Abstract
The knowledge-based voluntary activity covered by the research, the pro bono, which will be introduced from the aspect of employer branding. The primary results of the research described in the study are the outcome of a quantitative data collection process, where 840 evaluable questionnaires were processed in the course of a pretested standardized questionnaire survey. On top of that, during the research we were able to confirm that the motivation of volunteering is connected to the individual values, hence it can be stated that the reason behind the unwillingness of young people less motivated towards volunteer work is the immature value orientation and often the lack of information, instead of the sharp isolation rooted in the values or the lack of empathy. The introduced results may provide practical guidance to the institutions and companies organizing pro bono activities, and especially to the organizations that intend to address the young generation.
Highlights
Keleti Károly Faculty of Business and Management, Óbuda University, 1034 Budapest, Hungary; Citation: Garai-Fodor, M.; Varga, J.; Csiszárik-Kocsir, Á
In a separate set of questions, we evaluated how well the respondents knew the type of volunteering based on professional knowledge, the significance of Pro Bono activity
The pro bono volunteering introduced in the study represents an excellent opportunity for the companies to strengthen their corporate reputation, and in terms of personnel recruitment and retention, which is becoming increasingly more important from the aspect of labour market challenges throughout Europe
Summary
Keleti Károly Faculty of Business and Management, Óbuda University, 1034 Budapest, Hungary; Citation: Garai-Fodor, M.; Varga, J.; Csiszárik-Kocsir, Á. The introduced results may provide practical guidance to the institutions and companies organizing pro bono activities, and especially to the organizations that intend to address the young generation. The multitude of problems caused by globalization has brought this activity increasingly into the spotlight Volunteering programs of this kind are increasingly becoming an important part of the retention and motivation tools of companies and businesses, as an employer branding activity that can enhance both corporate reputation and employee loyalty. The results presented in this study can provide practical guidance for institutions and companies organizing pro bono activities, especially for organizations that want to reach out to the younger generation. As a follow-up to the research, post-qualitative interviews with representatives of young people and companies organizing pro bono activities are planned to fine-tune the quantitative results and to obtain more nuanced information
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