• Drison Maradon
• Dr. R Kumar

Employer branding is one of the emerging topics nowadays. It is a process which is used for the purpose of forming an aggressive advantage in recruitment and selection. This allows to treat employees as internal clients, which confirms the image of the organization as a covet place to entice the most talented candidates. Above all an increasing range of organizations worldwide started promoting and inspiring their business through corporate social responsibility program as a result of the purchasers, the general public and therefore the investors expect them to act sustainable and responsible. CSR enhances the reputation of the company. Several studies today have found that CSR is working as employer branding. To retain highly skilled candidates the company must possess reputation and legitimacy. Commitment measures the ‘loyalty’ of employees which is one of the most important factors of employer branding. The objective of this paper is to give an overview of the use of Corporate Social Responsibility as a tool of employer branding to retain and to select the most efficient and skilled candidates as prospective employees.

Employer branding, Loyalty, Retention, Reputation.

"CSR as an Employer Branding Tool: A conceptual study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.140-145, June 2019, Available :http://www.jetir.org/papers/JETIR1907H21.pdf

"CSR as an Employer Branding Tool: A conceptual study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp140-145, June 2019, Available at : http://www.jetir.org/papers/JETIR1907H21.pdf