CORPORATIVE SOCIAL RESPONSIBILITY AS A FACTOR IN THE FORMATION OF ENTERPRISE’S MOTIVATIONAL STRATEGY

Abstract

The article researches corporate social responsibility (CSR) as a strategic tool for shaping an enterprise effective motivational strategy. It reveals the mechanism of CSR influence on personnel motivational behavior and identifies the instruments for integrating socially responsible practices into the human resource management system. The relevance of the topic is determined by the transformation of the modern business socio-economic priorities and growing importance of intangible assets for ensuring the enterprises competitiveness. It has been emphasized the necessity to develop human-centered approaches to personnel management, where CSR is a source of internal (value-based) employees motivation. The economic essence of corporate social responsibility is defined, and the evolution of its concept is described. The article reveals the relationship between CSR strategy and the motivational strategy, substantiating their role in building a value-oriented personnel management system and in achieving strategic goals of the company. The internal and external forms of CSR expression, as well as the mechanism through which CSR enhances employee motivation and their loyalty to the company have been identified. In addition, it has been established that CSR has the most significant impact on the formation of the intangible component of the motivational strategy. In particular, it shapes the internal value-based motivation of personnel, stimulates their social engagement, and enhances the employer’s brand image. It also forms a special type of organizational culture based on trust, mutual respect, partnership, which defines the behavioral models of employees. A set of micro- and macroeconomic tools for integrating CSR into the enterprise's motivational mechanism has been developed. This integration creates a synergistic effect that increases the effectiveness of the motivational mechanism and ensures sustainable development of the enterprise. The study of CSR as a factor in shaping the motivational strategy enriches modern human resource management theory and holds significant practical potential for the development of effective business structures.