Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates

Abstract

This chapter aims to provide a conceptual understanding of corporate social responsibility (CSR) and its perceived benefits to stakeholders, including brand building and reputation management. The chapter aims to elucidate the social benefits offered by CSR and the gains for the organisation. Using case studies from the United Arab Emirates (UAE), we provide insights into CSR in this region. CSR’s external benefits highlight the competitive advantages, better reputation, customer delight, and enhanced employee value proposition (EVP), while internal benefits include increased employee loyalty and commitment, greater internal brand awareness, and trust. CSR models and approaches are discussed along with corporate social initiatives (CSIs) undertaken by the organisations. Insights into CSIs adopted by some organisations during the COVID-19 pandemic are also highlighted. We find CSI to be effective in projecting the EVP and brand value of the organisations. These findings can be generalised to frame a common understanding of CSR and its impacts on organisations around the world.KeywordsCorporate social responsibility (CSR)Corporate social initiatives (CSIs)CSR modelsBrand buildingEmployee value proposition (EVP)United Arab Emirates (UAE)