Abstract:

Nowadays, the commercial sector cooperates more intensely with nonprofit organizations because many companies are aware of their civil responsibility through Corporate Social Responsibility (CSR), specifically corporate volunteering, corporate philanthropy and cause-related marketing. In the US, but also European continent, corporate volunteering plays a significant role because supports activities mainly in social field. Firms support volunteering, especially for developing social competencies of employees, promoting corporate image, employee motivation, corporate loyalty and teamwork because look for qualified workers with moral and ethical attributes that correspond to corporate identity. In addition, volunteering has an economic benefit because it improves the physical and mental health of employees, which has a positive impact on productivity gains in the workplace. On the other hand, corporate volunteering is an important factor also for potential job seekers. Currently, many potential job seekers consider not only wage conditions, but they also decide based on the company's publicly beneficial activities. For this reason, corporate volunteering is a suitable supportive tool for personnel marketing in gaining prospective staff in international competition. The importance of personnel marketing rises with unskilled labor and low unemployment. The personnel marketing department focuses not only on the domestic labor market, but also on prospective candidates from abroad. It is related to the promotion of labor mobility by the European Union. The aim of this paper is to summarize the theoretical and empirical knowledge of corporate volunteering as a support tool for personnel marketing, by which companies acquire and develop employees' abilities. Moreover, we conduct survey of corporate volunteerism. The survey sample consist of 130 respondents. The results show corporate volunteerism develop professional and personnel skills. In addition, some respondents think that corporate volunteerism is good form of teambuilding. The reason is that teambuilding is associated with relaxing and helping people in need.