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Employer branding and CSR communication in online recruitment advertising

Author

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  • Puncheva-Michelotti, Petya
  • Hudson, Sarah
  • Jin, Gewen

Abstract

While multiple studies have discussed the importance of corporate social responsibility (CSR) in recruiting, two important but unaddressed questions constrain the understanding and practice of presenting firms’ socially conscious efforts to their prospective employees. First, are companies engaged in CSR communicating their CSR practices effectively in online recruitment advertising? And second, what CSR information should companies include in online job advertisements to improve their employer attractiveness to prospective candidates? The findings of this study show that CSR communication in recruitment advertising is often limited, an ad-hoc practice, and mostly focused on company practices concerning employee participation and development. Even companies with a great CSR reputation take surprisingly little advantage of their CSR image when it comes to attracting job candidates. To improve employer attractiveness, we recommend that human resources managers consider (1) optimizing the structure of online job advertisements by including a company overview section in which CSR information can be presented easily, (2) expanding the scope of CSR dimensions in job advertisements to include environmental performance and community relations, (3) offering information about opportunities for employee engagement with CSR, and (4) adopting a strategic approach to the inclusion of CSR content in online job advertisements.

Suggested Citation

  • Puncheva-Michelotti, Petya & Hudson, Sarah & Jin, Gewen, 2018. "Employer branding and CSR communication in online recruitment advertising," Business Horizons, Elsevier, vol. 61(4), pages 643-651.
  • Handle: RePEc:eee:bushor:v:61:y:2018:i:4:p:643-651
    DOI: 10.1016/j.bushor.2018.04.003
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    3. Vörös, Máté & Fűrész, Diána Ivett, 2021. "A részmunkaidős foglalkoztatás hatékonyságának empirikus vizsgálata [The efficiency of part-time employment]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(2), pages 178-204.
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    5. Kaenat Malik & Prof. Dr. Tariq Jalees, 2019. "The Mediating Role Of Employer Branding Between Employee Satisfaction And Talent Management," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 15-16.
    6. Kaenat Malik & Prof.Dr.Tariq Jalees, 2019. "The Mediating Role Of Employer Branding Between Employee Satisfaction And Talent Management," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 75-94.
    7. Romuald Grouille, 2021. "Segmenter Les Perceptions De La Marque Employeur Chez Des Recrutés : Quel(S) Apport(S) Rh ?," Working Papers hal-04128830, HAL.
    8. Rohit Aggarwal & Michael J. Lee & Vishal Midha, 2023. "Differential Impact of Content in Online Communication on Heterogeneous Candidates: A Field Study in Technical Recruitment," Information Systems Research, INFORMS, vol. 34(2), pages 609-628, June.
    9. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    10. Dai Debao & Ma Yinxia & Zhao Min, 2021. "Analysis of big data job requirements based on K-means text clustering in China," PLOS ONE, Public Library of Science, vol. 16(8), pages 1-14, August.
    11. Krisztina Szegedi & Tamás Németh & Dorina Körtvési, 2023. "Employer Branding in the Fashion Industry: CSR Actions by Fashion SMEs," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    12. Paolo Antonetti & Benedetta Crisafulli & Aybars Tuncdogan, 2021. "“Just Look the Other Way”: Job Seekers’ Reactions to the Irresponsibility of Market-Dominant Employers," Journal of Business Ethics, Springer, vol. 174(2), pages 403-422, November.
    13. Sheehan, Norman T. & Vaidyanathan, Ganesh & Fox, Kenneth A. & Klassen, Mark, 2023. "Making the invisible, visible: Overcoming barriers to ESG performance with an ESG mindset," Business Horizons, Elsevier, vol. 66(2), pages 265-276.

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