How healthy are employee-related CSR initiatives: a mapping and discussion of applying health-related employee benefits as part of companies' CSR programs

Purpose The aim of this study is to investigate the prevalence of corporate health initiatives as part of CSR, and how and to what extent these initiatives are communicated in CSR reports. Design/methodology/approach The study comprises two strands. First, a mapping of the extent and nature of health-related CSR initiatives among 11 selected Danish companies is developed, based on a qualitative email questionnaire. Next, the mapping serves as the framework for coding and analyzing CSR reports from 2018 to 2020 from 15 companies (45 in total). Findings The study provides a typology of the extent and nature of such CSR initiatives consisting of more than 50 types of health-related initiatives. Analysis of the CSR reports illustrates an increase in the explicit communication of employee health initiatives as well as the number of different categories applied over the three years. Practical implications The study provides CSR managers with awareness about the extent and usage of employee health as part of corporate communication on CSR, including how such initiatives can be communicated in the CSR report. It also gives rise to carefully considering the potential negative implications for employees when planning health initiatives. Originality/value The study is the first of its kind to combine the perspectives of CSR and workplace health promotion to discuss the potential institutionalization of employee health as part of the corporate CSR program.