The key factors of organizational success are evolving and changing over the years. The key factors in choosing an 'employer of choice' are undermining the power of the capital and are adapting to unsustainable changes in the environment and in the labor market, with fewer active workers every year and more and more individuals of the so-called generation Y. This generation among others, is characterized by independence, individualism, openness to new challenges and efficiency. The entry of the new generations into the labor market changes the relationships between the employer and the employee. The personnel strategy will be forced to ensure success in an ever-sharper competition with other employers, and focus on how it will succeed in acquiring and retaining personnel that are crucial to market success in the long run. The foundations that will ensure this success can be developed through various social corporate responsibilities with employees. In the growth trend there are approaches that introduce socially responsible practices into existing business models and contribute to the sustainable development of the organization and the wider environment. Through the obtained data, we evaluate the activities of socially responsible behavior within sustainable human resource management practices which are high on the Y-generation priority scale and represent a very important activity for acquiring and retaining employees in the company.