The Effect of Values on the Attractiveness of Responsible Employers for Young Job Seekers

Abstract

Purpose: Empirical studies suggest that corporate social responsibility (CSR) impacts young job seekers’ choices of an employer. Values seem to affect CSR preferences, influencing the felt fit between the person and the organization and hereby the valence of working for that company. This article aims to research in more detail the preference structure of young graduate job seekers. In particular, it seeks to understand whether CSR is important when there is a trade-off between CSR and non-CSR attributes and whether basic value orientations of job seekers have a moderating effect on their employer preferences. Design/methodology/approach: This article used a quantitative approach with a survey sample of 577 German students who were in their last year of study. To gain information on the relative impact of CSR- and non-CSR-related employer characteristics on employer attractiveness, an adaptive conjoint analysis was applied. Correlation analysis and a two-step hierarchical regression were conducted to detect the effects of individual value orientations. Findings: Only a few CSR attributes are relevant for young job seekers compared with other traditional employer attributes. Specific value orientations can be identified as having a moderating effect on CSR preferences. This is particularly the case for value orientations indicating a concern for the welfare of others and the environment positively affect the importance of most CSR attributes while more selfish value orientations have a negative effect. Originality/value: This study sheds light on the relative importance of CSR attributes when compared with non-CSR attributes. Moreover, it relates employee-related preferences to individual value orientations and shows that selected values have a modifying effect on the importance of CSR for job choice.