ABSTRACT
This chapter argues that internal corporate social responsibility (CSR) can be relevant to employee branding process and represents a categorisation model for facilitating a concrete integration of internal CSR practices and sustainable employee branding components. The role of internal messages involving formal messages and informal messages are certainly important in building knowledge and understanding of the desired brand and also can reinforce the desired brand image in employees. A considerable part of the nexus between work-life balance and employee branding is explainable by psychological contracts between employees and their organisation. Skill development activities through training courses and programs can be designed to increase performance of employees, develop product knowledge, as well as update brand image proficiency and dexterity in employees. The nexus between internal CSR practices and employees can increase the identification and commitment of employees to the organisation; improve organisational citizenship behaviours and meaningfulness of work for employee.
