Research on the Impact of Corporate Philanthropy on Employer Brand

Abstract

To study the impact of corporate philanthropy on employer brand, this paper collects employer brand data for 2020 and corporate philanthropy data for 2018 for empirical research. The results of linear regression analysis are as follows: (1) the operating life of the corporate charitable foundation has a positive impact on the employer brand; (2) corporate advertising investment has a positive impact on employer brand; and (3) when the enterprise carries out both charitable donations and advertising, it will have a negative impact on the employer brand. From this, we can conclude that charitable foundations help companies build employer brands. In addition, to avoid malicious speculation about charitable motives that negatively affect the employer's brand, companies should pay attention to the planning of charity strategy and advertising marketing strategy. This study opens a new perspective for corporate philanthropy strategic planning and broadens the direction for corporate employer brand building.