Determinants of CSR importance in employer attractiveness

Abstract

This study examines what impacts the importance of CSR in employer attractiveness among younger generations. A moderated moderation model with four constructs based on individuals’ identities connected to CSR and employer attractiveness was tested in a survey with 107 respondents. The analyses suggest that the perceived importance of CSR in employer attractiveness is directly influenced by attitudes towards CSR and this effect is stronger for strong personal CSR norms. The economic dimension does not significantly moderate the moderation effect. Individuals with strong attitudes and norms towards CSR highly value CSR in employer attractiveness, the economic dimension does not diminish this.