THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN ENHANCING ENTERPRISE PERSONNEL MOTIVATION
Abstract
The purpose of the article is to study the relationship between corporate social responsibility and the motivation of enterprise personnel under modern business conditions and taking into account domestic challenges. The relevance of the research topic is due to the current conditions of labor outflow from Ukraine and migration processes, when it is important to use various tools to retain the workforce, reduce staff turnover, attract qualified personnel, etc. The main research methods were analysis and synthesis, generalization, systematization and graphic methods. The results of the research lies in that the article examines the main issues of motivation of the enterprise's personnel, factors influencing it. The significance of increasing personnel motivation for the development of the enterprise, strengthening its competitive position and increasing labor productivity is analyzed. One of the areas of increasing employee motivation is identified as corporate social responsibility (CSR), which has various forms of manifestation. It is stated that there is a close connection between business social responsibility and personnel motivation, when CSR contributes to its increase and improvement of labor productivity. The directions and characteristics of the impact of integrating CSR into the company's strategy on increasing personnel motivation and efficiency are determined. The value aspect for personnel, which can be achieved through the implementation of CSR, as well as the connection between social responsibility and organizational identification, are considered. The directions of CSR in relation to personnel and the directions of involving personnel in socially responsible programs of the enterprise were analyzed, on the basis of which a two-vector motivational mechanism of CSR was determined. The first vector involves the implementation of various programs of material, personal, professional and other support directly to employees and their families, which increases trust in the company, forms a sense of protection and security. The second vector is aimed at involving employees in various socially responsible programs, for example, volunteering, charity, community development, educational, cultural or other events, etc. This contributes to a sense of self-importance, social value, the formation of belonging to a given enterprise, which is one of the needs of human motivation. Thus, the connection between CSR and increasing personnel motivation was determined and the directions of implementing CSR for this purpose were identified. The practical value of the results lies in identifying specific forms of CSR implementation that contribute to increasing staff motivation and may be useful to enterprises that choose possible areas of application.
References
2. Phan Minh Duc, Duong Ngoc Anh. Corporate social responsibility through motivating employees in typical state-owned economic groups in Vietnam. Академічний огляд. 2022. № 2 (57). С. 216–232. DOI: https://doi.org/10.32342/2074-5354-2022-2-57-17.
3. Леміш К. М., Суслик А. В., Швачко В. А. Система мотивації персоналу як чинник підвищення ефективності діяльності підприємства. Економіка та суспільство. 2025. Вип. 78. DOI: https://doi.org/10.32782/2524-0072/2025-78-28
4. Ширяєва Л. В., Зайнчуковська Д. І. Фактори, що впливають на мотивацію праці персоналу. Матеріали конференцій МЦНД, 8 березня 2024 р. м. Вінниця, 2024. С. 19-20.
5. Dielini M., Aksentiuk M. Social responsibility of business under the war conditions. Економіка та суспільство. 2024. Вип. 66. DOI: https://doi.org/10.32782/2524-0072/2024-66-65
6. Бухало О. Вплив соціальної відповідальності бізнесу на ефективність персоналу: управлінський вимір. Herald of Khmelnytskyi National University. Economic Sciences. 2025. Том 342, № 3(2). С. 56-60. DOI: https://doi.org/10.31891/2307-5740-2025-342-3(2)-8
