The purpose of this bachelor thesis was to extend the knowledge of how environmental-oriented CSR communication in job advertisements affects the attractiveness of employers from a potential employee perspective. The study was based on three theories, Employer brand, Social identity theory, and Signaling theory, and the concept of environmental-oriented CSR communication. The hypothesis was that environmental-oriented CSR communication in job advertisements increases employer attractiveness. The thesis had a quantitative method and used experimental web-based surveys to measure the attractiveness of two fictitious job advertisement scenarios, one which included environmental-oriented CSR communication and one which did not. The web-based survey was distributed to students by program managers of the major education areas taught at Kristianstaduniversity, in total 177 responses were collected. Previous studies have concluded that a company's CSR engagements may increase its attractiveness to potential employees. The results of the surveys show that there was a slight positive difference in employer attractiveness in the scenario including environmental-oriented CSR communication, when compared to the scenario that did not. However, the difference was not enough to be considered significant at the 0,05 level. The hypothesis that environmental-oriented CSR communication in job advertisements increases employer attractiveness was therefore rejected. Therefore, the conclusion of this bachelor thesis is that environmental-oriented CSR communication in job advertisements does not significantly increase the attractiveness of the employer.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hkr-22506 |
| Date | January 2021 |
| Creators | Helgesson, Tobias, Petersson, Jonatan |
| Publisher | Högskolan Kristianstad, Fakulteten för ekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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