Impact of corporate social responsibility on employees’ attractiveness in hospitality industry

Saba Riaz; Kashif Saleem

doi:10.18282/hrms.v6i1.3422

Saba Riaz Harbin Institute of Technology, Harbin 150001, Heilongjiang Province, China
Kashif Saleem Lahore Leads University, Lahore 54000, Pakistan

Article ID: 3422

301 Views, 121 PDF Downloads

DOI: https://doi.org/10.18282/hrms.v6i1.3422

Keywords: corporate social responsibility; employer attractiveness; hospitality industry

Abstract

This study begins the conversation on the impact that applicant CSR orientation has on a major phase of workforce development—employer attractiveness. There is also virtually no research that investigates CSRO and workforce development. Meanwhile, this present research effort provides evidence that there is some basic relationship between CSRO and employer attractiveness. The data comes from 280 participants who are interested in joining the hospitality and tourism industries in Pakistan. Structural equation modeling was used to analyze the data. The results showed that all four dimensions are significant predictors of employers‘ attractiveness. More specifically, the ethical aspect of CSR has a stronger impact on employers’ attractiveness, whereas discretionary behavior in CSR has the least impact. The implications for academicians, researchers, and managers in the hospitality industry are given in detail.

References

Abell, D., & Becker, K. (2020). Enhancing university employer attractiveness for the next generation of academics. Journal of Higher Education Policy and Management, 43(5), 457–473. https://doi.org/10.1080/1360080x.2020.1847241

Abraham, M., Gniza, J., & Ostermann, K. (2021). How can employers signal trustworthiness to job seekers? Determinants of employer reputation. In: Krumpal, I., Raub, W., & Tutić, A. (editors). Rationality in Social Science. Springer. pp. 269–292. https://doi.org/10.1007/978-3-658-33536-6_13

Albinger, H. S., & Freeman, S. J. (2000). Journal of Business Ethics, 28(3), 243–253. https://doi.org/10.1023/a:1006289817941

Ali, E., Satpathy, B., & Gupta, D. R. (2023). Examining the effects of CSR on organizational attractiveness: perception study of job seekers in India. Journal of Global Responsibility, 15(1), 19–52. https://doi.org/10.1108/jgr-11-2021-0098

Backhaus, K. B., Stone, B. A., & Heiner, K. (2002). Exploring the Relationship Between Corporate Social Performance and Employer Attractiveness. Business & Society, 41(3), 292–318. https://doi.org/10.1177/0007650302041003003

Bharadwaj, S., Khan, N. A., & Yameen, M. (2021). Unbundling employer branding, job satisfaction, organizational identification and employee retention: a sequential mediation analysis. Asia-Pacific Journal of Business Administration, 14(3), 309–334. https://doi.org/10.1108/apjba-08-2020-0279

Binu Raj, A. (2020). Impact of employee value proposition on employees’ intention to stay: moderating role of psychological contract and social identity. South Asian Journal of Business Studies, 10(2), 203–226. https://doi.org/10.1108/sajbs-10-2019-0183

Biswas, M. K., & Suar, D. (2014). Antecedents and Consequences of Employer Branding. Journal of Business Ethics, 136(1), 57–72. https://doi.org/10.1007/s10551-014-2502-3

Caputo, A., Molino, M., Cerato, B., & Cortese, C. G. (2023). Employer Attractiveness: Two Instruments to Measure Employer Branding and Reputation. SAGE Open, 13(3). https://doi.org/10.1177/21582440231192188

Carroll, A. B. (1999). Corporate Social Responsibility. Business & Society, 38(3), 268–295. https://doi.org/10.1177/000765039903800303

Carroll, A. B. (2016). Carroll’s pyramid of CSR: taking another look. International Journal of Corporate Social Responsibility, 1(1). https://doi.org/10.1186/s40991-016-0004-6

Catano, V. M., & Morrow Hines, H. (2016). The influence of corporate social responsibility, psychologically healthy workplaces, and individual values in attracting millennial job applicants. Canadian Journal of Behavioural Science / Revue Canadienne Des Sciences Du Comportement, 48(2), 142–154. https://doi.org/10.1037/cbs0000036

Chaudhary, R. (2019). Green Human Resource Management and Employee Green Behavior: An Empirical Analysis. Corporate Social Responsibility and Environmental Management, 27(2), 630–641. https://doi.org/10.1002/csr.1827

Dauth, T., Schmid, S., Baldermann, S., & Orban, F. (2023). Attracting talent through diversity at the top: The impact of TMT diversity and firms’ efforts to promote diversity on employer attractiveness. European Management Journal, 41(1), 9–20. https://doi.org/10.1016/j.emj.2021.10.007