7. Kim C. H., Scullion H. The effect of Corporate Social Responsibility (CSR) on employee motivation : a cross-national study. Economics and Business Review. 2013. Vol. 13(2). P. 5-30. DOI: https://doi.org/10.18559/ebr.2013.2.663
8. Крупа В. В. Корпоративна соціальна відповідальність як чинник формування мотиваційної стратегії підприємства. Економіка та суспільство. 2025. Вип. 77. DOI: https://doi.org/10.32782/2524-0072/2025-77-8
9. Does CSR improve employees’ perception of their workplace? HEC Paris. URL: https://www.hec.edu/en/does-csr-improve-employees-perception-their-workplace
10. Hsieh Y. C., Weng J., Pham N. T., Yi L. H. What drives employees to participate in corporate social responsibility? A personal characteristics – CSR capacity - organizational reinforcing model of employees’ motivation for voluntary CSR activities. The International Journal of Human Resource Management. 2022. Vol. 33(18). P. 3703–3735. DOI: https://doi.org/10.1080/09585192.2021.1967422
1. Tkachenko V. V. (2025) Motyvatsiya personalu ta sotsialʹna vidpovidalʹnistʹ biznesu v umovakh voyennoho stanu: vplyv na efektyvnistʹ operatsiynoyi diyalʹnosti [Personnel motivation and social responsibility of business in martial law: impact on the efficiency of operational activities]. Aktualʹni pytannya ekonomichnykh nauk – Current Issues of Economic Sciences, vol. 10. DOI: https://doi.org/10.5281/zenodo.15336234 (in Ukrainian)
2. Phan Minh Duc, Duong Ngoc Anh. (2022) Corporate social responsibility through motivating employees in typical state-owned economic groups in Vietnam. Akademichnyy ohlyad – Akademichnyy ohlyad, vol. 2(57), pp. 216–232. DOI: https://doi.org/10.32342/2074-5354-2022-2-57-17
3. Lemish K. M., Suslyk A. V., Shvachko V. A. (2025) Systema motyvatsiyi personalu yak chynnyk pidvyshchennya efektyvnosti diyalʹnosti pidpryyemstva [Personnel motivation system as a factor in increasing the efficiency of enterprise activities]. Ekonomika ta suspilʹstvo – Economy and Society, vol. 78. DOI: https://doi.org/10.32782/2524-0072/2025-78-28 (in Ukrainian)
4. Shyryayeva L. V., Zaynchukovsʹka D. I. (2024) Faktory, shcho vplyvayutʹ na motyvatsiyu pratsi personalu [Factors influencing the motivation of personnel]. Materialy konferentsiy MTSND (Vinnytsya, Ukrayina, March 8th, 2024). Vinnytsya, pp. 19-20. (in Ukrainian)
5. Dielini M., Aksentiuk M. (2024) Social responsibility of business under the war conditions. Ekonomika ta suspilʹstvo – Economy and Society, vol. 66. DOI: https://doi.org/10.32782/2524-0072/2024-66-65
6. Bukhalo O. (2025) Vplyv sotsialʹnoyi vidpovidalʹnosti biznesu na efektyvnistʹ personalu: upravlinsʹkyy vymir [The impact of business social responsibility on personnel efficiency: a managerial dimension]. Herald of Khmelnytskyi National University. Economic Sciences, vol. 342, No 3(2), pp. 56-60. DOI: https://doi.org/10.31891/2307-5740-2025-342-3(2)-8 (in Ukrainian)
7. Kim, C. H., & Scullion, H. (2013). The effect of Corporate Social Responsibility (CSR) on employee motivation : a cross-national study. Economics and Business Review, 13(2), 5-30.DOI: https://doi.org/10.18559/ebr.2013.2.663
8. Krupa V.V. (2025) Korporatyvna sotsialʹna vidpovidalʹnistʹ yak chynnyk formuvannya motyvatsiynoyi stratehiyi pidpryyemstva [Corporate social responsibility as a factor in the formation of the motivational strategy of the enterprise]. Ekonomika ta suspilʹstvo – Economy and Society, vol. 77. DOI: https://doi.org/10.32782/2524-0072/2025-77-8 (in Ukrainian)
9. Does CSR improve employees’ perception of their workplace? HEC Paris. Available at: https://www.hec.edu/en/does-csr-improve-employees-perception-their-workplace
10. Hsieh, Y. C., Weng, J., Pham, N. T., & Yi, L. H. (2022). What drives employees to participate in corporate social responsibility? A personal characteristics – CSR capacity – organizational reinforcing model of employees’ motivation for voluntary CSR activities. The International Journal of Human Resource Management, 33(18), 3703–3735. DOI: https://doi.org/10.1080/09585192.2021.1967422
