CSR in recruitment advertising: Does it really pay to be green?
Corporate social responsibility (CSR) and its effects on (prospective) job seekers have been widely investigated in the recruitment domain. This experimental study seeks to extend existing knowledge on the influence of pro-environmental CSR information in a recruitment advertisement on Dutch and German prospective job seekers’ perceived person-organisation (P-O) fit, organisational attractiveness, and intention to pursue employment. Personal environmental stance and cultural background were tested as moderator on these effects. A total of 267 participants of which 138 were Dutch and 129 were German were randomly assigned to one of two online recruitment advertisements either with a pro-environmental message (CSR condition) or without a pro-environmental message (non-CSR condition). Consistent with previous studies, CSR information that is pro-environmentally oriented in a recruitment advertisement positively affected ! the P-O f it, organisational attractiveness, and intention to pursue employment. However, contrary to findings of earlier studies, personal environmental stance was found to moderate the effect of CSR on P-O fit, organisational attractiveness, and intention to pursue employment. Participants who had high environmental stance were positively affected by the pro-environmental CSR recruitment advertisement with respect to P-O fit, organisational attractiveness and intention to pursue employment. Finally, there was a moderation effect of nationality. A recruitment advertisement with pro-environmental CSR information was found to positively affect the German but not the Dutch participants’ perceptions of P-O fit, organisational attractiveness, and their job pursuit intentions. This study is the first study to test whether the effects of a pro-environmental CSR recruiting message on the P-O fit, organisational attractiveness, and intention to pursue employment depend upon a job seekers�! � persona l environmental stance and nationality. In addition, the cross-cultural perspective of this study is relatively rare and therefore this study’s findings expand previous research of CSR in recruitment advertisements in a cross-cultural context.
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