Title: Employer branding: impact of HR practices and social responsibility on recruitment and performance in SMEs

Authors: Valerij Dermol

Addresses: International School for Social and Business Studies, Mariborska cesta 7, SI 3000 Celje, Slovenia

Abstract: Employer branding significantly influences how potential and current employees perceive an organisation, impacting talent attraction, employee satisfaction, and overall organisational success. This study examines employer branding in small and medium-sized enterprises (SMEs), focusing on how human resources (HR) practices and corporate social responsibility (CSR) shape recruitment, employee retention, and organisational performance. Based on a literature review and thematic analysis of the focus group data from six countries, findings highlight the importance of transparent recruitment, effective onboarding, and employee development in building a strong employer brand. The study concludes that integrating HR and CSR strategies is essential for improving organisational performance while also enhancing reputation and competitiveness, particularly within SMEs.

Keywords: employer branding; human resources; corporate social responsibility; CSR; recruitment; retention; SMEs; employee engagement; organisational performance; talent attraction.

DOI: 10.1504/IJMED.2026.154730

International Journal of Management and Enterprise Development, 2026 Vol.25 No.3, pp.365 - 383

Received: 29 Oct 2024
Accepted: 05 Jan 2025
Published online: 12 Jul 2026 *

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