RAPORTY CSR A EMPLOYER BRANDING

Abstract

The aim of this article is to point out the importance of non-financial reporting as an essential condition for building an employer brand strategy. In the article an analysis of lit erature, reports and case studies, existing in Polish reality, as well as their own observations were used. The management of company is focused on profit, growth, value. Companies have physical, financial and human resources to achieve these objectives. Priorities can be different but the importance of these resources cannot be underestimated. However, the arti cle deals with the area of human capital, which are the employees. The labor market passes a few years a revolution in the market of employee, which means that more and more often and more boldly job candidates dictate their own terms, or at least have specific require ments and expectations. To keep up with the changes, in the areas of HR, companies form a strategy to build brand image and employer, addressed to potential and existing employees the so called "employer branding". In conjunction with the using of CSR it is not just a way of finding themselves among the best employers but also to gain a competitive advantage in the market, which has an impact on the financial results. CSR reports can help the company in building the image on the outside.