Davies, G., Mete, M., & Whelan, S. (2017). When employer brand image aids employee satisfaction and engagement. Journal of Organizational Effectiveness: People and Performance, 5(1), 64–80. https://doi.org/10.1108/joepp-03-2017-0028

Day, J., Karani, A., Adler, H., & Nicely, A. M. (2013). Corporate Social Responsibility and College Recruiting in the Hospitality Industry. Journal of Human Resources in Hospitality & Tourism, 12(1), 71–90. https://doi.org/10.1080/15332845.2013.723269

Drucker, P. F. (1984). Converting Social Problems into Business Opportunities: The New Meaning of Corporate Social Responsibility. California Management Review, 26(2), 53–63. https://doi.org/10.2307/41165066

Franzoni, S., Sarwar, H., & Ishaq, M. I. (2021). The Mediating Role of HRM in the Relationship between CSR and Performance in the Hospitality Industry. Sustainability, 13(24), 13699.

Handy, F., Hustinx, L., & Spraul, K. (2020). Attractiveness of CSR in job choice decisions: The case of India. In: Haski-Leventhal, D., Roza, L., & Brammer, S. (editors). Employee Engagement in Corporate Social Responsibility. SAGE Publications Ltd. pp. 141–159. https://doi.org/10.4135/9781529739176.n9

Hinson, E., Agbleze, S., & Kuada, J. (2018). Corporate Social Responsibility and Employer Attractiveness: Perspectives of Students on the African continent. African Journal of Business Ethics, 12(2). https://doi.org/10.15249/12-2-190

Hoppe, D., Keller, H., & Horstmann, F. (2021). Got Employer Image? How Applicants Choose Their Employer. Corporate Reputation Review, 25(2), 139–159. https://doi.org/10.1057/s41299-021-00119-3

Ishaq, M. I., Sarwar, H., Franzoni, S., & Palermo, O. (2023). The nexus of human resource management, corporate social responsibility and sustainable performance in upscale hotels: a mixed-method study. International Journal of Emerging Markets.

Jakob, E. A., Steinmetz, H., Wehner, M. C., et al. (2021). Like It or Not: When Corporate Social Responsibility Does Not Attract Potential Applicants. Journal of Business Ethics, 178(1), 105–127. https://doi.org/10.1007/s10551-021-04960-8

Jones, D. A., Willness, C. R., & Madey, S. (2014). Why Are Job Seekers Attracted by Corporate Social Performance? Experimental and Field Tests of Three Signal-Based Mechanisms. Academy of Management Journal, 57(2), 383–404. https://doi.org/10.5465/amj.2011.0848

Junça Silva, A., & Dias, H. (2022). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, 31(8), 1–16. https://doi.org/10.1108/ijoa-01-2022-3129

Le, B. N., & Morschett, D. (2022). Employer Attractiveness of EMNEs: The Role of CSR in Overcoming Country-of-Origin Image Constraints in Developed Host Countries. Management International Review, 63(2), 313–346. https://doi.org/10.1007/s11575-022-00498-7

Lee, C.-K., Song, H.-J., Lee, H.-M., et al. (2013). The impact of CSR on casino employees’ organizational trust, job satisfaction, and customer orientation: An empirical examination of responsible gambling strategies. International Journal of Hospitality Management, 33, 406–415. https://doi.org/10.1016/j.ijhm.2012.10.011

Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56(1), 75–102. https://doi.org/10.1111/j.1744-6570.2003.tb00144.x

Lin, C.-P., Tsai, Y.-H., Joe, S.-W., & Chiu, C.-K. (2011). Modeling the Relationship Among Perceived Corporate Citizenship, Firms’ Attractiveness, and Career Success Expectation. Journal of Business Ethics, 105(1), 83–93. https://doi.org/10.1007/s10551-011-0949-z

Lis, B. (2018). Corporate social responsibility’s influence on organizational attractiveness. Journal of General Management, 43(3), 106–114. https://doi.org/10.1177/0306307017749627

Ma, Y., Zhang, L., & Bai, Y. (2023). Corporate social responsibility propaganda and employer attractiveness: moderating effects of compensation level and corporate integrity level. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-03163-7

Ma, Y., Zhang, L., & Fang, H. (2022). Can corporate green image improve employer attractiveness? Evidence from recruitment market in China. Journal of Cleaner Production, 377, 134323. https://doi.org/10.1016/j.jclepro.2022.134323

McWilliams, A., & Siegel, D. (2001). Profit maximizing corporate social responsibility. Academy of Management Review, 26(4), 504–505.

