Exploring dimensions of corporate social performance as a strategy for attracting quality job seekers

Abstract

The main objective of this paper is to explore job seekers’ perception of an organisation’s corporate social performance (CSP) credentials as a plausible consideration in the employment decision-making process as suggested by existing literature. Similarly, the paper provides a contextual extension of previous studies that were conducted in different cultural work environments. The paper developed a conceptual model based on a literature survey in order to achieve its objectives. A survey of 515 final year undergraduate and postgraduate students in a public university in Gauteng, South Africa, was conducted to empirically determine the relationship between various dimensions of CSP in relation to a job seeker’s attractiveness to an organisation. The economic responsibility dimension of CSP was found to have the greatest influence on organisational attractiveness to job seekers. Previous studies used organisational level as the unit of analysis in arriving at conclusions, without corresponding evidence at the individual level of analysis. Our analysis in this study was conducted at an individual level, thus filling an existing gap in the literature. This paper further extends the work of some previous scholars on job pursuit intention. The study is, however, limited by our assumption that all participants would enter the labour market immediately after graduation, without control for those who may want to pursue further studies.

Keywords: recruitment strategy; organisational attractiveness; quality job seekers; dimensions of CSP; employment decision