Organizations realize that it is important to attract highly skilled and qualified employees, because these employees are a necessary component of the competitive advantage that organizations want to achieve (Greening & Turban, 2000). Corporate Social Responsible actions of an organization can be a manner to attract highly skilled and qualified employees, because prior research assumes that organization’s CSR activities comprise a legitimate and compelling way to attract them (Bhattacharya et al., 2008).
Previous research on Corporate Social Responsibility focused mainly on stakeholder groups such as consumers and investors. However, very little research has been carried out to the effects of Corporate Social Responsibilities on organizations when attracting new and high potential employees. Therefore this study will contribute to the existing body of knowledge about Corporate Social Responsibility. The present study focuses on employees, specifically on prospective employees of the study Business Communication from the Radboud University Nijmegen.
From an organizational perspective and practical relevance, this study can also be important, “because employees are viewed as a necessary component to success and are a relatively scarce resource (Greening & Turban, 2000, p. 257)”. Organizations will always need employees and therefore it is important to attract prospective employees. Prospective employees are the future of an organization. Furthermore, according to Professor dr. Roobeek (2010) the upcoming next generation (also mentioned as the creative or Y generation) will rather base its decision for an organization on its values regarding sustainability and social responsibility than on the secondary employment conditions of an organization (such as receiving a laptop, car, mobile phone etc.). The next generation finds it important that the organization they are going to work for has similar values as their own. They seek a person-organization fit. Although, the new generation only applies to a few, Professor Roobeek (2010) emphasizes the importance of organization to take action on this matter. Organizations should communicate their Corporate Social Responsibility actions to these new high potentials. Only, before that can happen, it is important for organizations to know what potential employees triggers in applying for a job, what their motivation is, which values they share and whether or not these values match the companies values. In other words, is there a ‘ Person-Organization fit?
This Person-Organization fit is an important factor in the search for good employees.
The core of Person-Organization fit, is the ‘right’ fit between the values of individuals and values of organizations. Prospective employees will prefer to work in organizations where the organizational values are in line with their own values (Cable & Judge, 1994). Incorporating Corporate Social Responsibility in job advertisements and in their communication may...