Corporate social responsibility, corporate brand image and employer attractiveness: perspectives of potential employees

George Asamoah, Lawrence Yaw Kusi, Isaac Sewornu Coffie, Ebenezer Afum and Henry Kojo Bonsu-Owu

International Journal of Business and Emerging Markets, 2025, vol. 17, issue 1, 71-86

Abstract: The study examined the effect of corporate social responsibility on employer attractiveness among potential employees and controlled for the mediating effect of corporate brand image. Regular students in the School of Business, University of Cape Coast, Ghana, constituted the target population. Structured questionnaires were used in collecting data from 346 final year business students of the University of Cape Coast, Ghana. The data were analysed using both SPSS and Smart PLS 3. Reflective SEM was configured to test the hypotheses formulated. The result shows that CSR and corporate brand image are significant positive predictors of employer attractiveness among university students. Corporate brand image significantly mediates the predictive relationship between CSR and employer attractiveness among potential employees. Firms are encouraged to participate in CSR activities, especially in university communities, because this initiative would promote their image positively, hence attracting suitable potential employees from universities.

Keywords: corporate social responsibility; CSR; corporate brand image; employer attractiveness; university students. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:17:y:2025:i:1:p:71-86

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