U suvremenom društvu sve važniju ulogu u formiranju imidža poduzeća imaju stavovi i očekivanja javnosti koja je postala izrazito osjetljiva na društvenu odgovornost. Društvena odgovornost jedan je od najboljih načina privlačenja i zadržavanja kvalitetne radne snage, osobito visoko obrazovanih, stručnih i kreativnih osoba, što otvara prostor inovacijama koje predstavljaju jedan od glavnih preduvjeta konkuretnosti i dugoročnog opstanka poduzeća. Tvrtke su društveno odgovorne prema svojim zaposlenicima osiguravajući im radna mjesta na kojima ih nitko neće zloupotrebljavati te prisiljavati na prekovremeni rad, omogućujući im konstantan napredak kroz dodatna usavršavanja bilo to na radnom mjestu ili u obrazovanju. Ukoliko se prema zaposlenicima bude odnosilo s društvenom odgovornosti, oni će raditi profitabilnije, imat će više motivacije, a to će utjecati na konačni rezultat njihovog rada.

In modern society, the attitudes and expectations of the public have increasingly important role in forming the image of the company, which has become extremely sensitive to social responsibility. Social responsibility is one of the best ways to attract and retain quality employees, especially highly educated, professional and creative people, which creates space for innovations that represent one of the main preconditions for competitiveness and long¬term survival of the company. Companies are socially responsible to their employees by providing those workplaces where they would not be abused and forced to work overtime, allowing them constant progress through additional training at the workplace and on education. If the employee is concerned with social responsibility, they will work more profitable, they will have more motivation, and all that will have an effect on the final result of their work.