企业承担社会责任对求职者会产生吸引力吗——一项基于实验的实证研究

Can Corporate Social Responsibility Improve Organizational Attractiveness? Evidences from Experiments

在招聘新员工的活动中,越来越多的企业开始注重宣传其承担社会责任方面的信息。但是关于企业承担社会责任是否真的能够提升企业对求职者吸引力的问题,却鲜有研究深入探讨。基于社会认同理论的视角,本文构建了一个被调节的中介模型,以探讨企业社会责任对于求职者产生的影响机制及其边界条件。本研究通过三个模拟招聘的实验发现:企业社会责任显著地正向影响组织吸引力,求职者预期的自豪感对二者之间的关系起中介作用,而且这一中介作用受到企业规模的调节。此外,企业规模会影响求职者对企业承担社会责任动机的评价。本研究拓展了有关企业社会责任与员工关系的理论研究,为企业开展企业社会责任活动和人力资源招聘实践提供了指导建议。

More and more firms have noticed the importance of delivering information about corporate social responsibility(CSR)to job seekers. However, the existing literature did not discuss much about whether corporate social responsibility can enhance organizational attractiveness. Based on the perspective of social identity, we propose a moderated mediation model to explore the mechanism and condition of how corporate social responsibility influence job seekers. With three experiments we tested our hypotheses. Study 1 shows that corporate social responsibility can enhance organizational attractiveness significantly. Study 2 shows that the relationship between corporate social responsibility and organizational attractiveness is meditated by job seekers' anticipated pride. Furthermore, study 2 shows that this mediating effect is moderated by firm size. Study 3 shows that firm size would influence individual CSR attribution, thus moderate the impact of CSR on organizational attractiveness. The contribution of this research can be concluded as follows: Firstly, we extend the literature on CSR and human resource management by linking CSR and job seekers. What is more, by highlighting the meditating role of job seekers' anticipated pride, we contribute to the understanding of how CSR impacts job seekers. Secondly, we examine the contingent factor that moderates the influence of CSR on job seekers through job seekers' anticipated pride. By highlighting the moderate role of firm size, we contribute to the literature on the area of CSR and human resource management. In addition, by focusing on the role of CSR attribution, we explore the mechanism of why the moderator of firm size works. Besides theoretical contributions, this research also has some important managerial implications for undertaking corporate social responsibility activities and recruitment. Based on our findings, firms can use CSR to help them improve their organizational attractiveness and attract appropriate talents in the job market. And the findings of this research suggest that firms should make their CSR images fit with the size of the firm during recruitment.