Exploring the Role of Corporate Social Responsibility, Perceived Work Environment and Organizational Reputation in Organization Attractiveness: A Case of Generation Z Students in Indian Higher Learning Institutions

Abstract

The purpose of this research is to understand the factors affecting attractiveness of an organization to potential talent,specifically among Indian higher education students from Generation Z. The study focuses on the impact of perceived work environment(PWE), social responsibility of organisations (CSR), perceived work environment (PWE), and reputation of organisations (OR) onorganizational attractiveness. With the Zgeneration entering the workforce in large numbers and on track to outnumber previousgenerations, organizations have begun to focus their attention on understanding the unique qualities and preferences of this generation to attract and retain them. This research study has adopted a quantitative approach and collected cross-sectional data using online and offline questionnaires distributed to students from various higher institutions in India. The research tools used in the study were taken from previous studies, and the data collected from 204 respondents were analyzed using appropriate software and evaluated through descriptive statistics, and regression. The results indicate that CSR, PWE, and organizationalreputation significantly influence organizational attractiveness. The research provides valuable inputs for organizations seeking to improve their employer brand attractiveness,particularly among the Z generation. By understanding the preferences and priorities of this demographic group, organizations can design programs and strategies that better align with their values and attract and retain top talent .