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Nearly half of the surveyed SMEs in Poland admitted that there is a very strong competition on the market where they operate. Among the neuralgic factors they point to the lack of qualified employees (PARP, 2021). Companies can use CSR policies to attract competent employees and retain valuable ones. Therefore, the purpose of this research paper is to find out whether, according to employees working in SME companies, an active CSR policy influences their employment-related decisions.

The data were collected through questionnaires received from 618 employees of 29 SMEs in Poland through questionnaires, which were analyzed with the IBM SPSS Statistics 26.0 and Microsoft Excel 2019.

The survey results provide evidence that CSR activities are an important factor in employees' decisions about potential employment and/or continued employment. In particular, the results show that almost all areas of CSR, except cooperation with the local communities, are important to employees. The survey also provides a clear answer as to which CSR initiatives benefiting employees of SME companies are the most important for them.

The conducted research fills a gap in CSR related studies on the SME sector in Poland. This is important, given the significant share of SME sector companies in the market in Poland and around the world.

Tourism employment is very diverse ranging from precarious, exploitative study to high-quality workplaces. However, poor employment images dominate the tourism industry, which makes attracting employees difficult. This study aims to examine the processes that lead to such image construction.

Using a qualitative methodology, the study develops a multilevel framing cycle comprising a media analysis of newspapers and magazines (macro-level), a conversation analysis of peer communication/negotiations (meso-level) and a content analysis of single employee/manager interviews (micro-level); and a comparative analysis of the macro-, meso- and micro-level findings.

The multilevel frame cycle identifies image-construction processes that pass through working conditions, payment, seasonality and human resource problems. These processes are shaped by the two cross-level dynamics of radicalization and attenuation. The latter consists of rationalized and repressed framings of tourism employment images (TEI) and the former consists of ideological and emotional framings.

Tourism stakeholders should support and participate in a pragmatic and open dialog to overcome the radicalization and attenuation of tourism employment. The key players require a new deal to end the “information warfare” on tourism employment, inaugurating a new era of collaborative and constructive employment relations.

This study develops a holistic and dynamic understanding of TEI by exploring how media products, peer groups and employees/managers jointly construct these images. It demonstrates how attenuation and radicalization shape poor employment images in tourism. It argues that these dynamics “lock in” the status-quo, create mutual recrimination between employers and employees and counteract common strategies that could otherwise improve employment structures and the image of tourism.