Leadership and Employer Branding Impact on Corporate Social Responsibility (CSR) in the Public Sector of the United Arab Emirates

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The British University in Dubai (BUiD)
The purpose of this dissertation study is to examine and understand the impact of Leadership and Employer Branding on Corporate Social Responsibility (CSR) in the Governmental and Semi-Governmental entities of the Emirate of Abu Dhabi, United Arab Emirates (UAE), through quantitative methods of primary and secondary data such as questionnaires, face-to-face interviews and extensive academic literature research and theoretical frameworks. Given the fact that today’s leaders in local and international organisations are eager to amplify their CSR initiatives into the social media channels, the findings of this present study would provide practical and realistic answers based firstly on understanding the current status of these organisations, secondly, understand the impact of leadership practices and styles on CSR and finally, understand the mediating role that Employer Branding plays in promoting CSR. The current study aims to shed some light on how the effective provision of CSR using the right set of leadership skills and the synergy with Employer Branding could play a potential Human Resources (HR) tool to increase the favourable image of the organisations towards current and potential employees, and further develop the active CSR engagement of leaders towards the society and community as a whole. The results and analysis of the study based on the collected questionnaires and interviews indicated that there is a strong and positive correlation between the three mentioned variables (Leadership, CSR and Employer Brand) as stated below: - Leadership practiced in the Public Sector of Abu Dhabi has a positive impact on the organisation’s CSR initiatives - CSR has a positive effect on the organisation’s Employer Brand - There is high perception of the role on which CSR plays in Employer Branding in the UAE.
Corporate Social Responsibility (CSR), United Arab Emirates (UAE), leadership skills, employee, public sector