Corporate social responsibility and job pursuit intention: the role of job seekers’ perception on employer prosocial orientation, value congruence and employer attractiveness

This study aims to examine the relationship between corporate social responsibility (CSR) and job pursuit intention (JPI), and the role of job seekers’ perception on employer prosocial orientation, value congruence and employer attractiveness in this relationship. CSR is measured based on internal and external CSR.

By adopting quantitative approach, data was obtained through survey questionnaire from 420 bachelor’s degree university fresh graduates from five universities in Malaysia who are actively seeking for jobs. Data was analysed using structural equation modelling technique.

Research findings show that internal and external CSR positively impact job seekers’ perception of employer prosocial orientation. Job seekers’ perception towards employer prosocial orientation has a significant positive impact on value congruence. Value congruence has a significant positive influence on employer attractiveness. Finally, employer attractiveness has a significant positive impact on JPI.

The findings are useful for human resources management. Organisations (employers) should focus on effective internal and external CSR practices through a prosocial orientation approach to attract the best talents and create a strong position in the job market.

This study extends the Signalling Theory and P-O Fit theory by applying them to an entirely different context of CSR and JPI, by incorporated the holistic job seekers’ psychological processes of the recruitment signals (internal and external CSR), signalling process and person-organisation fit (perception on employer prosocial orientation, value congruence and employer attractiveness) thoroughly.