Comparing the influence of distinct dimensions of corporate social responsibility on organizational attractiveness: The importance of universalism, benevolence and authenticity
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2022-07-04
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en
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Abstract
Against the background of skill shortages in the labor market, the question of how
organizations can elevate their attractiveness for job-seekers is gaining importance. Previous
studies have demonstrated that the construct of corporate social responsibility (CSR) is
positively related to organizational attractiveness. Yet, causality between CSR and
organizational attractiveness has hardly been investigated. Besides, the effects of different
CSR dimensions (environmental vs. social) are hardly differentiated, and explanations of how
CSR could change the perception of organizational attractiveness have been lacking. To
bridge these gaps in the literature, a 2x2 mixed-design experiment sampling 105 students
have been conducted. The participants were instructed to imagine seeking a job and were
presented with a job advertisement from a fictitious organization to which they should
indicate how attracted they were. Participants were then informed about the organization’s
CSR which was manipulated on the CSR authenticity (authentic vs. inauthentic) and CSR
dimension (environmental vs. social). Finally, organizational attractiveness was rated once
again. Results showed that ratings of organizational attractiveness were not statistically
different between pre- and post-measurement. Also whether CSR had an environmental or a
social focus made no statistical difference. Besides that, it was found that authentic CSR
significantly improves organizational attractiveness, while inauthentic CSR does not. Lastly,
implications for science and practice are discussed.
Key words: organizational attractiveness, (environmental and social) corporate social
responsibility, authenticity, greenwashing, pinkwashing, universalism, benevolence
Over the last two decades organizational competition for young talent has been
increasing (Whysall et al., 2019). Globalization, digital advancements, and demographic
development are primary factors that have caused significant changes in the labor market
(Burke & Ng, 2006) which in turn have made it difficult for organizations to find adequately
skilled personnel (Brunello & Wruuck, 2021). Thus, it is of crucial importance that
organizations establish an attractive position in the labor market, in order to be able to ensure
sufficient employee inflow. For that reason, organizations hold high interest in the question of
which organizational characteristics motivate young talents to seek employment (Story et al.,
2016).
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Faculteit der Sociale Wetenschappen