Corporate Social Responsibility and Employer Branding in the Wine Sector

Research Context and Academic Background

Corporate social responsibility (CSR) and employer branding (EB) play an increasingly significant role in modern management. Researchers study both topics widely. Yet their intersection remains limited, especially in sector-specific contexts.

This research builds on findings published by the University of New York in Prague in the article Corporate Social Responsibility and Employer Branding: The Wine Sector (https://www.unyp.cz/news/corporate-social-responsibility-and-employer-branding-the-wine-sector/). The study is based on a bibliometric analysis of peer-reviewed articles indexed in the Web of Science. It maps how scholars approach CSR and employer branding in existing literature and highlights where research remains thin.

Why Corporate Social Responsibility Matters in Employer Branding

CSR now goes beyond philanthropy or legal compliance. Companies use it as a strategic management tool. CSR shapes how organisations act, communicate, and build trust with stakeholders.

Employer branding focuses on how people perceive an organisation as a workplace. CSR plays a direct role in that perception. Research across industries shows that socially responsible employers attract greater interest from prospective employees and foster stronger engagement among current employees. However, sector-specific evidence remains uneven.

The Wine Sector as an Under-Researched Industry

The wine sector is closely linked to sustainability, tradition, and regional identity. Despite this, academic research rarely examines CSR and employer branding together in this industry.

As outlined in the UNYP research overview (https://www.unyp.cz/news/corporate-social-responsibility-and-employer-branding-the-wine-sector/), the bibliometric analysis confirms a clear gap. No comprehensive studies directly address how CSR supports employer branding in the wine sector. This gap matters. Wine producers face labour shortages, generational change, and rising environmental expectations. CSR could help address these challenges, but research has yet to reflect this need.

Key Findings from the Bibliometric Analysis

Most existing studies treat CSR and employer branding as separate topics. CSR research often focuses on sustainability, ethics, or governance. Employer branding research typically sits within human resource management. Few studies connect the two concepts in a meaningful way.

Identified Research Gaps in the Wine Industry

The analysis identifies a clear gap at the intersection of CSR, employer branding, and the wine sector. This gap creates opportunities for future empirical research. Such research could examine how socially responsible practices influence employer reputation, recruitment outcomes, and employee retention in wine-related organisations.

Implications for Human Resources and Business Strategy

The findings point to clear practical implications. Wine sector organisations can benefit from aligning CSR activities with employer branding strategies. This alignment can support talent attraction, strengthen organisational identity, and improve long-term competitiveness.

By mapping existing academic work and identifying gaps, this research—presented by UNYP—advances understanding in management and human resources while offering practical insights for organisations seeking to connect sustainability with people-focused strategy.