The social responsibility of employees within the 4–5 star hotel sector in Ho Chi Minh City is pivotal for enhancing customer experience and fostering a sustainable brand image. Employees who actively engage in social responsibility initiatives not only strengthen customer relations but also contribute to community development and environmental conservation, thereby establishing a long-term competitive advantage for businesses. This study examines the social responsibility of employees in the 4–5 star hotel industry in Ho Chi Minh City to explore the interrelationship between employee social responsibility, ethical empathy, and the intention of employees to serve as internal brand ambassadors. Data were collected from 360 hotel employees using a survey. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypotheses. The findings indicate that employee social responsibility positively influences ethical empathy and intention to become an internal brand ambassador. Ethical empathy serves as a mediating factor in this relationship, whereas organizational culture exerts a moderating effect. This study offers managerial recommendations to enhance ethical empathy among employees, thereby contributing to the improvement of brand image and establishment of a sustainable working environment.