The Influence of CSR Initiatives on Gen Z's Perception of Firms: A Qualitative Study : Exploring the Impact of Corporate Social Responsibility on the Favourability of Potential Gen Z Employees

Abstract: Purpose: This study aims to explore the relationship between CSR initiatives and the job preferences of educated Gen Z members. This study also aims to provide insights into how organisations can attract and retain top Gen Z talent by implementing CSR initiatives and thus maintain their competitive advantage in the job market.  Method: To address the research question, this study uses a qualitative approach involving semi-structured interviews with Gen Z members and employers with expertise in recruitment and human resources (HR) positions. Additionally, the authors conducted an analysis of the collected data using a thematic approach. Conclusion: This study explores and expands the understanding of the preferences and priorities of Generation Z employees, emphasising the significance of factors beyond CSR initiatives. The authors conclude that while Gen Z is supportive of CSR initiatives, it is not the most significant factor in Gen Z's employer preferences. Gen Z employees consider salary, benefits, career advancement opportunities, and workplace flexibility as important factors when choosing an employer. Insights from this study can assist organisations and human resources professionals in cultivating positive relationships with Generation Z employees and make their organisation more attractive to these emerging talented candidates of employees.