38% of Romanians prefer employers who are socially involved
How well known are the campaigns for solving social problems among the active/inactive people on the labor market? Do they value socially responsible companies more or do they disregard this aspect when opting for a particular job? The new study conducted by Reveal Marketing Research aims to discover how important it is for the Romanian candidate for the employer to undertake social responsibility activities.
The study provides relevant information on how employers who are involved in solving social problems are perceived, how well known these activities are among them and how they can influence the decision to join a particular employer.
“Corporate responsibility” is a term with which employers operate more and more frequently in communication with employees but also with potential employees. In light of this, candidates often say that they are more willing to work for a company that “does good deeds.”
That is why we tried to identify through this study the perception of Romanians, whether they are active or inactive on the labor market, about the involvement of employers in social projects, but also how they respond with knowledge about such actions. “, Says Marius Luican, CEO Reveal Marketing Research.
Visibility of CSR campaigns among employees
57% of those active in the labor market have heard of at least one social project in which the company they currently work for is actively involved, and 43% say they have not heard of such company actions – to a significant extent older young people with the age segment 18-30 years (70%), and less married people belonging to the age segment 30-54 years (53%).
Are employees involved in the social campaigns organized by the employer?
Seven out of ten Romanians active on the labor market state that they participated in social campaigns organized by employers, to a greater extent families with children (82%) – the age segment 25 – 55 years, with higher education – and in a to a lesser extent young people with higher education and higher incomes (65%).
What kind of social campaigns are companies involved in?
The participants in the study indicated the following social causes in which the company they work for is involved: environmental campaigns, recycling, ecology (40%), charities in general (volunteer projects, animal rescue, etc.) – 38% , projects and campaigns for children / investments against poverty, aid for poor families, social causes – 37%, campaigns for sports and healthy living (24%) but also construction / donations for hospitals (22%) and projects for cancer prevention (14%) %).
Perceptions of CSR campaigns of inactive people in the labor market
49% of the non-employed respondents say that they would be influenced in choosing a job based on the level of involvement of that company in solving social problems, significantly higher is the percentage representing the age segment of 18-30 years (57%) and that of families with children (66%). The most important causes for them are environmental campaigns (51%), anti-poverty investments (47%) and campaigns to support access to education (46%).
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 13 years.
Methodology: The Reveal Marketing Research study was conducted online in March 2022, on a representative sample for the universe of people aged 18+, from urban and rural areas. The sample size was 1,003 respondents, and the maximum sampling error is +/- 3.1% at a 95% confidence level.
*** The data belongs to the market research company Reveal Marketing Research and is used to put in context the future business studies for the company’s clients.