How to attract talents? The role of CSR, employer brand, benefits and career development

Gandasari, Dyah and Tjahjana, David and Dwidienawati, Diena and Ichsan, Mohammad (2024) How to attract talents? The role of CSR, employer brand, benefits and career development. Cogent Business & Management, 11 (1). pp. 1-15.

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Abstract

Attracting talent, particularly from Generation Z, remains a paramount concern for organizations across diverse industries. This paper aims to identify key variables influencing candidate attractiveness in joining organizations. Three variables—Corporate Social Responsibility (CSR), Employer Brand, Perceived Benefits, and Perceived Career Development—were examined for their impact on the intention to apply, serving as the dependent variable. A quantitative study involving 324 respondents, primarily Gen Z employees, was conducted between May and June 2022. Indicators for each variable were drawn from prior research. The data underwent analysis using Partial Least Squares (PLS) to assess validity and reliability, followed by structural model analysis to test hypotheses. The results indicated that only Employer Brand, Perceived Benefits, and Perceived Career Development significantly and positively influenced potential candidates’ intention to apply to organizations (p-value < 0.05). However, the study did not demonstrate a significant impact of CSR implementation on potential candidates’ intention to apply. Notably, it revealed a strong influence of CSR on employer brand. This study makes significant contributions to the discourse on talent attraction, underscoring the pivotal role of brand reputation, particularly influenced by CSR, in attracting talent. The findings emphasize the necessity for organizations to continually engage in CSR activities to bolster their reputation. Simultaneously, companies are encouraged to actively promote their career development programs and employee benefits offerings.

Item Type:	Article
Keywords:	Benefits; career development; CSR; Gen Z; intention to apply; talent management
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.3 Personnel, Staff, Employee, Human Resource Management, Training
Divisions:	Faculty of Engineering & Informatics > Information System
Depositing User:	Administrator UMN Library
Date Deposited:	29 Aug 2024 06:45
Last Modified:	29 Aug 2024 06:45
URI:	https://kc.umn.ac.id/id/eprint/31184

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