Effect of Corporate Social Responsibility Information In Recruitment Advertisements on Job Seeker Attraction
Degree GrantorUniversity of Canterbury
Degree NameMaster of Science
Organisations face the challenge of recruiting employees in an increasingly competitive job market. If organisations use corporate social responsibility (CSR) information in job advertisements, they may enhance job seekers’ perceptions about the organisation. In turn, this will increase the company's competitiveness in attracting potential employees. The aim of this study was to examine the effect of CSR information on job seekers’ perceptions of job advertisements. A within-subjects repeated measures experimental design was employed to test four hypotheses: that including CSR information in job advertisements increases organisational attractiveness, job pursuit intentions, willingness to relocate, and perceptions of organisational reputation. The two conditions created for the advertisements were neutral (control) and inclusion of CSR information. Participants (n = 62) were University of Canterbury students studying management or marketing. Participants examined two job advertisements (one from each condition) and then answered identical questions related to the dependent variables and demographic questions. Results show that inclusion of CSR information in a recruitment advertisement did not increase ratings for job pursuit intentions. However, statistically significant results were reported for job seekers' ratings for organisational attractiveness, willingness to relocate and organisational reputation when CSR information is included in a recruitment advertisement. Potential outcomes of these findings include enhanced selection and recruitment outcomes for the organisation. However, when job pursuit intentions were considered by respondents’ inclusion of CSR information did not make a statistically significant difference. Results are discussed in terms of implications, limitations and future research.