The Influence of Corporate Social Responsibility on the Attractiveness of Employers in the Perception of Generation Z

Jolanta Maj; Natalia Kasperek

doi:10.18778/8220-334-9

The Influence of Corporate Social Responsibility on the Attractiveness of Employers in the Perception of Generation Z

Jolanta Maj

Opole University of Technology

https://orcid.org/0000-0001-5542-0713 (unauthenticated)

Natalia Kasperek

Opole University of Technology

Publication:

Contemporary organisation and management. Challenges and trends

Pages: 241-251

DOI: https://doi.org/10.18778/8220-333-2.14

Keywords: modern organisations, Human Resources Management, Corporate Social Responsibility, modern management, contemporary organization

Published: 30 December 2020

Categories: Economics and management, Open Access

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Corporate Social Responsibility has become an important instrument in the development of an employer’s branding strategy. Research shows that Generation Y is highly sensitive in regards to CSR issues, and that CSR influences their perception of an employer’s attractiveness. However, the question this paper aims to find an answer to is whether this would also apply to the next generation, Generation Z. For this purpose, we conducted a survey (n = 250) with a sample of representatives of Generation Z. The findings suggest that Generation Z perceives CSR as an important factor in their choice of employer, however not important enough to convince them to reject a job offer if the employer is not perceived as ethical and responsible.

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Maj, Jolanta, and Natalia Kasperek. 2020. “The Influence of Corporate Social Responsibility on the Attractiveness of Employers in the Perception of Generation Z”. In Contemporary Organisation and Management. Challenges and Trends, edited by Anna Michałkiewicz and Wioletta Mierzejewska, 241-51. Poland: Lodz University Press. https://doi.org/10.18778/8220-333-2.14.