More Than a Paycheck: How CSR Perceptions Drive Employer Appeal Among Job Seekers

Abstract

Purpose: This study examines how different types of CSR perceptions—instrumental, normative, and positive CSR perceptions, as well as self-perceived CSR engagement— affect employer attractiveness among potential job applicants.
Methodology: The study utilized a quantitative research design, and primary data was collected through a self-administered questionnaire from final-year undergraduate and postgraduate students at public universities in Bangladesh. Method A total of 200 valid responses was obtained via non-probability purposive sampling, which allowed for the analysis of the associations between the independent variables and employer attractiveness.
Findings: The instrumental CSR perception, the normative CSR perception, the positive CSR perception, and the individual engagement with CSR are recognized to meet the employer attractiveness effect significantly. This highlights the importance of CSR concerning future employers from potential employees.
Originality: The present study contributes to the literature by offering novel evidence of the relationship between CSR perceptions and employer attractiveness in the context of Bangladesh University students. It broadens the scope of signaling theory in HRM by marketing CSR as information that can be a signal for talent attraction.
Practical Implication: It can help organizations effectively market their CSR initiatives to strengthen their employer branding strategy. Improving communication regarding CSR activities and increasing employee involvement in these activities can significantly enhance the ability of the companies to attract and retain potential talent.