Investing in Employees in Serbian Companies – Internal Dimension of CSR


  • Milena Damnjanović Faculty of Technical Sciences Čačak, University of Kragujevac, Serbia


corporate social responsibility, internal dimension, employees’ wellbeing


Implementation of the concept of Corporate Social Responsibility (CSR) has become important for all stakeholders and an important part of company’s businesses and reporting. Little research attention is given to the research about CSR from employees’ perspective and to the influence of CSR to employees. All aspects of employees’ wellbeing should be a part of internal dimension of CSR. If employees perceive their company as socially responsible, they will show positive behavior towards company. This paper presents the comparative analysis of yearly reports’ results from 2012 to 2017 about CSR investments in employees’ wellbeing of companies which were members of Responsible Business Forum Serbia. The main goal was to determine if there was a trend in these investments. Employees have very significant role in business goals achievement but in CSR implementation also, so management should carefully define their roles in CSR implementation. The company could achieve even more benefits if it communicates effectively with employees about CSR topics. Communication channels used for CSR, such as reports and web sites, were analyzed as means to inform public, but more importantly employees about companies’ CSR activities. Establishment of good relation between employees and company requires using a CSR as strategic tool.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


Bauman, C. W., Skitka, L. J. (2012), “Corporate social responsibility as a source of employee satisfaction”, Research in Organizational Behavior, Vol. 32, pp. 63-86.

Carroll, A. B., Brown, J. A. (2018), “CSR - A Review of Current Concepts, Research, and Issues”, in Weber, J., Wasleleski, D. (Eds.), Corporate Social Responsibility, Emerald Publishing Co., U.K., pp. 39-69.

Cavazotte, F., Chang, N. C. (2016), “Internal Corporate Social Responsibility and Performance: A Study of Publicly Traded Companies”, BAR - Brazilian Administration Review, Vol. 13, No. 4. 4. Damnjanović, M. (2018), “Relation between corporate social responsibility reporting and financial indicators of Serbian companies”, in the Proceedings of the 5th International Scientific Conference on Contemporary Issues in Economics, Business and Management (EBM 2018), Faculty of Economics in Kragujevac, Republic of Serbia, pp. 473-480.

Dežmar Krainz, K. (2015), “Enchansing wellbeing of employees through CSR context”, Megatrend revija, Vol. 12, No 2, pp. 137-153.

European Commission (2001), “Green Paper: Promoting a European Framework for Corporate Social Responsibility”, available at: (15 January 2019).

Farooq, O., Rupp, D. E., Farooq, M. (2017), “The multiple pathways through internal and external CSR influence org iddentification and multifoci outcomes”, Academy of Management Journal, Vol. 60, No. 3, pp. 954–985. 8. Gharleghi, B., Afshar Jahanshahi, A., Nawaser, K. (2018), “The Outcomes of Corporate Social Responsibility to Employees - evidence from developing country”, Sustainability, Vol. 10, No. 3, pp. 698.

Hansen, S. D., Dunford, B. B., Boss, A. D., Boss, R. W., Angermeier, I. (2011), “CSR and the benefits of employee trust: A Cross-Disciplinary Perspective”, Journal of Business Ethics, Vol. 102, No. 1, pp. 29-45.

Hejjas, K., Miller, G., Scarles, C. (2018), ““It’s Like Hating Puppies!” Employee Disengagement and Corporate Social Responsibility”, Journal of Business Ethics, Vol. 157, No. 2, pp. 319-337.

Hur, W. M., Moon, T. W., Choi, W. H. (2019), “When are internal and external corporate social responsibility initiatives amplified? Employee engagement in corporate social responsibility initiatives on prosocial and proactive behaviors“, Corporate Social Responsibility and Environmental Management, Vol. 26, No. 4, pp. 849-858.

Iqbal, N., Ahmad, N., Sheeraz, M., Bashir, N. A. (2012), “The Impact of Perceived CSR on Job Attitude and Performance of Internal Stakeholders”, International Journal of Human Resource Studies, Vol. 2, No. 4, pp. 77-86.

Lin, J. S., Greenwood, C. A. (2017), “Communcating Corporate Social Responsibility (CSR): stakeholders responsiveness and engagement strategy to achieve CSR goals“, Public Relations Review, Vol. 43, No. 4, pp. 768-776.

Obeidat, B. Y. (2016), “Exploring the Relationship between Corporate Social Responsibility, Employee Engagement, and organizational performance: The Case of Jordanian Mobile Telecommunication Companies”, International Journal of Communications, Network and System Sciences, Vol. 9, No. 9, pp. 361-386.

Öberseder, M., Schlegelmilch, B. B., Murphy, P. E. (2013), “CSR practices and consumer perceptions”, Journal of Business Research, Vol. 66, No. 10, pp. 1839–1851.

Ong, M., Mayer, D. M., Tost, L. P., Wellman, N. (2018), “When corporate social responsibility motivates employee citizenship behaviour: The sensitizing role of task significance”, Organizational Behavior and Human Decision Processes, Vol. 144, pp. 44-59.

Rupp, D. E., Shao, R., Skarlicki, D. P., Paddock, E. L., Kim, T. Y., Nadisic, T. (2018), “Corporate Social Responsibility and employee engagement: the moderating role of CSR-specific relative autonomy and individualism”, Journal of Organization Behavior, Vol. 39, No. 5, pp. 559-579. 18. Stanisavljević, M. (2017), “The Analysis of CSR Reports of Serbian Companies”, in the Proceedings of the 3rd ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, IRENET, pp. 373-380.

Stojanović-Aleksić, V., Erić Nielsen, J., Bošković, A. (2016), “Drustvena odgovornost u bankarskom sektoru: iskustva iz Republike Srbije” (Social responsibility in banking sector: experience from Republic of Serbia), Bankarstvo, Vol. 45, No. 2, pp. 34-55.

Taha, M., Haziwan, M. (2013), “The Relationship between Corporate Social Responsibility Disclosure and Corporate Governance Characteristics in Malaysian Public Listed Companies”, available at: (15 January 2019).

Tamm, K., Eamets, R., Mõtsmees, P. (2010), “Relationship between Corporate Social Responsibility and Job Satisfaction: The Case of Baltic Countries“, The University of Tartu Faculty of Economics and Business Administration Working Paper No. 76.

Yousaf, H. Q., Ali, I., Sajjad, A., Ilyas, M. (2016), “Impact of Internal Corporate Social Responsibility on Employee Engagement: a Study of Moderated Mediation Model”, International Journal of Sciences: Basic and Applied Research (IJSBAR), Vol. 30, No. 5, pp. 226-243.




How to Cite

Damnjanović, M. (2019). Investing in Employees in Serbian Companies – Internal Dimension of CSR. ENTRENOVA - ENTerprise REsearch InNOVAtion, 5(1), 367–374. Retrieved from



Business Administration & Business Economics, Marketing, Accounting