The Relationship between Corporate Social Responsibility and Employer Branding: The Case of Tourism Employees in Taiwan

Abstract

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Previous research indicates that employer brand is exclusively designed for current and potential talented staff and it is beneficial to strategic human resource sustainability. In addition, increasing environmental awareness is a trend during these years because of global climate and environmental irregularity. Therefore, the purpose of this research is to figure out the influence of tourism industry’s corporate social responsibility on employees’ perceptions of employers’ brand and to explore whether environmental belief has a significant moderating effect for the relationship between corporate social responsibility and employer branding. The target population of this research is tourism employees who have already worked in the tourism industry with legal professional licenses, including tour guides and tour managers in Taiwan. This study adopts quantitative research design and paper-based questionnaires to test the research hypotheses. The researcher use SPSS 22.0 to analyze the data. The finding is that tourism businesses’ corporate social responsibility (a) to society (b) to employee has a significantly positive effect on employees’ perception of employers’ branding on (a) diversity value (b) social value (c) reputation value. Another result is that environmental belief serves as a moderator between corporate social responsibility to employee and tourism employee’s employer branding on the value of reputation.