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Abstract
Purpose – This paper investigates the relationship between corporate
social responsibility practices geared towards stakeholder employees
and the competitiveness and productivity of Brazilian banks.
Design/methodology/approach – We carried out two association
statistical analyses between the proxies of competitiveness and the
variables that indicated of internal social responsibility: the Jonckheere-
Terpstra test and regression analysis with Feasible Generalized Least
Squares (FGLS) modeling. The sample is made up of 21 banks listed
in BM&FBovespa over the 2010-2014 period.
Findings – The survey shows that corporate social responsibility
practices geared towards employees impact the financial performance
of banks. Employees’ salaries positively affected financial performance,
and the latter was negatively affected by the rate of outsourcing, both
explained by greater employee productivity. Employee turnover and
female participation in management and governance bodies are directly
related to competitiveness indicators, in a negative and positive way,
respectively, with no regard to employee productivity.
Originality/value – Banks that offer better CSR practices to their
employees present greater financial gains and increased employee
productivity. There are specific items that have the potential to lead
to a competitive status, adding value to businesses and employees.
This research argues that managers should identify the CSR practices
that add value to their companies and the benefits derived from value
allocation to employees.
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