Newburry, W., Gardberg, N. A., & Sanchez, J. I. (2014). Employer Attractiveness in Latin America: The Association Among Foreignness, Internationalization and Talent Recruitment. Journal of International Management, 20(3), 327–344. https://doi.org/10.1016/j.intman.2014.01.001

Porter, M. E., & Linde, C. V. D. (1995). Toward a New Conception of the Environment-Competitiveness Relationship. Journal of Economic Perspectives, 9(4), 97–118. https://doi.org/10.1257/jep.9.4.97

Raza, A., Ishaq, M. I., Jamali, D. R., et al. (2023). Testing workplace hazing, moral disengagement and deviant behaviors in hospitality industry. International Journal of Contemporary Hospitality Management.

Saini, G. K., Lievens, F., & Srivastava, M. (2022). Employer and internal branding research: a bibliometric analysis of 25 years. Journal of Product & Brand Management, 31(8), 1196–1221. https://doi.org/10.1108/jpbm-06-2021-3526

Sarwar, H., Aftab, J., Ishaq, M. I., & Atif, M. (2023). Achieving business competitiveness through corporate social responsibility and dynamic capabilities: An empirical evidence from emerging economy. Journal of Cleaner Production, 386, 135820.

Sarwar, H., Ishaq, M. I., & Franzoni, S. (2022). Influence of HRM on CSR and performance of upscale hotels in developed and developing countries. Environment, Development and Sustainability, 26, 335–357. https://doi.org/10.1007/s10668-022-02711-x

Seara, M., Proença, T., & Ferreira, M. R. (2023). Do corporate social responsibility practices have an impact on employer attractiveness – an approach to corporate volunteering programs. European Journal of Management and Business Economics. https://doi.org/10.1108/ejmbe-02-2022-0041

Smith, W. J., Wokutch, R. E., Harrington, K. V., & Dennis, B. S. (2001). An Examination of the Influence of Diversity and Stakeholder Role on Corporate Social Orientation. Business & Society, 40(3), 266–294. https://doi.org/10.1177/000765030104000303

Sohn, M., Sohn, W., Klaas-Wissing, T., & Hirsch, B. (2015). The influence of corporate social performance on employer attractiveness in the transport and logistics industry. International Journal of Physical Distribution & Logistics Management, 45(5), 486–505. https://doi.org/10.1108/ijpdlm-07-2014-0150

Story, J., Castanheira, F., & Hartig, S. (2016). Corporate social responsibility and organizational attractiveness: implications for talent management. Social Responsibility Journal, 12(3), 484–505. https://doi.org/10.1108/srj-07-2015-0095

Stuss, M. M. (2018). Corporate Social Responsibility as an Employer Branding Tool: The Study Results of Selected Companies Listed on GPW. International Journal of Contemporary Management, 17(1). https://doi.org/10.4467/24498939ijcm.18.014.8393

Thorsteinson, T. J., Palmer, E. M., Wulff, C., & Anderson, A. (2004). Too Good to Be True? Using Realism to Enhance Applicant Attraction. Journal of Business and Psychology, 19(1), 125–137. https://doi.org/10.1023/b:jobu.0000040276.75748.b9

Turker, D. (2008). How Corporate Social Responsibility Influences Organizational Commitment. Journal of Business Ethics, 89(2), 189–204. https://doi.org/10.1007/s10551-008-9993-8

Walsh, J. (2003). Social Issues and Management: Our Lost Cause Found. Journal of Management, 29(6), 859–881. https://doi.org/10.1016/s0149-2063(03)00082-5

Wang, L., Han, J., Ramasamy, B., & Peng, S. (2022). Incongruous employer brand signals and organizational attractiveness: Evidence from multinational companies in China. Human Resource Management, 61(5), 563–584. https://doi.org/10.1002/hrm.22121

Younis, R. A. A., & Hammad, R. (2020). Employer image, corporate image and organizational attractiveness: the moderating role of social identity consciousness. Personnel Review, 50(1), 244–263. https://doi.org/10.1108/pr-02-2019-0058 Zaid, M.

K. S. A., & Al-Manasra, E. A. (2013). The impact of corporate social responsibility dimensions on organizational attractiveness in Jordanian commercial banks. European Journal of Business and Management, 5(12), 175–183.

Zhang, Q., Cao, M., Zhang, F., et al. (2019). Effects of corporate social responsibility on customer satisfaction and organizational attractiveness: A signaling perspective. Business Ethics: A European Review, 29(1), 20–34. https://doi.org/10.1111/beer.12243