Dual career in the workplace: co-creation of a conceptual framework by employers and employee-sportspersons incorporating corporate social responsibility and brand alignment

These findings suggest priorities for changes within the DC dimensions identified, and envisage flexible models for aligning corporate brand values and corporate social responsibility strategies through meaningful and proactive DC support of the employee-sportspersons in the workplace. The findings provide a rigorously derived evidence base to inform the formulation of new DC workplace guidelines.