Talents for future – do top talents care about CSR corporate communication in recruiting? An empirical study

IF 2.9 Q2 MANAGEMENT
Gerrit Boehncke
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引用次数: 0

Abstract

Purpose

The purpose of this paper is to present an empirical analysis, which consists of interviews with executive trainee programs of three international companies. The results of this analysis offer answers to questions currently being discussed in the corporate social responsibility (CSR) literature, namely, on the effects of CSR communication on top talent attraction.

Design/methodology/approach

The study uses structured interviews to analyze the communication perceptions and expectations of (n = 15) top talents when making employer decisions. It compares these with the expectations and intentions of HR managers responsible for programs and communications (n = 15).

Findings

The study found that HR managers only partially reflect top talents’ specific communication expectations. In addition to the program-specific CSR content, corporate communications have an overarching optimization potential in the communication mode and information architecture. It is particularly striking that future executives proactively seek CSR content in hiring and access corporate and brand communications for this purpose.

Research limitations

The study was conducted during the COVID-19 pandemic, which made a digital interview setting necessary and did not allow to react in detail on every physical signal. On top, the study has only 30 participants (15 HR/15 talents) from three different talent programs.

Implications

The study identifies practical, gender-specific and industry-specific implications for corporate communications regarding content and mode of communication. Companies should specify concrete measures for recruiting future executives, but they can also indicate efforts and first initiatives, thus setting a more decisive stage for an aspiration.

Originality/value

The study is characterized by its unique data set. Only a few companies have explicit programs for the development of future executives. The study also examines HR managers’ communication planning and expectations and future executives’ effective communication perceptions and perspectives.

人才成就未来--高端人才在招聘时是否关注企业社会责任的企业传播?实证研究
本文旨在通过对三家国际公司的高管培训生项目的访谈,进行实证分析。分析结果回答了企业社会责任(CSR)文献中目前正在讨论的问题,即企业社会责任沟通对高端人才吸引的影响。研究结果研究发现,人力资源经理仅部分反映了高端人才对沟通的具体期望。除了针对具体项目的企业社会责任内容外,企业沟通在沟通模式和信息架构方面也具有全面优化的潜力。研究局限性本研究是在 COVID-19 大流行期间进行的,这使得数字访谈成为必要,并且无法对每一个物理信号做出详细反应。此外,本研究只有来自三个不同人才项目的 30 名参与者(15 名人力资源/15 名人才)。公司应明确招聘未来高管的具体措施,但也可以说明所做的努力和最初的举措,从而为理想搭建一个更具决定性的舞台。只有少数几家公司制定了明确的未来管理人员培养计划。本研究还探讨了人力资源经理的沟通规划和期望,以及未来高管对有效沟通的看法和观点。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
6.20%
发文量
65
期刊介绍: The Social Responsibility Journal, the official journal of the Social Responsibility Research Network, is interdisciplinary in its scope and encourages submissions from any discipline or any part of the world which addresses any element of the journal''s aims. The journal encompasses the full range of theoretical, methodological and substantive debates in the area of social responsibility. Contributions which address the link between different disciplines and / or implications for societal, organisational or individual behavior are especially encouraged. The journal publishes theoretical and empirical papers, speculative essays and review articles. The journal also publishes special themed issues under the guidance of a guest editor. Coverage: Accountability and accounting- Issues concerning sustainability- Economy and finance- Governance- Stakeholder interactions- Ecology and environment- Corporate activity and behaviour- Ethics and morality- Governmental and trans-governmental regulation- Globalisation and disintermediation- Individuals and corporate citizenship- Transparency and disclosure- Consumption and its consequences- Corporate and other forms of organization
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