The impact of corporate identity and corporate social responsibility on job search behavior: Based on the perceptions of prospective employees

DOI: 10.5176/2251-2349_HRM&PD15.19

Authors: Dr. Yi-Chun Lin and Miss Shi-Yu Chen

Abstract:

Since the growing competition for talents become critical, organizations strive to differentiate itself in the market for increasing its attractiveness. Organizations cannot only make itself unique but maintain their competitiveness by managing its corporate identity. In addition, corporate social responsibility (CSR) can potentially improve an organization’s reputation and influence employee attraction and retention. Although studies have shown the positive relations between corporate identity and CSR on employees’ perceptions, little is known about the outcome which impacts on employees’ job search behavior. Individuals’ job search behavior could lead to increasing employment of corporations. Therefore, in order to realize individuals’ considerations among potential job opportunities, this study explored the views of prospective employees as a group of potential significant stakeholders in the organizations to understand the relationship between the corporate identity and CSR; and examined the extent to which it will impact their job search behavior.

Keywords: corporate social responsibility; corporate identity; job search behavior