Corporate social responsibility influences employee engagement

Abstract

Purpose The purpose of this study is to explore the influence of corporate social responsibility (CSR) on employee engagement, motivation and job satisfaction on the staff members of two multinational companies in Greece (Procter & Gamble [P&G] and Unilever). Design/methodology/approach A quantitative methodology in the form of statistical analysis of the results was derived from the responses on an employee engagement questionnaire. Findings Findings show that employees are proud to identify themselves with companies that have a caring image. CSR is also positively linked to employee engagement for both companies. Research limitations/implications The small size of the sample is a limitation because it leaves no room for generalising the findings. Secondly, although some of the hypotheses were backed by the data, he findings are not strong enough, as the reported correlations are too small. Practical implications Practitioners and marketing professionals can benefit from this research by absorbing the fact that employees feel engaged, satisfied and motivated when they play a positive role in the society through their work. As a result, it would be constructive for professionals to plan CSR strategies and involve employees both in planning and execution of those strategies. Originality/value Unlike other studies, the authors tried to examine the link between CSR and employee behaviour amid Greece’s financial difficulties.