TOWARDS IDENTIFICATION LEVERS, RISKS AND ARBITRATIONS IN DEPLOYMENT OF A CSR PRACTICE PUBLIC TOUR DISTANT FROM THE JOB

Abstract

In this article, we want to understand how, and to what extent, an organization unfold a CSR practice dedicated to job seekers remote from employment. To understand that, we use the case of an
association, launched by Suez Environment in November 2011: “House to rebound”. This HR
device, tested in Bordeaux, has the objective to promote access to a sustainable employment. It is
based on a long-term support for people in great difficulty to find a job. The longitudinal qualitative
data analysis raises the value of combining socializing approaches (i.e. oriented to the beneficiary)
and qualifying approaches (i.e. oriented to the job) in terms of support. It also highlights the role of
internal stakeholders (HR services and managers) and external stakeholders (insertion’s professionals) to promote the integration of persons remote from employment. Nevertheless, this research
also points out the limitations of such a practice. For example, it is necessary to operate, over time,
an arbitration to resolve the tension between economic performance and social performance.
Furthermore, there is a risk of stigmatization of people helped.