THE ROLE OF HUMAN RESOURCES IN CORPORATE SOCIAL RESPONSIBILITY – A STUDY IN NTPC, RAMAGUNDAM

Organizations are increasingly recognizing corporate social responsibility as an innovative strategic and management function necessitating their concentration. Universally, the effect of CSR is becoming obvious in organizations ranging from human rights and labour and employment practices to power generation projects and the environment. HR occupies a vital position involving directing and educating their organizations on the significance of CSR and simultaneously purposefully executing effective HR management practices that sustain the organization's productivity and CSR goals. Moreover, the main aim of this study is to find out the role of HR in CSR, the NTPC, Ramagundam has taken as study organization. The primary data was collected from 450 employees of study unit with the help of a structured questionnaire. Hence, the data was analysed by frequencies, percentages, scores and tank analysis on the level of HT practices and level of CSR practices observed in the NTPC, Ramagindam. Thus, the results indicate that organizations' corporate social responsibility has positive correlation to the HR practices and to their attractiveness of employers and thus their ability to attract and retain prospective workers. An organization's CSR also gives competitive advantage to the HR practices in the organization and vice-versa.