Corporate social responsibility, corporate reputation and intention to apply for a job: evidence from students in an emerging economy

Abstract

PurposeHigh-quality workforce is the most important source for competitive advantage, and thus all organizations attempt to attract and recruit young talents. This study aims to examine the relationships between corporate social responsibility (CSR), corporate reputation and intention to apply for a job in young individuals.Design/methodology/approachFor empirical analysis, this study uses data collected from final-year students and fresh graduates in a developing city. This study uses structural equation modelling (SEM) to test the research model.FindingsCSR is found to be positively and directly associated with intention to apply for a job. CSR is also positively and indirectly associated with intention to apply through the mediation of corporate reputation.Practical implicationsThis study underscores the importance of CSR practices in enhancing corporate reputation and attracting talented young candidates. Accordingly, organizations can gain their competitive edge in a highly competitive environment.Social implicationsThis study suggests that organizations should be more concerned about CSR practices for the sake of corporate reputation as well as community development.Originality/valueThis study is among the early attempts to examine the direct and indirect relationships between CSR, corporate reputation and intention to apply for a job in a developing city. The findings add to the growing literature suggesting that CSR may help organizations achieve competitive advantage regarding the attraction of prospective young talents.