Why CSR is a win-win concept : An explanatory study of the impact of CSR (Corporate Social Responsibility) on the attractiveness towards an employer

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Abstract: Background: ​The concept of CSR has become a more discussed topic in relation to employer attractiveness in recent years. Recent research pointed in the direction of CSR to be a vital tool to be utilised in order for employers to enhance their employer attractiveness. By implementing CSR within an organisations agenda, will initially increase the number of job applicants. However, employer attractiveness in relation to CSR was still treated as a generic term, and not divided into specific values. Therefore, the authors divided​ ​the values within employer attractiveness (Interest, Social, Economic, Development and Application Value) and investigated which of the five values within employer attractiveness that were positively impacted by CSR. Purpose: ​The purpose of this paper was to explain how CSR impact employer attractiveness. Methodology: ​This thesis had a quantitative research method based on previous studies, hence, a deductive approach. The purpose was of an explanatory nature and the authors utilized a cross-sectional research design. The authors created an online survey that gathered 280 responses through the use of non-probability sampling in the form of a convenience sample. Findings: ​In this study, four out of the five hypotheses were accepted meaning that CSR positively impacts employer attractiveness. Furthermore, the authors cross-checked the independent and dependent variables together with control questions such as gender, age and occupation. Resulting in gender, age and occupation not having a significant impact on the result. Conclusion: ​The authors conclude that CSR positively impacts employer attractiveness through the measured values of Interest, Social, Development and Application Value. The authors could not conclude that CSR had a positive impact on Economic Value meaning that the hypothesis (H3) was rejected.

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