This thesis investigates employee attitudes to corporate citizenship (CC) and\ud
the impact on employer brands. It addresses the practice of CC in the German\ud
FMCG industry, considers employee understanding of CC, and examines which\ud
CC initiatives influence perceptions of employer brands.\ud
The research is driven by the dual challenges of sustainable development and\ud
the ‘war for talent’ in attracting, motivating and retaining employees. It is\ud
underpinned by the extant literature on CC dimensions, stakeholder theory and\ud
employer brands.\ud
The research approach is based on two case studies, comprising three phases:\ud
analysis of corporate documentation followed by two phases of semi-structured\ud
interviews exploring employees’ perceptions of CC and the link to employer\ud
brands.\ud
Key findings: An understanding of the positioning of CC in the corporate\ud
sustainability strategy and differing foci of CC, including environment,\ud
sustainable supply chain and people/culture. The study highlights employee\ud
understanding of eight CC dimensions, revealing economic responsibility\ud
toward employees as a new dimension. With respect to employer brands, CC\ud
initiatives focused on discretionary responsibility towards the natural\ud
environment and economic responsibility towards customers are seen as\ud
essential; legal, ethical and discretionary responsibility towards community are\ud
limited; and discretionary and economic responsibilities towards employees\ud
have a strong relationship. A focus on economic responsibilities towards owners\ud
has a strong but negative relationship.\ud
The theoretical contribution is a conceptual framework of all identified CC\ud
dimensions in practice and their relationship to employer brands.\ud
Contributions to practice include the importance of benefit packages, work-life\ud
balance support, employee development and work environment