The strategy of socially responsible businesses and adherence to sustainable development principles

Abstract

Corporate Social Responsibility (CSR) should be used as a genuine tool to foster sustainable economic recovery in Morocco. This can be achieved by contributing to the prevention of potential risks and effectively managing the long-term impacts of economic activities. During the COVID-19 crisis, the commitment of certified companies can be measured by their ability to incorporate social and environmental concerns into their actions. In addition to implementing human resources strategies to address job losses, it is crucial to accelerate digital transformation to adapt platforms to the needs of remote workers. Strengthening online training programs is also important to meet skill development requirements.

We have undertaken an analysis of the relationship between education and individual productivity within RSE-certified companies. This endeavor aims to expand the role of government intervention in training and assess the effectiveness of initiatives by the General Confederation of Moroccan Enterprises (CGEM). Additionally, we seek to understand the role of responsible and corporate social strategies in fostering employee engagement and motivation.

The impact of actions carried out by CSR-certified companies on employee and company performance highlights the importance of the company's social commitment in motivating and engaging employees. The significance of motivation to pursue further education to improve one's professional situation and increase purchasing power underscores employees' aspirations for higher wages, promotions, as well as their search for stability and career progression within the companies they work for. The number of years of education has a more significant contribution to salary than other characteristics, indicating that the longer a person has studied, the higher their hourly earnings tend to be.

This study proposes to analyze the impact of training on the motivation and individual preferences of employees in companies engaged in a CSR approach.

The objective is to understand the complexity of work motivation, which is a key element of organizational performance. Different types of motivation will be examined, such as survival motivation (training seen as resistance to competition), instrumental motivation (training allowing the acquisition of new skills) or motivation linked to remuneration.

The study of employee behavior in these CSR-labelled companies will help understand how they manage their human capital, particularly in times of crisis such as the COVID-19 pandemic. The focus will be on the training and skills development practices put in place, as well as their impact on individual and organizational results.

Despite the small number of existing studies on this subject, this research aims to contribute to a better understanding of the operationalization of CSR, by focusing on the training and motivation dimension of employees.

Keywords: Training, CSR, motivation, sustainable development.

JEL Classification: D02, M14, Q01

Type of paper: Empirical research