A company that is capable of attracting talent is going to be a company that has a strong standing both in the markets and in the communities in which it is based. Stakeholders in the company are likely to feel good about their connections to the company just as shareholders are likely to feel confident about their investments in the company. Organizations that promote positive CSR policies that are embraced by consumers are likely to be just as equally embraced by workers, as all will feel as though they are part of the same “spirit of mission” that runs like a thread through each of these variables (Samaan & Verneuil, 2009).
H1 thus refers to the employee’s perception of CSR as a valuable informational input in communicating to other potential employees the attractiveness of the firm. Employees are on the frontlines not just in terms of how they interact with consumers but also in terms of how they represent their company to other potential employees. Through the use of social media and the spread of information in personal communications, employees will represent the company to potential employees based on how they perceive their firm’s CSR policies, whether or not they approve of those policies and whether or not they find those policies to be reflective of their own personal values and beliefs (Lemmink, Schuijf & Streukens, 2003).
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