google has demonstrated its commitment to the environment by investing in renewable energy sources
and sustainable offices. CEO Sundar Pichai is also known to take stands on certain social issues.

Pfizer: The pharmaceutical company's focus on corporate citizenship is reflected in its healthcare initiatives,
which include spreading awareness about non-infectious diseases and providing accessible health services to
women and children in need.
Other resources

[Link]
policy/#:~:text=CSR%20was%20influenced%20by%20
family,the%20Companies%20Act%20of%201956.
Conscious Capitalism : [Link]
[Link]
ership_docs/Research%20Funding/Corporate-social-
[Link]
Six CSR Strategies That Are Good For Business
The rise of the Indian millennial