Employer branding and CSR communication in online recruitment advertising

Petya Puncheva-Michelotti, Sarah Hudson and Gewen Jin
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Petya Puncheva-Michelotti: ESC [Rennes] - ESC Rennes School of Business
Sarah Hudson: ESC [Rennes] - ESC Rennes School of Business

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Abstract: While multiple studies have discussed the importance of corporate social responsibility (CSR) in recruiting, two important but unaddressed questions constrain the understanding and practice of presenting firms' socially conscious efforts to their prospective employees. First, are companies engaged in CSR communicating their CSR practices effectively in online recruitment advertising? And second, what CSR information should companies include in online job advertisements to improve their employer attractiveness to prospective candidates? The findings of this study show that CSR communication in recruitment advertising is often limited, an ad-hoc practice, and mostly focused on company practices concerning employee participation and development. Even companies with a great CSR reputation take surprisingly little advantage of their CSR image when it comes to attracting job candidates. To improve employer attractiveness, we recommend that human resources managers consider (1) optimizing the structure of online job advertisements by including a company overview section in which CSR information can be presented easily, (2) expanding the scope of CSR dimensions in job advertisements to include environmental performance and community relations, (3) offering information about opportunities for employee engagement with CSR, and (4) adopting a strategic approach to the inclusion of CSR content in online job advertisements.

Keywords: Employer attractiveness; Online recruitment advertising; Corporate social responsibility; Employer branding (search for similar items in EconPapers)
Date: 2018-07
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Citations: View citations in EconPapers (12)

Published in Business Horizons, 2018, 61 (4), pp.643-651

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01992543

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